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NOVEL

nodels


BACKGROUND INFORMATION The company, Novel Nodles manufactures and distributes Nodles. Nodles are components which are used by other companies to manufacture their own complete products. The company was started in 1992 by Mark Davidson, who previously worked for First Nodles. First Nodles decided to focus on new technology markets and sold the tooling and equipment to Mark. Mark borrowed the required capital from a bank and cashed in some insurance policies to fund working capital. When Mark retired in 2010 he handed over the company to his daughter, Anne, who is a Chartered Accountant. Anne had previously been the Financial Director.


STRUCTURE The company is headed up by the Managing Director, Anne Davidson. Reporting directly to her, are Victor Chen (Sales and Marketing Director), Siphiwe Nthuli (Manufacturing Director) and Delia Moosa (Finance Director). Victor has two people reporting directly to him, namely Tim Doyle (Sales Manager) and Dave Roth (Marketing Manager). Siphiwe has two Supervisors reporting to him, namely Gugu Dlamini and Dylan Julius. Gugu and Dylan each have 10 operators for whom they are responsible. Delia Moosa has three reportees, namely Jean Fredricks (Bookkeeper), Pearl Peters (Debtors Administrator) and Winnie Naidoo (Creditors Administrator). Tim Doyle has two sales staff: Sharon Jones, who is responsible for the sales of Nodle Blue, Nodle Green and Nodle Red. The other sales person, Fred Davies is responsible for the sales of Nodle Yellow and Nodle Black. Dave Roth has a product manager reporting to him, namely Trevor Isaacs.

Anne Davidson Managing Director

Victor Chen Sales & Marketing Director

Tim Doyle Sales Manager

Sharon Jones Sales

Fred Davies Sales

Siphiwe Nthuli Manufacturing Direcor

Dave Roth Marketing Manager

Trevor Isaacs Product Manager

Gugu Dhlamini Supervisor

10 Operators

Delia Moosa Finance Direcor

Dylan Julius Supervisor

10 Operators

Jean Fredericks Bookkeeper

Pearl Peters Debtors Administrator

Winnie Naidoo Creditors Administrator


OVERVIEW OF DIRECTORS Anne Davidson – Managing Director Anne is 34 years old and is the daughter of the founder of the company, namely Mark Davidson, who retired in 2010. Anne is a chartered accountant, who after completing her CA(SA) worked for Anglo Platinum for 8 years, until 2003. She joined Novel Nodles in 2004 after a year-long sabbatical, replacing the former Financial Director who had immigrated to New Zealand. She is an extremely driven woman who is working in a male-dominated environment. Her biggest problem, since being appointed Managing Director in 2010 had been Wally Windsor, the former Manufacturing Director, who had left 3 years ago. Wally felt that women didn’t know anything about manufacturing and shouldn’t be running companies anyway. In the beginning she had tried to reason with Wally, but to no avail. After 6 months Anne gave him an ultimatum to either accept her or leave the company. He left 2 months after that discussion.

Victor Chen – Sales and Marketing Director Victor, who is 50, has 22 years of experience in the Nodle industry. He started with Novel Nodles in 2000 as a sales representative. He had a remarkable track record with sales and was promoted to Sales Manager in 2003. In 2008 he moved to the position of Marketing Manager. He was appointed as Sales and Marketing Director in 2011. The main problem in his division is that the two sales people are recent appointees to the company.

Siphiwe Ntuli – Manufacturing Director

Delia Moosa – Financial Director

Siphiwe is a very unassuming 35 year old who is the Manufacturing Director. He has been in the position since 2011, when Wally Windsor left. Prior to that, he had been the Engine Plant Manager of Volkswagen in Uitenhage. It was a nasty surprise to see what Wally had left him. The plant lacked maintenance and was disorganized. There were no clear Work’s Instructions for the operators. The Quality inspections were reduced as Wally felt that it was a waste of time and hampered production. The production planning was done on an Excel spreadsheet. None of the lines had been automated, which meant that it was all done manually.

Delia is a 42 year old B.Comm graduate and has been with Novel Nodles since 2001. She was originally employed as a bookkeeper and held that position until 2010, taking over as Financial Director from Anne. Delia is very quiet and just gets on with the job. Her interaction with her staff is very limited, which has led to the Debtors’ book being unacceptable high.

