Cumeco Marketing Essay Research Paper This section free essay sample

Cumeco Marketing Essay, Research Paper This subdivision of the selling program provides the selling aim, the selected mark market, the selected services, our selling statement and our promotional recommendations. Goals tell were a concern wants to travel ; scheme replies how to acquire at that place. Every concern must orient a scheme for accomplishing its ends. The scheme must so be refined into specific plans that are implemented expeditiously and corrected if they are neglecting to accomplish the aims. Michael E. Porter, writer of the book? competitory scheme: techniques for analysing industries and rivals? has categorized schemes into 3 generic types, which are: Overall cost leading Here the concern works difficult to accomplish the lowest costs of production and distribution so it can monetary value lower than its rivals and win a big market portion. Differentiation Here the concern dressed ores on accomplishing superior public presentation in some of import client benefit country valued by the market as a whole. It can strive to be the service leader, the quality leader, the manner leader, the engineering leader, etc. Focus Here the concern focuses on one or more narrow market section instead than traveling after the whole market. The steadfast gets to cognize the demands of these sections and pursues either cost leading or some signifier of distinction within the mark section. As said before, Cumeco n.v. is in the concern of steel building, pipefitting and welding. We think that Cumeco n.v. must follow a scheme that is based on a combination of the distinction and concentrate scheme. Our recommendation is that Cumeco n.v. must get down concentrating on going a niche-player. As explained in the chance and publish analysis a market nicher is a smaller house that chooses to run in some portion of the market that is specialized and is improbable to pull larger houses. Now we can get down developing a selling scheme statement. The different clients we visited for our research had one thing to state: Cumeco n.v. delivers quality. The one word that kept coming back was QUALITY. The selling statement should hence be? to go known in the industry as the symbol of quality in the concern of metal building, pipe adjustment and welding which can be accomplished by ever run intoing the deadline and presenting quality plants? . With this selling statement in head we will get down developing the selling program. In our sentiment, our chief aim is to increase the consciousness of the company? s name and the services it provides and to place Cumeco n.v. in such a manner that when you hear the words Cumeco n.v you instantly think of quality. By introdusing such constructs as Entire Quality Management it will be able to make a sustainable competitory advantage. We believe that with our recommendations this can be accomplished. To measure the effectivity of our program, we recommend a study to be done 6 months after the executing of the program has started. The image of a company is really of import, because it? s what your mark market perceives of your company. The selected mark market is 8 The general contractors as they are in charge of large building undertakings and take on smaller contractors like Cumeco to make a specific building occupation 8 The designer agency as they make the drawings and in most instances make the computations 8 The building agency as they are specialized in doing building computations 8 Assorted companies e.g. makers, mills ( Amstel, Coca-Cola ) 8 Utilities companies e.g. Kodela, Setel, KAE The perceptual experience of the client is really of import even in the steel building concern. If the general contractors have a good feeling of your company, it will be easier to acquire a occupation order. Cumeco n.v. is being associated with quality, which is a good mark, but it is besides being associated with high monetary values. So we? ll have to work on their monetary value scheme. Cumeco n.v. has to get down take downing its cost in order to have a better competitory advantage. Although it is nice to be advanced and come up with a new merchandise, we feel at this clip Cumeco n.v. must non come up with a new service but work on the bing 1s. We feel they should: ? Increase their steel building occupation orders? Increase their pipe adjustment ( steel and PVC ) occupation ord Ers? Increase their aluminium welding occupation orders? Heavily advance their new sandblasting and coating installations Recommendations Since the first visit to Cumeco, we nem con decided that a major job at Cumeco was the absence of an employee in charge with all the selling A ; public dealingss activities and largely gross revenues. Mr. Chirino is a individual who wants to be and is on top of each undertaking. He makes certainly the contract is negotiated and signed, the undertaking planning is done, the undertaking computations are right, the occupation is started, finished and delivered on clip. As you can see, he does non hold the clip to maintain himself busy with the selling and PR activities and perform as a sales representative. We know it? s dearly-won to take person supernumerary on the paysheet. If Cumeco wants to do marketing the key to increase the consciousness of its company and merchandises or even their gross revenues, a selling officer with extra responsibilities such as gross revenues is a must. This individual would be working closely with Mr. Chirino so he/she must be trusty. With the marketing officer in topographic point we can do as much suggestions as we like, because we know there is person in charge of the executing. Job description marketing officer In this type of concern personal merchandising is the key to success. You have to cognize your clients, see them on a regular basis and construct a long permanent relation with them. The Marketing officer must work as a gross revenues individual. It is the occupation of the gross revenues individual to give client service. He/she will travel to the general contractors, the public-service corporation companies, the designer agency and the building agency and attempt to set up contacts and construct relationship with these clients. The gross revenues individual is in charge of doing these companies aware of the being of Cumeco, it? s merchandises and services and that Cumeco stands for quality in concern of metal building, pipe adjustment and welding. Once they are interested in offering Cumeco a occupation, Mr. Chirino steps in. He is the one negociating the contract as he has more cognition of the company? s capablenesss, the work and the computations. After the occupation has been taken and delivered, the gross revenues individual goes back after say 6 months to look into up on the client to see if everything is still satisfactory and possibly even if they have another occupation. The selling officer is in charge of organizing the selling attempts. Our chief aim is to increase the consciousness of the company? s name and the services it provides and to place Cumeco n.v. in such a manner that when you hear the words Cumeco n.v you instantly think of. We tried to integrate all the selling tools we believe will give consequences. Ad We are cognizant that Cumeco does non hold the financess to make much advertisement. If we want to accomplish our end one point in the hereafter we will hold to get down paying for some advertizements. Our suggestions are: 8 Newspaper adds in? De Makelaar? 8 Adds in the yellow pages of the telephone book 8 Direct mailing of enlightening booklets to the mark market We do non urge any event or sponsorship selling as we comprehend it non to be effectual. It will non make the mark market specifically. One of the chief promotional activity Cumeco must get down working on is PUBLICITY. We can get down working instantly on promotion. Our suggestions are: 8 For the startup of the new sandblasting and coating installations, give an startup party and ask for the imperativeness. Give out imperativeness releases together with a booklet incorporating all the work you have accomplished. Invite your mark market ( caput of the sections in charge of care of the assorted public-service corporations companies and the undertaking leaders of the designer agency, contractors companies etc ) . In selling we besides have promotional points to set at what we call the Point-of-purchase. We can do postings to set at the hardware shops. These postings must do frequent visitants of the hardware shops ( who may be in the concern of building ) aware of the name Cumeco. Actually it? s hard to come up with gross revenues publicity points for a building company. We do urge free ware in the signifier of calendars, mugs, pens and cardinal ironss to be distributed to the mark market. These points must hold Cumeco? s logo really clearly printed on it to increase consciousness with its mark market.