Marketing Planning

In: Business and Management

Submitted By sarahroper
Words 2858
Pages 12
Executive Summary

Company T is an Engineering company based in the West Midlands, United Kingdom. Part of a large group of ten engineering companies spread globally; currently located in the UK, Poland, Czech Republic, India, USA and Mexico. The group’s mission is to adopt best practice in all disciplines of industrial design, manufacture, measurement, and technical support for industry. To deliver a quality product and service on time - every time - and to earn the continued confidence of our business partners - our customers.

Company T manufactures bespoke measurement machines for the Food and Beverage Can Manufacturing, aerospace, medical and general gauging sector. This is a product specific plan focusing on the Enamel Rater for the Food and Beverage Can Manufacturing Sector. The Enamel Rater was introduced at the beginning of 2009 and sales have increased significantly far out weighing the forecast prediction. Company T currently only has 5% market share in the Food and Beverage Can Manufacturing sector over in the Americas and from market research predictions there has been a significant growth in the can manufacturing area in this geographic (14% rise in Can production over in the Americas (CanMaker pg 23 Vol 22 September 2009)

The objective of this plan is to achieve a 10% growth in the can manufacturing sector over in the Americas over the next 12 months, tripling our market share for the Enamel Rater to 15%. This plan details how this can be achieved with an investment in personnel and resources.

Situation Analysis

The Enamel Rater is a recent introduction to the packaging sector and has been received by customers positively. The product has exceeded forecast sales and there are potentially more opportunities globally to exploit the product further.

The business environment

Macro Environment – for an in-depth PEST analysis refer…...

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