The following area focuses on the 3Cs of marketing for Metromedia Broadcasting Corp where the company's customers, rivals and core proficiencies have actually examined in order to validate whether the choice to introduce Case Study Help under Metromedia Broadcasting Corp trademark name would be a feasible option or not. We have to start with looked at the type of clients that Metromedia Broadcasting Corp handle while an examination of the competitive environment and the company's weaknesses and strengths follows. Embedded in the 3C analysis is the justification for not launching Case Study Help under Metromedia Broadcasting Corp name.
Metromedia Broadcasting Corp clients can be segmented into 2 groups, final customers and commercial consumers. Both the groups utilize Metromedia Broadcasting Corp high performance adhesives while the business is not only associated with the production of these adhesives but also markets them to these customer groups. There are 2 types of items that are being sold to these potential markets; instant adhesives and anaerobic adhesives. We would be concentrating on the consumers of immediate adhesives for this analysis considering that the market for the latter has a lower capacity for Metromedia Broadcasting Corp compared to that of instantaneous adhesives.
The total market for instant adhesives is approximately 890,000 in the United States in 1978 which covers both consumer groups which have actually been identified earlier.If we look at a breakdown of Metromedia Broadcasting Corp prospective market or customer groups, we can see that the business offers to OEMs (Initial Devices Makers), Do-it-Yourself clients, repair and overhauling companies (MRO) and producers dealing in products made of leather, metal, plastic and wood. This variety in consumers recommends that Metromedia Broadcasting Corp can target has different choices in terms of segmenting the marketplace for its brand-new item specifically as each of these groups would be requiring the exact same type of product with particular modifications in packaging, quantity or need. However, the customer is not rate delicate or brand mindful so introducing a low priced dispenser under Metromedia Broadcasting Corp name is not an advised alternative.
Metromedia Broadcasting Corp is not just a producer of adhesives however takes pleasure in market management in the instant adhesive market. The company has its own skilled and qualified sales force which includes worth to sales by training the company's network of 250 distributors for assisting in the sale of adhesives.
Core skills are not restricted to adhesive manufacturing only as Metromedia Broadcasting Corp likewise specializes in making adhesive dispensing devices to help with the use of its products. This double production strategy provides Metromedia Broadcasting Corp an edge over rivals because none of the competitors of giving devices makes immediate adhesives. In addition, none of these rivals sells directly to the consumer either and uses distributors for reaching out to clients. While we are looking at the strengths of Metromedia Broadcasting Corp, it is necessary to highlight the company's weak points too.
Although the business's sales staff is competent in training distributors, the fact remains that the sales group is not trained in selling devices so there is a possibility of relying heavily on distributors when promoting adhesive equipment. Nevertheless, it ought to also be noted that the suppliers are showing reluctance when it comes to offering equipment that needs maintenance which increases the obstacles of selling devices under a particular brand.
If we take a look at Metromedia Broadcasting Corp product line in adhesive equipment particularly, the company has actually items aimed at the high end of the market. The possibility of sales cannibalization exists if Metromedia Broadcasting Corp offers Case Study Help under the exact same portfolio. Offered the truth that Case Study Help is priced lower than Metromedia Broadcasting Corp high-end line of product, sales cannibalization would definitely be affecting Metromedia Broadcasting Corp sales earnings if the adhesive equipment is sold under the company's brand.
We can see sales cannibalization affecting Metromedia Broadcasting Corp 27A Pencil Applicator which is priced at $275. If Case Study Help is launched under the business's brand name, there is another possible hazard which might decrease Metromedia Broadcasting Corp revenue. The fact that $175000 has actually been spent in promoting SuperBonder suggests that it is not a good time for releasing 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.
In addition, if we look at the market in general, the adhesives market does not show brand orientation or cost awareness which offers us two additional reasons for not launching a low priced product under the company's brand name.
The competitive environment of Metromedia Broadcasting Corp would be studied through Porter's 5 forces analysis which would highlight the degree of competition in the market.
Bargaining Power of Buyer: The Bargaining power of the buyer in this market is low specifically as the purchaser has low knowledge about the item. While companies like Metromedia Broadcasting Corp have handled to train distributors regarding adhesives, the final consumer is dependent on suppliers. Around 72% of sales are made straight by producers and suppliers for instantaneous adhesives so the purchaser has a low bargaining power.
Bargaining Power of Supplier: Provided the fact that the adhesive market is dominated by three gamers, it could be said that the provider takes pleasure in a higher bargaining power compared to the buyer. The truth remains that the provider does not have much impact over the buyer at this point especially as the purchaser does not show brand name acknowledgment or price sensitivity. When it comes to the adhesive market while the purchaser and the maker do not have a major control over the actual sales, this indicates that the distributor has the greater power.
Threat of new entrants: The competitive environment with its low brand loyalty and the ease of entry revealed by foreign Japanese competitors in the immediate adhesive market shows that the market enables ease of entry. If we look at Metromedia Broadcasting Corp in particular, the company has double capabilities in terms of being a producer of adhesive dispensers and instant adhesives. Possible threats in equipment giving industry are low which shows the possibility of developing brand awareness in not only instantaneous adhesives however also in dispensing adhesives as none of the industry gamers has handled to position itself in double abilities.
Danger of Substitutes: The threat of alternatives in the immediate adhesive industry is low while the dispenser market in particular has replacements like Glumetic suggestion applicators, built-in applicators, pencil applicators and advanced consoles. The fact stays that if Metromedia Broadcasting Corp introduced Case Study Help, it would be delighting in sales cannibalization for its own items. (see appendix 1 for structure).
Despite the fact that our 3C analysis has actually provided different factors for not releasing Case Study Help under Metromedia Broadcasting Corp name, we have a recommended marketing mix for Case Study Help given listed below if Metromedia Broadcasting Corp chooses to go ahead with the launch.
Product & Target Market: The target market chosen for Case Study Help is 'Motor car services' for a number of reasons. This market has an extra development capacity of 10.1% which might be a good enough niche market segment for Case Study Help. Not just would a portable dispenser deal benefit to this particular market, the truth that the Do-it-Yourself market can also be targeted if a potable low priced adhesive is being offered for use with SuperBonder.
Price: The suggested price of Case Study Help has actually been kept at $175 to the end user whether it is sold through suppliers or by means of direct selling. A rate listed below $250 would not require approvals from the senior management in case a mechanic at a motor automobile upkeep shop needs to purchase the product on his own.
Metromedia Broadcasting Corp would only be getting $157 per unit as displayed in appendix 2 which offers a breakdown of gross success and net success for Metromedia Broadcasting Corp for introducing Case Study Help.
Place: A distribution model where Metromedia Broadcasting Corp straight sends the item to the regional supplier and keeps a 10% drop delivery allowance for the supplier would be utilized by Metromedia Broadcasting Corp. Given that the sales team is currently engaged in offering immediate adhesives and they do not have knowledge in selling dispensers, including them in the selling process would be pricey particularly as each sales call costs approximately $120. The suppliers are already offering dispensers so selling Case Study Help through them would be a beneficial choice.
Promotion: A low marketing budget ought to have been designated to Case Study Help however the reality that the dispenser is an innovation and it requires to be marketed well in order to cover the capital expenses sustained for production, the suggested advertising strategy costing $51816 is advised for initially introducing the product in the market. The planned ads in publications would be targeted at mechanics in vehicle maintenance shops. (Recommended text for the ad is shown in appendix 3 while the 4Ps are summarized in appendix 4).
|Executive Summary||Porters Five Forces Analysis||Pestel Analysis||Financial Analysis|
|Generic Strategy||Vrine Analysis|