Marketing plan Essay Example | Topics and Well Written Essays - 2000 words - 3

Marketing plan - Essay Example The pharmacy has also gained economies of scale through selling larger quantities of drugs with less labor as the larger consumers order through mail order. The pharmacy expects a large number of customers since most Americans are on continuous medicine prescription. The Best Cure Pharmacy plans to increase its market share through targeted advertising in order to increase the number of customers who are looking for ways of saving on pricey which is a necessary expense (Malcol and Keegan, 2002). II. Situation analysis The Best Cure Pharmacy is in its first year of operation and highly believes that its products market demand will be high. The company is also convinced that it requires a cohesive marketing strategy. It offers a wide prescription of medicine for customer pick up at their store front and also distributes them via mail orders. Their prices are much better than those of their competitors and this makes their services attractive to a large number of people. SWOT Analysis i . Strengths Great prices It provides a unique business environment which is appropriate for business Has highly qualified and trained staff who are customer attentive It supplies drugs to its customers through mail orders ii. Weaknesses It lacks true experience of running a mail order outfit Government intervention or regulation to medicine It lacks brand equity and visibility of a start up business iii. Opportunities High pressure from consumers to purchase drugs through mail order The constant growth of those people on medication iv. Threats The entry into the mail order market by an already established company Regulatory legislation which may curtail the mail orders in the medicine industry III. Market Opportunity Analysis Market summary The Best Cure Pharmacy possessed good information in regard to their market as well as their target customers. The pharmacy plans to leverage this information in order to understand better who they serve, the specific needs of the customers and h ow the pharmacy can serve them better. Environment The Best Cure Pharmacy operates in a competitive market which is characterized by existing competitors. The environment is also characterized by different opportunities, and the company plans no to let any of these opportunities pass by. Demographics Best Cure Pharmacy customer profile consists of the following demographic, geographic and behavioral factors: Female and male A larger percentage of the clients are over 50 years Consist of economically good deals More than one medication per time The prescription is a continuous cycle not one that ends upon the correction of the malady Know what is needed and do not require extra services provided by some pharmacists Market needs The Best Cure Pharmacy is providing the target market with discounted drugs. This market is very important because many Americans are faced with the dilemma of using their income which is limited on either medication of food. The Best Cure Pharmacy will fulfil l the following benefits which are very important to its customers: Pricing- the Best Cure Pharmacy prices will be better than those of the other pharmacies. Accessibility- the products of the company will be distributed through their store fronts which are conveniently located with the US Selection- the pharmacy offers a wide range of medication products which include both generic and originals Customer service- the Best Cure Pharmacy recognizes the value of having an outstanding customer service. The company also

Case Analysis on Product Design or Process Design Term Paper

Case Analysis on Product Design or Process Design - Term Paper Example In order to understand better product design, this essay, will be looking at the case analysis of product design at the shipper manufacturing company. Company Overview The Shipper Manufacturing Company started in the aerospace business in the 1960s. In the early years, the company developed and produced the Echo weather satellites, which were launched into space. More recently, the Shipper manufacturing company had diversified into three divisions a) the materials division b) electrical products c) advanced products division, located in Faribault, Minnesota. Over the years the advanced products division has not been consistent with sales and profits as a result of this the divisions corporate strategy was changed. The Advanced product division manufactured the company’s specialty products for custom orders such as helicopter blade liners and mine stoppers. To produce these, the APD relies on the Materials Division production of laminate plastic materials. The Electrical Produc ts Division is responsible for producing the circuit boards and other electrical products. The company focuses on providing low volume specialty products to individual short run customers assuring the quality of their products. Strengths According to scholars (Ayres, 1984), in an industrial nation’s economic future may lie in the so called flexible systems of production, technically advanced and skill intensive industries which make customized products. In order to exhibit its strengths the company has to consider criteria’s such as its competitive strengths and its innovative aspects. The Shipper manufacturing company being based in the United States has an advantage to be in the centre of technology with a higher access to information technology systems that could ease its product design without compromising the customer’s demands. It should also respond to individual customer design demands and adapt new products to the unique requests of the customers; this has been something the shipper manufacturing company has done without equal whilst maintaining high quality standards. Weaknesses The manual system used at the Shipper manufacturing company incorporate the human component. Frequently, this human component may lead to a muddle or inefficiency mostly caused by delays in production due to negligence or an operative’s error. In addition a manual system of record keeping is used, these records are not transparent and no backups are available in case of an emergency. Opportunities The Shipper manufacturing company will restrict its market development resources to certain market divisions of growth and to shrewd industries where there is a realistic opportunity and presumption of inhabiting a presiding or strong competitive position Threat In measuring threats, the change in business strategy will require a corresponding change in manufacturing strategy. The business unit is growth oriented with substantial resources directed to new product or new market strategies, making it a medium-to high-risk operation. Recommendation Voice of the customer exercise - The Shipper manufacturing company should hold this exercise to brainstorm and communicate external and internal demands and expectations by customers. In addition the company should ensure that its customers are satisfied. This can be achieved by quality function deployment, define by Akao (1990) as the specific method for ensuring quality thought out at each juncture of product development process. The author claims that the use of quality function