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Marketing Plan Phase 1 Essay

6038 words - 24 pages

Company OverviewBentley Prince Street is an award winning carpet manufacturer. Based in Los Angeles County, Bentley Prince Street is the largest commercial carpet manufacturer in California. Bentley Mills was founded in 1979. In 2000, Bentley Mills was merged with Atlanta-based Prince Street Technologies to form Bentley Prince Street, and the decision was made to move the entire $50 million operation to California. Bentley Prince Street currently employees approximately 600 Californians representing the many cultures and communities that make up the state. More than 90% of Bentley Prince Street employees are minority, and more than half of management is female.Bentley Prince Street has one of the industry's largest and most comprehensive carpet manufacturing facilities. Product development and manufacturing work hand in hand at the mill, which is virtually unheard of in the industry. Bentley Prince Street is also one of the only manufacturing mills to have its own certified quality labs on site. Having a certified quality lab enables management to exercise quality control over all aspects of production to ensure sustainable manufacturing.Sustainable manufacturing is a driving force at Bentley Prince Street. The company truly believes in creating a sustainable means of manufacturing, and continually seeks to improve in every area of our business. The company recently become ISO 9001 and ISO 14001 certified.Bentley Prince Street has been very successful in all its ventures. However, the company has failed to capture the emerging tile market. We will now seek to penetrate this growing market and present a comprehensive marketing plan that will truly make this company successful.Our ProductTile's rich beauty and low-maintenance characteristics along with its easy installation requirements and exceptional wear warranties, all combine to create a finish that is a perfect compliment to your design work. Tile's cost-effective and unique flooring can be used at high traffic areas for commercial, industrial, and residential applications. There is no doubt that Tile is possibly the most beautiful resilient tile ever, assuredly the most durable. Genuine Marble and Granite Terrazzo Tile- Resilient terrazzo flooring that combines the safety, beauty and durability with genuine Marbles and Granites- Superior life-cycle costing.Lasts for decades.- The perfect economical alternative to traditional terrazzo- An economical and beautiful choice for institutional, commercial, industrial or residential installations.- Terrazzo installations in 24 hoursUsing genuine granite chips of three different rock sizes, Bentley-Prince Street is able to manufacture the Granite Tile and the Granite Deluxe into a flexible granite tile at a far lower cost and significantly thinner gauge than rigid slab products. Each series uses separate rock sizes to achieve three distinctive presentations of graining: small, medium and large. All tiles are 12 inches square. Floating Tile can be...

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