From : Marketing Consultant
Date : April 15, 2007
Subject : Implications of Research Findings for Future Marketing Strategy
The objective of this report is to review the position of marketing in KDN ; its past, present and future. This is done by understanding at which aspect the discipline can be harnessed to leverage the competitive capability of KDN's strengths and the areas in which the lack of marketing exposes the vulnerability of KDN's continued profitability.
This reports begins by revisiting the history of KDN and the causes for its lack of visibility and marketing orientated culture. Subsequently the analyses of the current situation facing KDN and proceeds to examine the areas in which marketing plan and strategy may be able to add value to KDN’s survival in the industry.
Finally, the future is also considered with emphasis on the important areas of marketing and the types of actions that would have to be undertaken if KDN were to realise some of the potential that marketing could add to its skills and resources
KDN’s business was founded in 1990 by Kevin Wooley. He started with 4 employees based in Loughborough, Leicester England. Currently, employs more than one hundred people all over the United Kingdom. KDN is a regional based company with sales offices in Ireland and Wales. The company manufactures and supplies a completed range of lifting products.
The growth of the United Kingdom crane and hoist industry has been increasing in recent years. Domestic demand for its products is closely linked to the fortunes of user industries. In addition, there is significant international trade in lighter products particularly hoists and other lifting devices compared to heavy cranes.
The level of capital investment in the industry is low and there are signs that it may even be declining in real terms whilst large parts of the industry retain their traditionally... [continues]
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