Strategy and Implementation Summary
The company plans to rapidly develop marketing alliances with industry leaders and pursue new sales of homeowner, commercial, and industrial equipment. The market strategy is to capitalize on ER's ever-increasing customer base and contacts by offering the latest products and personalized service.
The company's goal in the next year is to obtain financing which will allow for expanding the shop/service area with up-to-date servicing equipment, hiring additional employees, and obtaining a delivery truck as well as rental and sales inventory for all aspects of the company's customer base.
The company's goal in the next two to five years is to hire additional employees, concentrate on customer service, and promote the company and the environment that has allowed for this increase in service by way of discounts and promotional specials that will benefit the company and the customer.
5.1 Competitive Edge
- Obtain financing. The company is currently working to obtain financing that will enable it to carry out its operations.
- Expansion. ER is currently in need of property for expansion and display, rental and sale, and to increase its product line. Storage is a constant problem without a building and additional land to met ER's current needs.
- Purchase additional equipment. Most previous equipment purchases have been for resale/consignment, and the markup has not allowed for a great increase in supplies.
- Hire more employees. The company plans to employ two people from the area, in positions within the shop. They will be responsible for maintenance, repair, and delivery. This will enable Mr. and Mrs. James to focus on the core of the business.
- Increase advertising. The company is currently working to expand its advertising campaigns. The company has designed a tri-fold brochure that will make people in the area aware of its product offering and how it can meet their needs.
- Establish more alliances. ER has contacts with several companies with floor plans, which will enable the company to stock several of their items for resale. The company plans to purchase some of their products, leaving them to furnish the display equipment.
5.2 Marketing Strategy
The company has strategic alliances with the ARA. This alliance is valuable to ER because the company gets to air television ads, and they are valuable to the ally firms because they are promoting a local company and this helps in community development. ER plans to also form strategic alliances with Internet sites, area publications, and other equipment dealers.