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Marketing Plan For Modcon A Company In Ems Segment

2332 words - 9 pages

1. Corporate Objectives, Vision and MissionThe following objectives, mission and visions are proposals and shall be sued as a discussion base.Company VisionModCon is guided by its mission of becoming the market leader in the EMS segment and successfully competing in the CMS market within the UK and Internation.Company MissionUnder the brand position, "You look for solutions. We've got the answers," ModCons mission is to become the technology leader and key supplier for control systems and contract manufacturing.Our national and international customers will recognize the value we can provide by leveraging the most innovative technological equipment and state of the art manufacturing and testing knowledge. Our customer service and the integrity of all ModCons employees will help make us the favourite and most trusted company for electronic control systems products and contract manufacturingCompany ObjectivesModCon has three key objectives to support and achieve our vision and mission:(1) For Our Customers: Be the top specialty control system supplier and contract manufacturer to provide products and services of the highest quality and the greatest possible value to our customers, thereby gaining and holding their respect and loyalty(2) For Our Community: Be recognized nationally as an outstanding corporate citizen. To honour our obligations to society by being an economic, intellectual and social asset to each community in which we operate.(3) For Our Employees: Be the best company for high-performing people who demonstrate our corporate values. To help ModCons associates share in the company's success which they make possible; to provide them employment security based on performance; to create with them an injury-free, pleasant work environment that values their diversity and recognizes individual contributions; and to help them gain a sense of satisfaction and accomplishment from their work. Support initiative and creativity by allowing the individual great freedom of action in attaining well-defined objectives.2. The Marketing AuditWhat is a marketing audit?Defined by Kotler et al,(Mercer, pg. 517) a marketing audit is an independent appraisal of the internal and external environment in which the company is operating. It is providing information and data which are converted into a strategic marketing plan.The following marketing audit consists out of two key componentsa) STEEP - The wider environment -Steep stands for (Socio-cultural, Technological, Economic, Environmental, Political) (OU book 14, pg. 34)b) Porter's five competitive forces theory - The Business Environment (Porter, OU Book 14, pg. 20ff)a) STEEP AnalysisThe social context of ModCons environmentWorkforce in the town is largely involved in other market segments, creating a skill shortage. The Government is encouraging young people to higher education creating also higher career expectations from school leavers.The technological changes are self evident.ModCon operates in a...

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