Professional Documents
Culture Documents
Penton Ltd.
Manufactures and markets a range of DIY products
consultants to conduct a detailed audit of the company due to downturn in retail sales and reduced profit margins
1950
1980
DOWNTURN IN RETAIL SALES
1991
THREAT OF TAKEOVER
SWOT
STRENGTH WEAKNESS
policy
OPPURTUNITIES
THREATS
Losing customer
Product
Place
Penton
Promotion
Price
Key Areas
A marketing orientation A far stronger and more effective planning culture A structured and productive new product development process
Questions
Q1. As a member of team of consultants, you have the responsibility for making recommendations as to how the organization might most effectively achieve the first two of the points mentioned under key areas. You are therefore required to prepare a report showing how this might be done.
Shopkeepers feedback
Reviewing the whole distribution network
Recommendations
Segmentation should be Based on Geography
Target Audience should be Middle Income Group Positioning should be based on Brand Extension Promotion: Demos in retail market,website Periodic Audit should be conducted
Competitor's Market
Market analysis with respect competitors: Competitors and their products Pricing policies Promotional activities Distribution channel Credit policy
Question
Q.2 What are the implications of your suggestions for approaches to management control?
Approach
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Direct & guide R & D department as per market requirement
Thank You