Marketing Plan Mkt 421 U of P
Team C Product – Safety Step
University of Phoenix
MKT/421
Robin Reis
March 29, 2010
Organizational overview
Ames is a leader in North America and is known for its quality non-powered garden and lawn products. Ames was founded in 1774 by Captain John Ames. During most of the company’s past 230 years of service the company produced only shovels and controlled 60% of the U.S. market share (n.d.). Over the past three decades Ames has purchased several companies to widen its market share to include quality non-powered lawn and garden products. In 1991 Ames acquired the Garant Company a Canadian company and in 1997 purchased Woodings-Verona and IXL. Over the next decade the shovel giant continued to purchase various companies in the garden and lawn business. The shovel giant is again looking for ways to expand its product line; Ames will introduce a new daughter company called Safety Step. Ames is a leader in quality products and customer satisfaction, Safety Step will keep the same quality and workmanship and focus on the customer. The Mission Statement is to develop and deliver the most reliable non-powered lawn and garden products including tools and decorative accessories that provide quality to our customers, maximize sustainable profitability, and drive shareholder value. We believe that our global manufacturing strategy, based primarily upon a blend of domestic manufacturing and sourced product, makes us cost-competitive while allowing us to provide a high level of customer service ("Ames true temper,").
Safety Steps is in the heart of the snow and ice to ensure quality product development is continued. The main headquarters is in Mount Washington New Hampshire. The average snowfall in Mount Washington is 260.6 inches (NCDC, 2010), with an annual low mean temperature of 19 degrees. Mount Washington is noted for its extreme weather conditions, one of the world 's highest wind velocities (231 miles [372 kilometer] per hour) has been recorded
University of Phoenix
MKT/421
Robin Reis
March 29, 2010
Organizational overview
Ames is a leader in North America and is known for its quality non-powered garden and lawn products. Ames was founded in 1774 by Captain John Ames. During most of the company’s past 230 years of service the company produced only shovels and controlled 60% of the U.S. market share (n.d.). Over the past three decades Ames has purchased several companies to widen its market share to include quality non-powered lawn and garden products. In 1991 Ames acquired the Garant Company a Canadian company and in 1997 purchased Woodings-Verona and IXL. Over the next decade the shovel giant continued to purchase various companies in the garden and lawn business. The shovel giant is again looking for ways to expand its product line; Ames will introduce a new daughter company called Safety Step. Ames is a leader in quality products and customer satisfaction, Safety Step will keep the same quality and workmanship and focus on the customer. The Mission Statement is to develop and deliver the most reliable non-powered lawn and garden products including tools and decorative accessories that provide quality to our customers, maximize sustainable profitability, and drive shareholder value. We believe that our global manufacturing strategy, based primarily upon a blend of domestic manufacturing and sourced product, makes us cost-competitive while allowing us to provide a high level of customer service ("Ames true temper,").
Safety Steps is in the heart of the snow and ice to ensure quality product development is continued. The main headquarters is in Mount Washington New Hampshire. The average snowfall in Mount Washington is 260.6 inches (NCDC, 2010), with an annual low mean temperature of 19 degrees. Mount Washington is noted for its extreme weather conditions, one of the world 's highest wind velocities (231 miles [372 kilometer] per hour) has been recorded
References: Center for Business Planning (2010). Marketing Plan. Retrieved March 21, 2010, from http://www.businessplans.org/Market.html Current Results (2010) Kerin, Berkowitz, Hartley, and Rudelius Chapter 9, McGraw-Hill/Irwin, 2004 New York, NY Mathe, AR (2010) NCDC (2010). Snowfall - Average Total In Inches. Retrieved March 15, 2010, from Pearce, Jack and Richard Robin, ( 2004) The Daily Green (2010). 9 Eco-friendly Ways to De-Ice Your Driveway. Retrieved March 21,2010, from http://www.thedailygreen.com/living-green/blogs/green-products-services/driveway-ice-environment-55013001 U.S (U.S. Census Bureau, 2000)