To date Siphiwe has made a huge difference and the factory is now clean, well laid out. Work’s Instructions have been initiated and are now enforced. He oversaw the automation of the Nodle Blue, Nodle Yellow and Nodle Black production lines. One of his next projects is the automation of the Nodle Red and Nodle Green lines.


MARKET OVERVIEW The company is based on the continent of Terra. There is no domestic market for the products so these are all exported. There are four other countries, namely Oceania, Alandia, Montania, and Lunia. It exports to all except Lunia, about which nothing is known. The information about these continents is contained in the cards provided. The standard currency is Bucks, in all territories. The Buck is the same value as the South African Rand. There are five different products which are sold into different industries, namely Nodel Blue, Nodel Green, Nodel Red, Nodel Yellow and Nodel Black. Details of the products are contained in the Product Information cards. Information about the countries to which they export is shown on the following pages.


OCEANIA INFORMATION Background Oceania can be described as a “First World” country. It is a very advanced country with an excellent infrastructure. The telecommunication network is world class. The country’s economy is predominantly service related.

Industries

As mentioned, the primary economy is service related. They do have a state-ofart vehicle manufacturing plant, namely Detauto. The aftermarket is catered for by automotive spare parts outlets, namely Nationwide Spares and Jumbo Parts. There is a great emphasis on healthy lifestyles and cycling is a popular pastime. The cycles are made by Winston Cycles, which has developed an international reputation for quality. The LD plant, which manufactures the latest lap-top computers, is the pride of Oceania, as it is known for its constant innovations.

Infrastructure

The infrastructure is of the best in the world. The road, rail and air systems are efficient and reliable. The banking sector is amongst the top five in the world. As Oceania is predominantly a service related country, the telecommunications and IT systems are very advanced.

Lifestyle

There is almost zero crime and the general lifestyle is relaxed. It is a common sight to see families cycling together on weekends. Many inhabitants have holiday homes at the coast and many of them travel overseas annually for vacations.

Skills

The education system is well established and is one of the best in the world. The following are some statistics: • • • •

Graduates: 80% of the population Literacy: 100 % Tertiary education: 100% Computer literacy: 95%

Economy

The economy was badly affected by the recent recession and the share markets are about 20% down on previous levels. However, the manufacturing sector has seen some increase in activity. The banking sector is still in the doldrums.

Government

The government is democratic with a high level of transparency.


ALANDIA INFORMATION Background

Alandia can best be described as an emerging country. It is building infrastructure and for this reason is currently running a budget deficit of about 5%. There is a lot of foreign investment coming into the country.

Industries

The country is primarily involved with manufacturing and agriculture. Part of the reason for this is as a result of very low wages. There is increasing legislation governing labour. There is talk that the government may introduce minimum wages next year. The manufacturing is in the form of a vehicle plant, namely Rotocar, which mass produces very basic, entry level vehicles which are inexpensive. The spares network is catered for by two spares outlets, namely Cash Spares and Spares Centre. There is a computer hardware manufacturer, Bell, which manufactures a very basic computer, which is not only for local consumption but is exported as well. Another manufacturer is Leno Appliances, which manufactures affordable white-goods. The appliance aftermarket is catered for by Appliance Place Lumba Bikes manufacture a basic bicycle which is ideal for transport in the rural areas where the roads are in poor condition. There is an agricultural equipment plant, namely Highland Agri, manufacturing very basic equipment. The agricultural spare parts market is covered by a spares company called Agri Spares.

Infrastructure

The infrastructure is fairly good in urban areas but less so in rural areas. The have

good airports, harbours, roads, and rail systems. However, in the rural areas many roads are untarred and the rail system is in disrepair, making deliveries to these areas very difficult. The telecommunication system is very good and that as well as the relatively inexpensive labour has lead to many multi-national companies relocating their call centres to Alandia.

Lifestyle

There are a variety of levels of wealth, but poverty is still a problem. A great section of the population lives in informal settlements.

Skills

The education system is well structured in urban areas, but is less so in rural areas. The following are some statistics; • Graduates: 20% • Literacy: 90% • Tertiary education: 85% • Computer literacy: 60%

Economy

Alandia recently suffered quite badly in the recession, in service industries. Two of the five major banks collapsed in the past 12 months. However as a result of their cost leadership, the manufacturing industry held up very well. They anticipate very good growth next year.

Government

The government is a democratic one and has been for some 30 years. However the economy is heavily regulated, making the opening of a new business very tedious. Many officials in both government and large corporations are prone to corruption. The labour policy is very liberal and the legislation is in favour of the employee.


