Emr Innovations

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Case 3
EMR Innovations

Table of Contents
Executive summary3
Introduction& problem /issues identification4
EMR’s product and how is attempting to market4
External Analysis6
Opportunities6
RV industry6
RV culture6
Threats7
Competitors7
Analysis and recode current situation8
Internal analysis8
RVs internal weakness and strength8
EMR Innovations internal weakness and strength9
Marketing Audit10
RV’s Current Marketing Strategy10
Main objective10
Main targets10
RV’s Problems11
Alternative Strategies12
Marketing and distribution of the lock- awn12
Recommended Strategy13

Executive summary

Reynolds are a young couple that transferred their interest over RV’s (recreational vehicles) into a profitable business. Their main objective was to be the “ the supplier of innovative RV products”. Eric Reynolds came up with innovative product called “Lock-Awn Anti-Billowing Device” , he thought that this product would achieve their goal and repaired RV deficiencies. They wanted to market their product through their own company ”EMR Innovations” , so that they believed that they need to specify various fields with different point ;product , customer, money , competitor and “Lock-Awn Anti-Billowing Device” marketing strategies . The report analysis involve the main external and internal factors that would influence their marketing strategy ( SWOT analysis ) . Then analysis the current RV’s strategies and how their plans detail with the marketing variables of product, price, place and promotion ( four Ps of marketing) which are used to attain the marketing plan’s objectives and overall strategies. There are three variables distribution channels ( direct and in direct ) according to their alternative strategy. Than recommended strategies.

Introduction& problem /issues identification
EMR’s product and how is attempting to market

Eric Reynolds and Mary Reynolds are a young couple that transferred their interest over RV’s (recreational vehicles) into a profitable business. In 1995, the Reynolds started an RV repair business , and by 1999 they open their own shop in Amana, Iowa , since the business became large. On 2002, their business had steadily grown . However, they aspired to be “ the supplier of innovative RV products” .For that reason Eric Reynolds innovate an innovative products that helped or repaired RV deficiencies. They though that this innovative products, which called “Lock-Awn Anti-Billowing Device” for RV patio Awnings, may provide great potential for future investments. “Lock-Awn Anti-Billowing Device” would protect the internal lock awning mechanism from tear, and prevent it from billow in the wind, in order to reduce accident and increase the efficiency rate. Lock-Awn Anti-Billowing Device became so effective idea to the Reynolds that they invested $10,000 of their own money to develop a prototype, and they had assistance and support from an industry research center. Since they wanted to market this product through a new company” EMR Innovations” , they need to analysis different filed with different point . The main five point in the case ( According to Reynolds view point ) are : 1. Product Eric and Mary were confident about their prototype product , they had a sure winner in the Lock-Awn, however they were unsure about it . 2. Customer They had potential customers who had seen the product as positive product, however they were unsure about other customers satisfaction. 3. Money They had no enough budget and financial analyses to entry market. 4. Competitors They afraid of a potential competitor selling same product, which decrease the product successful chance. 5. How they would market “Lock-Awn Anti-Billowing Device” They had no market analyses ( marketing strategy ) to verify their...
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