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- Company: Agner Aero Industries.
- Type of business: Hardware Distributor for Aeorospace.
The company’s image is a company logo. The logo has artistic letter initials; AAI. In addition, the image will be portrayed in artistic form in letter heads on business letters and cards. The image will also be embedded on the company’s website. Potential customers are deemed to notice the company’s image through the letter heads of the company’s invoices. The letter heads will have the company’s logo and the company’s location and address on any printed material. The company will also take the initiative of taking part in several corporate social responsibility activities, especially on environment conservation. The company will remain as a major sponsor in such activities to ensure its image is publicly known.
The company will invest in customer service by improving on deliveries of ordered products and services. The company will also have a 24 hour call center that takes in customer requests. Moreover, the company will improve customer service through quality products and services. The company policy on warranties and guarantees is to offer such on 1 year basis on any product and service bought. The company policy on returns is that once good or service is sold, they cannot be accepted back from the customer. However, the company is to incur any service cost.
The company will form and develop a direct sales team that will be trained on all aspects of selling the company’s products and services. This process will cost an estimated cost of $2 million on materials, salaries, samples and training.
Advertising and promotion
The company will use newsletters and online marketing for advertising the company’s distribution system. In this case, the media to be used for advertisement and promotion is the internet and the print media. The advertisement and promotion initiative is estimated to cost $6 millions.
In order to obtain publicity, the company intends to gain publicity by engaging the press and public relations. Moreover, the company intends to conduct corporate social responsibility events to promote the publicity of its image, products and services. In this case, the company will promote environment conservation events though the press. Other events to be promoted include the trade fairs and customer training and education conferences. In this context, the media to be used for publicity will include the radio and television stations and print media.
Telemarketing/ direct mail
While conducting telemarketing, the company will obtain a mailing list from the region’s telephone directory. The telemarketing will be scheduled twice every week, with an estimated 40% response rate of potential customers telephoned. It is estimated that the telemarketing will cost an estimated $ 250,000.
Market penetration effectiveness
The company will use advertising, promotion, customer service, publicity and direct sales as some of the market penetrating activities. These activities will begin at the first week of the development of the market penetration plan and end at the third month of the plan’s implementation. Each activity will be spearheaded by a team leader. Each activity’s effectiveness will be measured by the end results of the third month.
The company will exhibit its product at the end of the year trade show. The trade show is estimated to be attended by an average of 300,000 people. The company also intends to take part in the mid-year trade fair conference without product exhibits.