Steel Door Technologies Case Summary

Situational Analysis Steel Door Technologies, Inc. (SDT) is experiencing growing pains. This privately held corporation is regionally based and moderately sized. SDT has recorded sales gains in each of the past ten years that exceeded the industry growth rate and have added 50 dealers in the past decade. This growth has catapulted SDT to the brink of becoming a large corporation with an ever increasing geographical footprint. On one hand, SDT has enjoyed a better than average growth rate. However, on the other hand, they have neglected to grow their manufacturing and distribution infrastructure to maintain a competitive position within the larger market place they have grown into. In order to increase its buying position with suppliers,
They need to look at product augmentation to see if there is anything they can offer the end-user that will exceed their expectations, and therefore differentiate their product. For example, SDT could reach a co-marketing agreement with a customer-valued garage door opener manufacturer. Then they could offer a package deal with the door and the opener as a package. Money should be spent in educational literature about the doors features and benefits because studies show customers expect it. The quality features, and styles should be marketed. In addition the styles should be looked at if a superior design can be implemented. Establish relationships with regionally based home improvement centers, offering them a SDT product line which they can market under a proprietary name exclusive to that retail entity. The retailer would be required to maintain a minimum on-site inventory thus easing the inventory burden for SDT. SDT will offer training to the retailer enabling them to install and service the proprietary products with a high level of competence, thus providing customers-service from point of sale
The three strategies in the maturity stage are market modification, product modification, and marketing mix modification. SDT should consider product modification and marketing mix modification. Product modification includes changes in the products quality, features, and styles. The marketing mix modification includes changes in the prices, distribution, advertising, sales promotion, personal selling, and services. (Kotler, 2007)
Therefore, based on marketing management strategies and market industry surveys, SDT should take a holistic marketing approach to there goal of increased market share. Not only should SDT look at changes in their distribution, they should consider several creative modification ideas for mature industries. SDT is taking a narrow approach to increasing their market share. First they need to look at product augmentation to see if there is anything they can offer the end-user that will exceed their expectations, and therefore differentiate their product. For example, SDT could reach a co-marketing agreement with a customer-valued garage door opener manufacturer. Then they could offer a package deal with the door and the opener as a package. Money should be spent in educational literature about the doors features and benefits because studies show customers expect it. The quality features, and styles should be marketed. In addition,