MONTANIA INFORMATION Background

Skills

Industries

Economy

Montania is an impoverished country, which can at best be described as “third world” Corruption is rife in all areas. Most people live below the poverty datum line. Shortages of food and clean water are constant. There are, at the other end of the scale, two very wealthy families which control most of the industries. These families make generous cash contributions to many government officials, including the President. As previously mentioned, the economy is controlled by two very wealthy families. The Grand family own Sassey, an agricultural equipment company and the Elite family own Apex Goods and Aver. Apex is an international brand which is assembled in Montania, due to the very cheap labour. Aver is also an international brand and is being assembled there for the same reason.

Infrastructure

The infrastructure is almost non-existent. The roads are gravel except in the centre of the country’s capital city. The telecommunications network is inoperable most of the time. There are no cellular facilities. There are very basic health-care facilities in urban areas, but none in rural areas. The public transport system fell into disrepair about 15 years ago. There is one airport which is very state-of-art, which was built and is owned by the Grand and Elite families.

Lifestyle

The average inhabitant is destitute. They are prepared to work for 6 Bucks a day and when employed are required to work a 12 hour day. No benefits are given and there are no annual holidays. Many children work in the factories and they are paid B2.50 per day. There is no labour legislation and employees can be dismissed at will, without recourse.

As a result of poverty, the education system is poor. The wealthy send their children to Oceania for their studies. Some statistics are as follows: • Graduates: 1% • Literacy: 20% • Tertiary education: 12% • Computer literacy: 2% The economy is impoverished. The banking system is centralised and controlled by the government. There appears to be no will by the government to improve the economy.

Government

The government is a single party state and the President rules the country with an iron fist. The police and army are visible in all areas at all times. There was an attempted coup de etat two years ago, which was thwarted. The rebels were arrested and then hanged without a trial. Corruption is the order of the day.


LUNIA INFORMATION Background: No information available. Industries: No information available. Infrastructure: No information available. Lifestyle: No information available. Skills: No information available. Economy: No information available. Government: No information available. Whilst there is no information available on Lunia, this can be purchased.


PRODUCT INFORMATION Name: Nodle Blue Product Type: Component Target Market: Automotive

Costing:

Sales History (Units):

Customer Base: Industry

Name

Unit Sales (2013)

Selling Price

Vehicle Manufacturer

Rotocar

87,000

Detauto

Retail Spares Distributors

Raw Material

B 84.00

Year

Unit Sales

Direct Labour

B 12.00

2013

208,000

Total Cost

B 96.00

2012

210,000

2011

230,000

2010

255,000

2009

280,000

2008

300,000

Results in 2013 Total Sales

B 45,684,000

B 192.00

Total cost of Sales

B 19,968,000

38,000

B 210.00

Gross Profit

B 25,716,000

Nationwide Spares

35,000

B 240.00

% Gross Profit

56.3%

Jumbo Parts

17,000

B 250.00

Spares Centre

21,000

B 250.00

Cash Spares

10,000

B 310.00


PRODUCT INFORMATION Name: Nodle Green Product Type: Component Target Market: Domestic Appliance industry

Costing:

Sales History (Units):

Customer Base: Industry

Name

Unit Sales (2013)

Selling Price

Appliance Manufacturers

Apex Goods

378,000

Leno Appliances

Appliance Spares outlets

Appliance Place

Raw Material

B 22.00

Year

Unit Sales

Direct Labour

B

8.00

2013

600,000

Total Cost

B 30.00

2012

610,000

2011

600,000

2010

590,000

2009

600,000

2008

580,000

Results in 2013 Total Sales

B 26,172,000

B 40.00

Total cost of Sales

B 18,000,000

162,000

B 46.00

Gross Profit

B 8,172,000

60,000

B 60.00

% Gross Profit

31.2%


PRODUCT INFORMATION Name: Nodle Red Product Type: Component Target Market: Computer hardware

Costing:

Sales History (Units):

Customer Base: Industry

Name

Unit Sales (2013)

Selling Price

Lap-top manufacturers

Aver

101,000

Bell LD

Raw Material

B 68.00

Year

Unit Sales

Direct Labour

B 14.00

2013

240,000

Total Cost

B 82.00

2012

225,000

2011

215,000

2010

200,000

2009

160,000

2008

100,000

Results in 2013 Total Sales

B 28,825,000

B 120.00

Total cost of Sales

B 19,680,000

91,000

B 115.00

Gross Profit

B 9,145,000

48,000

B 130.00

% Gross Profit

31.7%


PRODUCT INFORMATION Name: Nodle Yellow Product Type: Component Target Market: Cycling industry

