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Docs en anglais
publié le 04/07/2012
Document de 3 pages au format WORDTweeter
Analysis of Locite's marketing strategy including a problem statement, swot analysis and action plan.
Locite, is an adhesive and sealant manufacturer. The company is thinking of launching a new simple adhesive dispensing system on the market. However, they fear the risk of cannibalization with existing products and the lack of consistency with the premium image of Locite's products. In the case, they would launch it, they wonder what would be the best way to do it especially on the following dimensions: price, positioning and distribution and advertising.
On one hand, there is a risk of cannibalization between the 2 types of products. The needs they address are partly the same. However, the end-users might be different. Indeed, Bond-A-Matic might not interest at all the individual customers but mostly the industrial ones. Moreover, not all customers have the same needs and Locite has already started to develop kits for specific industries. In addition, it is mentioned that automatic adhesive dispenser systems are mostly bought by large firms with few design changes in their products. Bond-A-Matic may therefore not correspond to the needs of these companies but rather to companies of a smaller size and/or more variability in the product design (...)
Table of Contents:
I) Problem statement
II) SWOT analysis
C. Product portfolio
D. Internal resources
III) Action plan
A. Targeted customers
B. Pricing and positioning
E. Internal organisation
Docs en anglais publié le 04/07/2012
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