Marketing Autopaint. Essay

3410 words - 14 pages

MARKETING.CONTENTSPAGE1.Introduction.12.The Marketing Plan.22.1The Mission Statement22.2Performance Summary22.3Financial Projection22.4Market Overview22.5SWOT32.6Portfolio Summary32.7Assumptions32.8Objectives and Strategies32.9Financial Budgets33.Environmental Forces33.1Social33.2Technology43.3Economic43.4Environmental43.5Political54.Competitive Structure of Industry54.1Industry Structure54.2Threat of New Entrants54.3Bargaining Power of Suppliers54.4Bargaining Power of Customers64.5Threat of Substitute Products and Services65.Promotion65.1Advertising in Trade Magazines65.2Presence at Trade Fairs75.3Packaging75.4Marketing Focus75.5Personal Selling75.6Service, Help and Advice81. Introduction.The Autopaint strategic business unit produces surface coatings i.e. paint and support products such as base coats, undercoats and varnishes for the automotive market. This business comprises one unit of a much larger performance and decorative coatings capability within a multi-national chemical company. Autopaint sells its products worldwide although, for historic reasons, the majority of production remains within the UK and USA.The market for automotive finishing paint falls into the two distinct application segments of new vehicle production and vehicle repair. In the first case the end use customers are automotive manufacturers and in the second case they are vehicle repair or body shops, which in some cases are linked to dealers and in some cases are independent. In most cases the direct customer is a distributor supplying the automotive market.Traditionally, the Autopaint business has relied on it's technical capability and colouring capability (both reinforced by the wider organisation within which this business sits) to produce high performance products in thousands of different shades. Presenting to the market excellence in colour, quality and service and generally being regarded as delivering on these aspects.The business has enjoyed steady growth over the last five years but has become increasingly concerned by the more recent slowing of the growth rates. This has in the first instance been attributed to fierce competition from three other players with global presence (all on the face of it offering colour, quality and service) and small but highly entrepreneurial niche players each local market (competing aggressively on cost).It has now been concluded that some serious re-thinking of the whole approach to market is required, for this the business considers:-Which application market could yield the most growth potential for Autopaint in the longer term.How to differentiate it's particular mix of product and service in a way that customers will value when colour matching, quality and service are no longer enough.How to make customers more successful than any competitor could andHow to lock-out competition and get closer to the end use customers.2.The Marketing Plan.2.1The Mission StatementAn overview statement covering the broad aims and objectives...

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