Costing:

Sales History (Units):

Customer Base: Industry

Name

Unit Sales (2013)

Selling Price

Cycle Manufacturers

Winston Cycles

496,000

B 22.00

Lumba Bikes

304,000

B 25.00

Raw Material

B

8.00

Year

Unit Sales

Direct Labour

B

3.00

2013

800,000

Total Cost

B 11.00

2012

805,000

2011

790,000

2010

780,000

2009

810,000

2008

800,000

Results in 2013 Total Sales

B 18,512,000

Total cost of Sales

B 8,800,000

Gross Profit

B 9,712,000

% Gross Profit

52.5%


PRODUCT INFORMATION Name: Nodle Black Product Type: Component Target Market: Agricultural Equipment

Costing:

Sales History (Units):

Customer Base: Industry

Name

Unit Sales (2013)

Selling Price

Agricultural Equipment Manufacturers

Sassey Equipment

50,000

B 400.00

Highland Agri

40,000

B 400.00

Spare Parts

Agri-spares

10,000

B 580.00

Raw Material

B 240.00

Year

Unit Sales

Direct Labour

B

42.00

2013

100,000

Total Cost

B 282.00

2012

90,000

2011

86,000

2010

80,000

2009

74,000

2008

62,000

Results in 2013 Total Sales

B 41,800,000

Total cost of Sales

B 28,200,000

Gross Profit

B 13,600,000

% Gross Profit

32.5%


CONSOLIDATED SALES ANALYSIS 2013 Product Nodle Blue

Sales

Cost of Sales

Gross Profit

% Gross Profit

B 45,684,000

B 19,968,000

B 25,716,000

56.3%

Nodle Green

26,172,000

18,000,000

8,172,000

31.2%

Nodle Red

28,825,000

19,680,000

9,145,000

31.7%

Nodle Yellow

18,512,000

8,800,000

9,712,000

52.5%

Nodle Black

41,800,000

28,200,000

13,600,000

32.5%

B 160,993,000

B 94,648,000

B 66,345,000

41.2%

Total


CONSOLIDATED VOLUME HISTORY [Excluding New Business] [000’s] Year

Blue

Green

Red

Yellow

Black

2013

208

600

240

800

100

2012

210

610

225

805

90

2011

230

600

215

790

86

2010

255

590

200

780

80

2009

280

600

160

810

74

2008

300

580

100

800

62


INVESTMENT OPPORTUNITY The investment opportunity lies in Technology Agreements

Technology Agreements

Technology agreements come about where an organisation opts to buy advanced technology and methods. This is to avoid the expense and hit-and-miss risks of doing one’s own research and development. There is normally a high cost involved but savings should be enjoyed. In this case there are technology agreements available for each of the five Nodels, from different manufacturers, at different costs and with different benefits. Technology agreements may only be purchased once per product. The details are as follows:

Product

Cost

Benefits

Nodle Blue

B 3,000,000

Raw material cost reduction: 5% Direct labour reduction: 15%

Nodle Green

B 3,000,000

Raw material cost reduction: 5% Direct labour reduction: 15%

Nodle Red

B 4,000,000

Raw material cost reduction: 5% Direct labour reduction: 5%

Nodle Yellow

B 2,000,000

Raw material cost reduction: 10% Direct labour reduction: 10%

Nodle Black

B 5,000,000

Raw material cost reduction: 5% Direct labour reduction: 5%


MARKET REVIEW Automotive Market

Nodle Blue is distributed into this market. The volumes have flattened out over the past few years. In the main, this may be that vehicle manufacturers are selling fewer cars due to high interest rates. This could be borne out of the fact that the retail part sales have increased over the same time period. This has happened because people are keeping their cars longer and have to buy more spares. To date Rotocar has retrenched over 150 people. There are rumours in the market that Detauto will launch an entry level diesel vehicle in late 2014.

Domestic Appliance Market

Nodle Green is distributed into this market. This market is of concern as the volumes are starting to decline. This has happened as a result of Windsor Widgets gaining market share due to price cutting. They have been awarded the latest contract for the soon to be launched Apex Washer. On top of this there is an increase in imports from China. The quality is definitely inferior, but the prices are really low.

