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