Peak Garage Door Inc. has set a goal to increase their sales for 2004. Garage door industry is expecting a growth of 2.4% while the management of Peak is looking to increase company’s sales 26.4%. The company currently has 50 exclusive dealers and 300 non-exclusive dealers. Management has three proposals in front of them. The first suggestion is to increase the number dealers in their existing markets. The second recommendation is to develop an exclusive franchise agreement with existing non-exclusive dealers. The third recommendation is to decrease the number of dealers and focus company’s resources on increasing support for the existing dealers. Of course there is an option for them to leave everything as it is. My suggestion is to go with the second recommendation due to the fact that exclusive dealers produced 70% of company’s sales and non-exclusive dealers contributed only 30%. In order for Peak Garage Doors Inc. I. Problem definition: Trying to find a marketing and distribution strategy that would help the company reach its revenue goals.
II. SWOT Analysis:
• The company raised additional capital to fund its business operations and had more than three dozen different investors • The firm will be launching the first commercially available biotech animal in the U.S • Yorktown Technologies grabbed the attention of the media and the news of the upcoming Glo fish launch was on the front pages of many famous magazines • $ 4 million out of $ 700 million was spent on Yorktown Technologies products by consumers. • Yorktown technologies’ suppliers and distributors have been regular suppliers of tropical fish to the 3 major retail chains • The company was given exclusive rights to lines of red, green, yellow and orange fluorescent zebra fish which provided the company with an effective barrier to entry against potential competitors