Heron Engineering Marketing Plan

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Three-Year Marketing Plan – Heron Engineering Word count: 1500 excluding table 1 & 2 1.0 Executive Summary Heron Engineering (Heron hereafer) is to regain its market share in the Western European region (WE) and Central and Eastern European region (CEE) in both high-and low-technology sectors. Heron is capable of reestablishing its former positon as a market leader in both markets, given the producton of high-quality products that ofer more functonalites and productvity than its rivals at a very compettve value-added price. The primary marketng objectve is to retain outstanding reputaton with respect to the producton of extensive and high-quality product range in both markets. The primary fnancial objectve is to increase its market share and sales over the next three years. 2.0 Situation Analysis Established in 1899, Heron was the global market leader in the industrial stacking and storage business. By the end of 1990s, its European division was facing pressing problems in WE and CEE regions in high- and low-technology businesses. This ensued a loss in market share in both markets. 2.1 Market Summary Heron market shares have dropped in two European regions. The main factors behind the market loss are tough competton, new players entering the market, and change in the environment in which Heron operates. 2.1.2 Geographics Heron divides the market geographically into WE and CEE regions. 2.1.3 Target Market 1. Low-technology products: manufacturers, wholesalers and distributor industries; 2. High-technology products: factories, airports, docks, warehouses and other large facilites. 2.1.4 Target Market Choice Criteria • Low-technology products: (1)price; (2) product availability; and (3) product functonality. • High-technology products: • WE: (1) product functonality; (2) system customizaton; close relatonships with suppliers. • CEE: (1) atractve fnancing; (2) systems functonality; and (3) price, customizaton and close relatonships with suppliers. 2.2 Marketing Audit...
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