Computer Market

Nodle Red is distributed into this market. They are experiencing continued growth in this sector as a result of the very successful launch by Aver of their Spark tablet computers. There are also several new products on the drawing board of Aver, and Novel Nodles are developing the next generation Nodle Red with Aver. A concern is that LD, formerly a large customer of Novel Nodles, has stopped manufacturing and now has their products made under license by Wong Computers in China.

Cycling Market

Nodle Yellow is distributed in this market. There is a new interest in recreational cycling and Winston, the market leader has seen sharp growth, particularly in Oceania. Recreational cycling has also started to become a new fad in Alandia, as a new middle class emerges. The traditional bicycle market is declining due to the influx of very inexpensive scooters from Thailand.

Agricultural Market

The very good rains over the past few years, has seen growth in the sales of tractors. It is also suspected that the owners of Sassey, the Grand family may have been awarded several government tenders under very suspicious circumstances.


COMPETITOR REVIEW Paton Parts Paton Parts manufacture their equivalent of Nodle Blue and Nodle Black which are called Paton Blue and Paton Black. They run a highly automated plant, based in Oceania. It is a family owned business, which means that decisions are made very quickly. It is believed that the specifications for Detauto’s new vehicle have been written around the Paton Blue product. The company’s Chief Executive is Peter Paton. Paton is 42 years old and is a qualified Engineer and has just completed his MBA with Wits Business School. He spent about 3 years at the Toyota manufacturing plant in Japan, where he was intimately involved with Toyota Production Systems, which is basically Lean Management. Peter is highly respected throughout Paton Parts, as well as the industry. He is a quiet man who relishes new ideas from his staff. He constantly interacts with them and has what he calls “sticky bun Fridays”. Every Friday he joins a different manufacturing cell operation, at the morning tea break, where he brings the buns and spends time interacting with them. He holds frequent open meetings with all members of staff present to advise them of developments in the company. They introduced a Lean Manufacturing set-up in the factory to ensure maximum utilization of equipment, space and personnel. It is estimated that this has reduced their cost base by at least 10%. They have applied for tax concessions from the Alandia government if they set up an assembly plant there. As they are also a supplier to Rotocar this will mean that they will be a lot closer to Rotocar thus reducing transport costs as well. They are very active in the retail aftermarket and are believed to be selling about 60% more in these markets. They are estimated to have 40% market share on Paton Blues and 25% on Paton Black.


COMPETITOR REVIEW Windsor Widgets Windsor Widgets is owned and managed by Wally Windsor. Wally is the former Manufacturing Director of Novel Nodles. As a result of this they have very accurate information as to Novel’s manufacturing and costing systems. Windsor currently manufactures Windsor Green and Windsor Red, which are the equivalent of Nodle Green and Nodle Red. Due to Wally’s knowledge of all of Novel’s products, it is assumed that they will shortly be introducing Windsor Blue and Winsor Black. The manufacturing systems at Windsor are fairly basic as most of the equipment was built by Wally. After he finished Grade 10, Wally’s father said that Wally should start working and earning his own living. He became an apprentice boilermaker and enjoyed what he was doing. He worked under a particularly strict boss, who believed that only disciplined employees would be productive. He ruled the apprentices with an iron fist. Wally admired the man immensely and as he progressed he modelled his management style in the same way. He believes that autocratic management is the only way to get things done in manufacturing. His staff turnover is very high, but his attitude is that as the operations are fairly simple, it does not take long to train new people. The staff approached him last year to recognise a Union and he threatened to fire anyone who even mentioned the word “Union”. He is 60 years old and is the reigning darts champion at his local pub and has been for the last 8 years. Wally is said to have recently undertaken a trip to Lunia, where he has been talking to the King of Lunia about supplying Windsor Blue to the King’s own company, Dodgy Cars. Windsor entertains their customers lavishly, with visits to game farms being a frequent occurrence.


