The following area focuses on the of marketing for Kevin Mccarthy And Westlake Chemical Corp A where the business's clients, rivals and core competencies have actually evaluated in order to validate whether the choice to introduce Case Study Help under Kevin Mccarthy And Westlake Chemical Corp A brand name would be a possible choice or not. We have to start with taken a look at the type of customers that Kevin Mccarthy And Westlake Chemical Corp A deals in while an assessment of the competitive environment and the business's weak points and strengths follows. Embedded in the 3C analysis is the justification for not introducing Case Study Help under Kevin Mccarthy And Westlake Chemical Corp A name.
Kevin Mccarthy And Westlake Chemical Corp A consumers can be segmented into 2 groups, commercial consumers and last customers. Both the groups utilize Kevin Mccarthy And Westlake Chemical Corp A high performance adhesives while the company is not only involved in the production of these adhesives however also markets them to these consumer groups. There are 2 kinds of products that are being sold to these prospective markets; instant adhesives and anaerobic adhesives. We would be concentrating on the consumers of immediate adhesives for this analysis given that the marketplace for the latter has a lower potential for Kevin Mccarthy And Westlake Chemical Corp A compared to that of instantaneous adhesives.
The overall market for instant adhesives is approximately 890,000 in the United States in 1978 which covers both consumer groups which have been identified earlier.If we take a look at a breakdown of Kevin Mccarthy And Westlake Chemical Corp A potential market or customer groups, we can see that the company sells to OEMs (Initial Equipment Makers), Do-it-Yourself consumers, repair and overhauling companies (MRO) and producers dealing in items made of leather, wood, metal and plastic. This diversity in consumers recommends that Kevin Mccarthy And Westlake Chemical Corp A can target has different options in regards to segmenting the market for its brand-new item especially as each of these groups would be requiring the very same kind of item with particular modifications in quantity, need or product packaging. However, the customer is not rate sensitive or brand name conscious so introducing a low priced dispenser under Kevin Mccarthy And Westlake Chemical Corp A name is not a suggested option.
Kevin Mccarthy And Westlake Chemical Corp A is not simply a producer of adhesives but delights in market leadership in the immediate adhesive market. The company has its own knowledgeable and competent sales force which adds value to sales by training the business's network of 250 distributors for helping with the sale of adhesives.
Core proficiencies are not restricted to adhesive production only as Kevin Mccarthy And Westlake Chemical Corp A also specializes in making adhesive dispensing devices to facilitate the use of its products. This double production method offers Kevin Mccarthy And Westlake Chemical Corp A an edge over competitors given that none of the competitors of dispensing equipment makes instant adhesives. Furthermore, none of these rivals offers directly to the customer either and uses distributors for connecting to consumers. While we are looking at the strengths of Kevin Mccarthy And Westlake Chemical Corp A, it is essential to highlight the company's weak points.
The company's sales staff is experienced in training distributors, the truth stays that the sales group is not trained in offering devices so there is a possibility of relying greatly on suppliers when promoting adhesive devices. However, it needs to likewise be noted that the suppliers are showing reluctance when it comes to offering devices that needs servicing which increases the challenges of offering equipment under a particular brand.
The business has items aimed at the high end of the market if we look at Kevin Mccarthy And Westlake Chemical Corp A item line in adhesive devices particularly. If Kevin Mccarthy And Westlake Chemical Corp A offers Case Study Help under the very same portfolio, the possibility of sales cannibalization exists. Offered the reality that Case Study Help is priced lower than Kevin Mccarthy And Westlake Chemical Corp A high-end product line, sales cannibalization would certainly be impacting Kevin Mccarthy And Westlake Chemical Corp A sales profits if the adhesive devices is offered under the business's brand name.
We can see sales cannibalization affecting Kevin Mccarthy And Westlake Chemical Corp A 27A Pencil Applicator which is priced at $275. There is another possible danger which might reduce Kevin Mccarthy And Westlake Chemical Corp A income if Case Study Help is introduced 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 introducing 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 marketplace in general, the adhesives market does not show brand orientation or price consciousness which provides us 2 additional reasons for not launching a low priced product under the business's brand.
