Durango Gravel, Inc.'s strategy is as follows:
We intend to maximize product sales through aggressive marketing, penetrate the asphalt market, and increase our targeted marketing efforts.
Our main strategy at Durango Gravel, Inc. is to position ourselves at the top of the quality scale, featuring our combination of fine quality products and the best customer service in the region.
We are committed to communicating our "Quality" position to the market. Programs are mainly those listed in the Milestones Table, including the continued acquisition of public-sector accounts.
We offer our target customer, who cares about personal service, as well as product quality, a vendor who acts as a strategic ally, with the highest quality asphalt and gravel products at a premium price that reflects the value of reassurance that systems will work.
The marketing strategy is the core of the main strategy, and is multi-faceted:
With regard to products carried by our competitors, our pricing strategy will be to either match their prices, or to be marginally lower. We expect that our superior service will be a major factor.
Our competitive edge is our quality product, location, emphasis on customer service, and our long-term availability of products.
We need to sell our company, not just the products. We have to sell our service and support.
The Yearly Total Sales chart summarizes our ambitious sales forecast. We expect sales to increase from $250,000 last year to approximately $2.7 million next year. The marketing strategy is the core of the main strategy, and is multi-faceted.
Sales forecasts are based on the following information:
The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation.