ETI: Marketing Strategy And Competitive Strategies

MARKETING STRATEGY

Problem one:

Solution

Creating a competitive advantage strategy the company could gain marketplace over ETI competitors.

Recommendation

 Gain competitive advantage: Define ETI’s mission in the marketplace, in a highly competitive market as manufacture, the company can gain competitive advantage by differentiating them from their competitors, trough products, price, operation and customer service.

Determine the customer base, identifying their needs and having a good feedback will help to create a competitive advantage.

 Market Development: Expanding the market, through the new sales force making a geographic segmentation to catch a new user of ETI products. Having new user for the product the company can gain new customers

Recommendation

 Product: Improving the customer service identifying and anticipating their needs, enhance employees to be customer service and have a good communication with them. Increasing the technical capabilities and quality of products could allow ETI gain reputation and increase sales. Key products feature that ETI marketing mix need:

 High quality

 Exceptional brand

 Good service

 Price: Because the high quality, good services and high technology using by ETI, the price can still high and this will allow positioned in the mind of the customer what they are paying is for quality and good services. Key price in the marketing mix of ETI :

 Superior price

 High price create the demand for the product (Thinking in quality)

 Promotion: ETI has to promote itself with the most useful and specialize media in manufacture industry, as print advertising, out of home advertisement and online advertising in their website.

 Place: Having a highly skilled sales force working for the company, qualified engineers in the manufacturing area, ETI should be present in Tradeshow and others industry organization

The stakeholder will be benefit from the positive changes that Elasto Therm will apply such as:

Management and Employees: Company will be given to their employees and managers the opportunity to develop and grow in the company as well as provide training and empower them to manage responsibilities. Additionally, ETI will offer security job.

Shareholders: Julia and Nate and the rest of ETI employees who are part of the ESOP plan will be benefits from the good return on investment and the maximization of the resources.

Customer: Better business performant and a good market orientation will benefit ETI’s customers.

Local Community: If the company still grow the community will get the benefits from the creation of new job opportunities.

PROPOSED BUSINESS PLAN

(Appendix: Proposed Business plan)

REOSURCE AVAILABILITY AND CONSTRAINTS

(Appendix: Resource availability and constraints)

LIMITATION

(Appendix: