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POSITIONING

POSITIONING

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POSITIONING

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  1. POSITIONING • Direct Competitors • Spectra • Mastercraft • Dupont • Continental • MPS • Determinants attributes • Quality • Service

  2. POSITIONING

  3. POSITIONING STATEMENT “For upscale companies, Action Flooring, Inc. is the flooring company that offers a wide variety of products with premium service.”

  4. PRODUCT LINE • Current product mix

  5. PRODUCT LINE • Benefits of flooring • aesthetically pleasing • noise reducer • lower maintenance costs • Managing product line • need to promote resilient and ceramic tile

  6. PRODUCT LINE • Branding • differentiate from competitor • increase awareness of the company • stress the relationship between Action Flooring and Kramer

  7. PRODUCT LINE • Servicing the customer • service reliability • efficient complaint handling • quick responsiveness to inquires, quotations and order processing.

  8. PRODUCT LIFE CYCLE

  9. PRICING • Premium price strategy • to signify quality and price differentiation • Customer oriented method • psychological aspect of purchase

  10. DISTRIBUTION CHANNELS SUPPLIER/MANUFACTURER ACTION FLOORING CUSTOMER

  11. DISTRIBUTION CHANNELS • Vertical integration • supplier relationships • Horizontal integration • Minority status

  12. BUSINESS MARKETS • Straight rebuy • Modified rebuy • New-task buying • Information • Credentials • Personal vendor relationship

  13. MARKET COMMUNICATION STRATEGY • $10,000 budget • Limitations • Personal selling • Reciprocal relationship of sales representative to buyer and to seller • Structure of sales force • implementation

  14. MARKET COMMUNICATION STRATEGY • Personal selling (cont.) • Importance of training • Complex selling process • Prospecting • Pre-approach • Approach • Presentation and Demonstration • Handling of objections • Closing • Follow-up

  15. CONCLUSION & RECOMMENDATIONS • Advantages • Industry knowledge of Action Flooring management • Contract with Ford Motor Co. • Aspects of technology • Furniture lifting equipment • Demographics • Metropolitan Detroit

  16. CONCLUSION & RECOMMENDATIONS • Limitations • Fierce competition • Capital • New company • Minimal awareness • Technology • Recycling

  17. CONCLUSION & RECOMMENDATIONS • Recommendations • Maintain relationship with Ford Motor Co. • Post Mission Statement where employees can see • Recycling • Partner up with minority status company • Periodically schedule for re-evaluation of industry • avoid “me too” marketing