The following section focuses on the of marketing for Philip Morris Companies Inc B where the business's customers, rivals and core competencies have examined in order to justify whether the choice to introduce Case Study Help under Philip Morris Companies Inc B brand name would be a possible alternative or not. We have actually first of all taken a look at the type of consumers that Philip Morris Companies Inc B handle while an examination of the competitive environment and the business's weaknesses and strengths follows. Embedded in the 3C analysis is the validation for not launching Case Study Help under Philip Morris Companies Inc B name.
Philip Morris Companies Inc B consumers can be segmented into two groups, commercial clients and final customers. Both the groups use Philip Morris Companies Inc B 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; anaerobic adhesives and instant adhesives. We would be concentrating on the customers of immediate adhesives for this analysis since the market for the latter has a lower potential for Philip Morris Companies Inc B compared to that of instantaneous adhesives.
The overall market for instant adhesives is approximately 890,000 in the US in 1978 which covers both client groups which have been identified earlier.If we take a look at a breakdown of Philip Morris Companies Inc B potential market or consumer groups, we can see that the company sells to OEMs (Original Equipment Makers), Do-it-Yourself consumers, repair work and upgrading companies (MRO) and manufacturers dealing in products made from leather, wood, metal and plastic. This diversity in customers recommends that Philip Morris Companies Inc B can target has different choices in regards to segmenting the marketplace for its new product especially as each of these groups would be requiring the very same type of item with particular modifications in quantity, packaging or need. Nevertheless, the consumer is not cost sensitive or brand name conscious so launching a low priced dispenser under Philip Morris Companies Inc B name is not a suggested option.
Philip Morris Companies Inc B is not simply a producer of adhesives but enjoys market leadership in the immediate adhesive market. The business has its own knowledgeable and competent sales force which adds value to sales by training the company's network of 250 suppliers for helping with the sale of adhesives. Philip Morris Companies Inc B believes in exclusive circulation as suggested by the reality that it has chosen to sell through 250 distributors whereas there is t a network of 10000 distributors that can be checked out for broadening reach via suppliers. The company's reach is not restricted to The United States and Canada only as it likewise enjoys international sales. With 1400 outlets spread out all throughout The United States and Canada, Philip Morris Companies Inc B has its in-house production plants rather than using out-sourcing as the preferred technique.
Core proficiencies are not restricted to adhesive production only as Philip Morris Companies Inc B also focuses on making adhesive dispensing equipment to assist in the use of its items. This dual production technique provides Philip Morris Companies Inc B an edge over rivals because none of the competitors of dispensing devices makes instantaneous adhesives. Additionally, none of these rivals offers straight to the customer either and utilizes suppliers for reaching out to clients. While we are looking at the strengths of Philip Morris Companies Inc B, it is essential to highlight the company's weak points.
The company's sales personnel is skilled in training suppliers, the truth stays that the sales group is not trained in offering devices so there is a possibility of relying heavily on suppliers when promoting adhesive devices. Nevertheless, it should likewise be noted that the suppliers are showing unwillingness when it concerns offering devices that requires maintenance which increases the challenges of selling devices under a particular brand.
The business has products aimed at the high end of the market if we look at Philip Morris Companies Inc B product line in adhesive devices particularly. The possibility of sales cannibalization exists if Philip Morris Companies Inc B offers Case Study Help under the very same portfolio. Provided the reality that Case Study Help is priced lower than Philip Morris Companies Inc B high-end product line, sales cannibalization would certainly be affecting Philip Morris Companies Inc B sales revenue if the adhesive devices is offered under the company's brand name.
We can see sales cannibalization impacting Philip Morris Companies Inc B 27A Pencil Applicator which is priced at $275. There is another possible threat which could decrease Philip Morris Companies Inc B profits if Case Study Help is introduced under the business's brand. The fact that $175000 has been spent in promoting SuperBonder recommends that it is not a great time for introducing a dispenser which can highlight the fact that SuperBonder can get logged and Case Study Help is the anti-clogging solution for the instantaneous adhesive.
In addition, if we take a look at the marketplace in general, the adhesives market does disappoint brand orientation or price consciousness which gives us 2 additional reasons for not introducing a low priced product under the business's brand.
The competitive environment of Philip Morris Companies Inc B 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 market is low particularly as the purchaser has low understanding about the item. While business like Philip Morris Companies Inc B have handled to train distributors relating to adhesives, the final customer depends on distributors. Around 72% of sales are made directly by manufacturers and distributors for instant adhesives so the buyer has a low bargaining power.
Bargaining Power of Supplier: Offered the fact that the adhesive market is controlled by 3 players, it could be stated that the supplier takes pleasure in a greater bargaining power compared to the purchaser. Nevertheless, the fact remains that the supplier does not have much influence over the buyer at this moment especially as the buyer does not show brand name acknowledgment or rate level of sensitivity. When it comes to the adhesive market while the purchaser and the producer do not have a significant control over the real sales, this suggests that the distributor has the higher power.
Threat of new entrants: The competitive environment with its low brand loyalty and the ease of entry shown by foreign Japanese competitors in the instantaneous adhesive market indicates that the marketplace enables ease of entry. However, if we look at Philip Morris Companies Inc B in particular, the company has dual capabilities in terms of being a manufacturer of adhesive dispensers and instantaneous adhesives. Possible threats in devices giving market are low which shows the possibility of creating brand name awareness in not only instantaneous adhesives however also in giving adhesives as none of the industry gamers has actually handled to place itself in double abilities.
Risk of Substitutes: The hazard of alternatives in the immediate adhesive industry is low while the dispenser market in particular has substitutes like Glumetic idea applicators, built-in applicators, pencil applicators and sophisticated consoles. The fact stays that if Philip Morris Companies Inc B presented Case Study Help, it would be enjoying sales cannibalization for its own items. (see appendix 1 for framework).
Despite the fact that our 3C analysis has actually offered numerous reasons for not introducing Case Study Help under Philip Morris Companies Inc B name, we have actually a suggested marketing mix for Case Study Help provided listed below if Philip Morris Companies Inc B decides 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 additional growth potential of 10.1% which might be an excellent adequate niche market sector for Case Study Help. Not only would a portable dispenser deal convenience to this specific market, the truth that the Diy market can also be targeted if a safe and clean low priced adhesive is being sold for usage with SuperBonder.
Price: The recommended 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 price listed below $250 would not need approvals from the senior management in case a mechanic at a motor car maintenance shop requires to acquire the product on his own.
Philip Morris Companies Inc B would just be getting $157 per unit as displayed in appendix 2 which provides a breakdown of gross profitability and net success for Philip Morris Companies Inc B for releasing Case Study Help.
Place: A distribution model where Philip Morris Companies Inc B straight sends out the item to the regional supplier and keeps a 10% drop delivery allowance for the supplier would be used by Philip Morris Companies Inc B. Since the sales team is currently participated in selling instantaneous adhesives and they do not have proficiency in selling dispensers, involving them in the selling procedure would be expensive especially as each sales call costs approximately $120. The suppliers are currently offering dispensers so offering Case Study Help through them would be a beneficial choice.
Promotion: Although a low marketing spending plan ought to have been assigned to Case Study Help but the truth that the dispenser is an innovation and it requires to be marketed well in order to cover the capital expenses incurred for production, the suggested advertising plan costing $51816 is suggested for initially introducing the item in the market. The planned ads in publications would be targeted at mechanics in lorry maintenance stores. (Recommended text for the advertisement is displayed in appendix 3 while the 4Ps are summed up in appendix 4).