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Century National Bank Na Case Study Solution
Century National Bank Na Case Study Help
Century National Bank Na Case Study Analysis
The following area concentrates on the of marketing for Century National Bank Na where the company's clients, competitors and core competencies have examined in order to justify whether the decision to release Case Study Help under Century National Bank Na brand name would be a possible option or not. We have actually to start with taken a look at the kind of consumers that Century National Bank Na deals in while an evaluation of the competitive environment and the company's strengths and weaknesses follows. Embedded in the 3C analysis is the justification for not launching Case Study Help under Century National Bank Na name.
Both the groups use Century National Bank Na high efficiency adhesives while the business is not only involved in the production of these adhesives but also markets them to these customer groups. We would be focusing on the consumers of instantaneous adhesives for this analysis considering that the market for the latter has a lower capacity for Century National Bank Na compared to that of instantaneous adhesives.
The total market for immediate adhesives is roughly 890,000 in the United States in 1978 which covers both client groups which have been determined earlier.If we look at a breakdown of Century National Bank Na potential market or customer groups, we can see that the business sells to OEMs (Original Equipment Producers), Do-it-Yourself customers, repair and overhauling business (MRO) and producers handling products made of leather, plastic, metal and wood. This diversity in customers recommends that Century National Bank Na can target has various choices in regards to segmenting the market for its brand-new product specifically as each of these groups would be requiring the very same type of product with particular modifications in demand, amount or product packaging. The client is not cost sensitive or brand name mindful so launching a low priced dispenser under Century National Bank Na name is not a recommended choice.
Century National Bank Na is not simply a producer of adhesives but delights in market leadership in the instant adhesive industry. The company has its own competent and qualified sales force which adds value to sales by training the business's network of 250 suppliers for assisting in the sale of adhesives.
Core competences are not restricted to adhesive manufacturing only as Century National Bank Na also focuses on making adhesive dispensing equipment to help with making use of its items. This dual production strategy provides Century National Bank Na an edge over competitors considering that none of the rivals of giving devices makes instant adhesives. Additionally, none of these rivals offers directly to the consumer either and utilizes suppliers for reaching out to consumers. While we are looking at the strengths of Century National Bank Na, it is very important to highlight the company's weak points as well.
Although the business's sales personnel is knowledgeable in training distributors, the fact remains that the sales group is not trained in selling equipment so there is a possibility of relying heavily on suppliers when promoting adhesive devices. It must likewise be kept in mind that the suppliers are revealing hesitation when it comes to selling equipment that requires servicing which increases the difficulties of selling equipment under a specific brand name.
If we look at Century National Bank Na product line in adhesive devices especially, the company has actually items targeted at the high end of the market. The possibility of sales cannibalization exists if Century National Bank Na offers Case Study Help under the same portfolio. Provided the truth that Case Study Help is priced lower than Century National Bank Na high-end line of product, sales cannibalization would absolutely be affecting Century National Bank Na sales profits if the adhesive devices is offered under the business's brand name.
We can see sales cannibalization affecting Century National Bank Na 27A Pencil Applicator which is priced at $275. There is another possible hazard which could reduce Century National Bank Na revenue if Case Study Help is launched under the business's trademark name. The reality that $175000 has been invested in promoting SuperBonder recommends that it is not a good time for launching a dispenser which can highlight the truth that SuperBonder can get logged and Case Study Help is the anti-clogging solution for the instant adhesive.
Furthermore, if we look at the market in general, the adhesives market does disappoint brand name orientation or cost awareness which provides us 2 additional reasons for not launching a low priced item under the company's brand name.
The competitive environment of Century National Bank Na would be studied via Porter's five forces analysis which would highlight the degree of rivalry in the market.
Bargaining Power of Buyer: The Bargaining power of the purchaser in this market is low particularly as the buyer has low understanding about the item. While companies like Century National Bank Na have handled to train distributors concerning adhesives, the last customer depends on suppliers. Roughly 72% of sales are made directly by producers and distributors for instantaneous adhesives so the purchaser has a low bargaining power.
Bargaining Power of Supplier: Given the truth that the adhesive market is controlled by 3 gamers, it could be said that the provider delights in a higher bargaining power compared to the purchaser. The truth remains that the provider does not have much impact over the purchaser at this point particularly as the buyer does not show brand recognition or cost level of sensitivity. This shows that the distributor has the higher power when it concerns the adhesive market while the manufacturer and the buyer do not have a major control over the real sales.
Threat of new entrants: The competitive environment with its low brand name loyalty and the ease of entry shown by foreign Japanese competitors in the instant adhesive market indicates that the marketplace allows ease of entry. Nevertheless, if we take a look at Century National Bank Na in particular, the business has dual capabilities in terms of being a producer of instant adhesives and adhesive dispensers. Possible dangers in devices giving industry are low which shows the possibility of producing brand awareness in not just instantaneous adhesives but also in dispensing adhesives as none of the market players has managed to position itself in dual abilities.
Danger of Substitutes: The threat of alternatives in the instant adhesive industry is low while the dispenser market in particular has substitutes like Glumetic suggestion applicators, inbuilt applicators, pencil applicators and sophisticated consoles. The reality stays that if Century National Bank Na introduced Case Study Help, it would be enjoying sales cannibalization for its own products. (see appendix 1 for structure).
Despite the fact that our 3C analysis has actually given various reasons for not releasing Case Study Help under Century National Bank Na name, we have a suggested marketing mix for Case Study Help given listed below if Century National Bank Na chooses to proceed with the launch.
Product & Target Market: The target market chosen for Case Study Help is 'Motor automobile services' for a number of reasons. This market has an additional development capacity of 10.1% which might be an excellent adequate specific niche market section for Case Study Help. Not only would a portable dispenser deal benefit to this specific market, the reality that the Do-it-Yourself market can likewise be targeted if a potable low priced adhesive is being sold for use with SuperBonder.
Price: The suggested rate of Case Study Help has been kept at $175 to the end user whether it is offered through suppliers or via direct selling. A cost below $250 would not require approvals from the senior management in case a mechanic at a motor automobile upkeep shop requires to purchase the product on his own.
Century National Bank Na would only be getting $157 per unit as displayed in appendix 2 which gives a breakdown of gross success and net success for Century National Bank Na for introducing Case Study Help.
Place: A circulation model where Century National Bank Na straight sends the item to the local distributor and keeps a 10% drop shipment allowance for the distributor would be used by Century National Bank Na. Since the sales team is currently participated in offering immediate adhesives and they do not have know-how in offering dispensers, involving them in the selling procedure would be expensive particularly as each sales call costs approximately $120. The distributors are already offering dispensers so offering Case Study Help through them would be a beneficial option.
Promotion: Although a low marketing spending plan should have been appointed to Case Study Help but the fact that the dispenser is an innovation and it needs to be marketed well in order to cover the capital costs incurred for production, the recommended marketing plan costing $51816 is recommended for initially presenting the product in the market. The prepared ads in publications would be targeted at mechanics in vehicle upkeep stores. (Suggested text for the advertisement is shown in appendix 3 while the 4Ps are summarized in appendix 4).