COMPETITOR REVIEW Balfour Bits Balfour Bits manufacture Balfour Yellow, which is equivalent to Nodle Yellow. The annual Tours de Oceania, a 500 kilometer race regularly attracts famous cyclists from Europe and North America. The competition is sponsored by Balfour Bits and is known as the “Balfour Buster�. Winston Cycles are due to announce the imminent launch of their new carbon fibre cycle, which has gained a lot of interest from around the world. It is estimated that they will produce 100,000 cycles, which translates to needing 400,000 Yellows. Bill Balfour, the Managing Director is the President of the Oceania Cycling Club, a very prestigious club in the capital of Oceania. He is 56 years old. He inherited the business from his late father. He is well known in social circles and is very popular. He is a man who is able to charm even the most dissatisfied customer into feeling that they should appreciate even being able to buy from Balfour Bits. He is also the President of the local Rotary Club and is the most popular President on record. Novel Nodles and Balfour Bits are going to be asked to quote on the new business within the next month.


INTERNAL REVIEW Sales and Marketing Department »» Strengths

o The Director, Victor Chen, has 22 years of experience in the market. o The company is well known in the market.

»» Weaknesses o The marketing intelligence lacks substance. All information is vague. o The product knowledge of the sales staff is very poor, as both Sharon Jones and Fred Davies are new to Novel Nodles.


SALES AND MARKETING STRATEGIC PLAN It is the Marketing Strategic Plan to improve Market Intelligence, expand the spares market and improve the technical knowledge of the sales staff.

SALES AND MARKETING STRATEGIC OBJECTIVES Weakness Market Intelligence

Spares market Technical Training

Strategic Objectives

Responsibility

Deadline

»» Visit Rotocar to establish facts

DR

31.03.14

»» Investigate Apex/Windsor relationship

TD

15.04.14

»» Visit Winston to change specifications for Nodle Yellows

TI

30.04.14

»» Establish circumstances of Sassey and Grand Family tenders

DR

14.05.14

»» Evaluate market potential of all spares markets

TD/TI

30.06.14

»» Submit a strategy to the Board to penetrate this market

VC

31.07.14

»» Conduct skills audit on Sharon Jones

TI

31.03.14

»» Conduct skills audit on Fred Davies

TI

31.03.14

»» Develop technical skills programme

TI

30.04.14

»» Conduct training

TI

31.05.14

»» Conduct customer visits with Sharon and Fred to evaluate competence

TI

ongoing


PROJECTED SALES AND MARGINS – 2014 Product

Volume

Unit Cost

Sales

Cost of Sales

Gross Profit

% Gross Profit

Nodle Blue

200,000

B96.00

43,930,000

19,200,000

24,730,000

56.3%

Nodle Green

600,000

30.00

26,160,000

18,000,000

8,160,000

31.2%

Nodle Red

280,000

82.00

33,610,000

22,960,000

10,650,000

31.7%

Nodle Yellow

800,000

11.00

18,520,000

8,800,000

9,720,000

52.5%

Nodle Black

120,000

282.00

50,130,000

33,840,000

16,290,000

32.5%

B 172,350,000

B 102,800,000

69,550,000

40.4%

Total

N/A

N/A


STRATEGY DECISIONS After the Directors presented their respective strategies, Anne accepted all except the Marketing Strategy. She said that there were objectives but she would like to see a proper Marketing plan. She outlined what she was looking for. Executive summary

In about half a page or less, summarise the most important aspects of the business. Cover who the company is and what the company is about, including unique aspects.

Vision

The dream of the organisation.

Mission

Who we are, what we sell and who our customers are

Values

The moral ethics within which we operate

Situational analysis

Environmental analysis »» What is happening politically, economically, technologically, socially Geographics »» A review of what is happening on the different continents Demographics »» A review of the various market segments Competition »» A review of the competitors; their current and anticipated future strategies. »» How is the company viewed in the marketplace? It may be an idea to construct a perceptual map SWOT analysis »» Strengths – what we are really good at »» Weaknesses – what are we not good at and what we are going to do about it. »» Threats – what is a threat to us, that we can do nothing about »» Opportunities – what is happening out there that we may be able to take advantage of


The Marketing Mix

Product »» What are our products? »» Where are the in the product life cycle? »» Are our products what the market wants? »» Do we need new products? »» Do we need to adapt any products? »» What are the specific target volumes per product? Price »» What are our current gross margins? »» Where can we improve margins without losing business? »» Are our prices competitive? »» What is our pricing strategy for new enquiries? »» What are our targeted gross profits in Bucks? Place »» What is our current distribution network? »» What is our competitors’ distribution strategy? »» Do we need to adapt? Promotion »» How are we going to communicate with the market about our products –  Above the line advertising  Below the line advertising  Promotions »» Do we need to make any packaging changes? People »» A review of the selling skills of sales staff »» A review of the technical skills of the sales staff

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