The competitive environment of Kevin Mccarthy And Westlake Chemical Corp A would be studied by means of Porter's 5 forces analysis which would highlight the degree of competition in the market.
Bargaining Power of Buyer: The Bargaining power of the purchaser in this industry is low specifically as the buyer has low understanding about the product. While companies like Kevin Mccarthy And Westlake Chemical Corp A have handled to train distributors regarding adhesives, the final customer is dependent on distributors. Approximately 72% of sales are made straight by manufacturers and distributors for instant adhesives so the purchaser has a low bargaining power.
Bargaining Power of Supplier: Offered the truth that the adhesive market is controlled by 3 players, it could be stated that the supplier takes pleasure in a higher bargaining power compared to the buyer. The fact stays that the provider does not have much influence over the purchaser at this point particularly as the buyer does not show brand acknowledgment or cost sensitivity. This shows that the supplier has the higher power when it concerns the adhesive market while the producer and the purchaser do not have a significant control over the real sales.
Threat of new entrants: The competitive environment with its low brand name commitment and the ease of entry shown by foreign Japanese competitors in the instantaneous adhesive market indicates that the marketplace permits ease of entry. However, if we take a look at Kevin Mccarthy And Westlake Chemical Corp A in particular, the business has dual abilities in terms of being a manufacturer of adhesive dispensers and immediate adhesives. Prospective threats in equipment dispensing industry are low which reveals the possibility of creating brand name awareness in not only immediate adhesives but also in dispensing adhesives as none of the market gamers has handled to place itself in double capabilities.
Risk of Substitutes: The danger of alternatives in the immediate adhesive market is low while the dispenser market in particular has replacements like Glumetic pointer applicators, inbuilt applicators, pencil applicators and sophisticated consoles. The reality stays that if Kevin Mccarthy And Westlake Chemical Corp A introduced Case Study Help, it would be enjoying sales cannibalization for its own items. (see appendix 1 for structure).
Despite the fact that our 3C analysis has given various factors for not introducing Case Study Help under Kevin Mccarthy And Westlake Chemical Corp A name, we have actually a recommended marketing mix for Case Study Help provided below if Kevin Mccarthy And Westlake Chemical Corp A chooses to go on with the launch.
Product & Target Market: The target market chosen for Case Study Help is 'Motor vehicle services' for a number of reasons. This market has an additional development capacity of 10.1% which may be a good enough specific niche market sector for Case Study Help. Not only would a portable dispenser deal convenience to this particular market, the truth that the Do-it-Yourself market can also be targeted if a potable low priced adhesive is being sold for use with SuperBonder.
Price: The recommended cost of Case Study Help has actually been kept at $175 to the end user whether it is sold through distributors or by means of direct selling. This price would not include the cost of the 'vari idea' or the 'glumetic idea'. A rate below $250 would not need approvals from the senior management in case a mechanic at a motor vehicle maintenance store needs to purchase the product on his own. This would increase the possibility of affecting mechanics to acquire the item for usage in their day-to-day maintenance tasks.
Kevin Mccarthy And Westlake Chemical Corp A would only be getting $157 per unit as shown in appendix 2 which offers a breakdown of gross profitability and net success for Kevin Mccarthy And Westlake Chemical Corp A for launching Case Study Help.
Place: A circulation model where Kevin Mccarthy And Westlake Chemical Corp A directly sends out the product to the local supplier and keeps a 10% drop shipment allowance for the distributor would be used by Kevin Mccarthy And Westlake Chemical Corp A. Considering that the sales group is already engaged in selling immediate adhesives and they do not have knowledge in offering dispensers, including them in the selling process would be expensive particularly as each sales call expenses approximately $120. The distributors are currently offering dispensers so selling Case Study Help through them would be a beneficial option.
Promotion: Although a low advertising budget needs to have been appointed to Case Study Help however the fact that the dispenser is an innovation and it requires to be marketed well in order to cover the capital costs sustained for production, the recommended marketing strategy costing $51816 is suggested for initially presenting the product in the market. The planned ads in publications would be targeted at mechanics in vehicle maintenance stores. (Suggested text for the advertisement is shown in appendix 3 while the 4Ps are summarized in appendix 4).