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Windward Investment Management Case Study Solution
Windward Investment Management Case Study Help
Windward Investment Management Case Study Analysis
The following section concentrates on the of marketing for Windward Investment Management where the company's clients, rivals and core proficiencies have actually assessed in order to validate whether the choice to launch Case Study Help under Windward Investment Management trademark name would be a possible option or not. We have firstly looked at the type of customers that Windward Investment Management deals in while an examination of the competitive environment and the company's strengths and weaknesses follows. Embedded in the 3C analysis is the reason for not launching Case Study Help under Windward Investment Management name.
Both the groups utilize Windward Investment Management high performance adhesives while the company is not just included in the production of these adhesives however likewise markets them to these customer groups. We would be focusing on the consumers of instantaneous adhesives for this analysis given that the market for the latter has a lower capacity for Windward Investment Management compared to that of instant adhesives.
The overall market for instant adhesives is roughly 890,000 in the United States in 1978 which covers both customer groups which have been identified earlier.If we take a look at a breakdown of Windward Investment Management potential market or consumer groups, we can see that the business offers to OEMs (Initial Equipment Makers), Do-it-Yourself customers, repair work and revamping companies (MRO) and producers dealing in items made of leather, wood, plastic and metal. This variety in clients suggests that Windward Investment Management can target has different choices in terms of segmenting the marketplace for its new item specifically as each of these groups would be needing the same type of product with respective modifications in need, quantity or packaging. The customer is not cost sensitive or brand name mindful so releasing a low priced dispenser under Windward Investment Management name is not an advised alternative.
Windward Investment Management is not simply a manufacturer of adhesives but takes pleasure in market leadership in the immediate adhesive market. The business has its own experienced and certified sales force which includes worth to sales by training the company's network of 250 distributors for helping with the sale of adhesives.
Core proficiencies are not limited to adhesive production only as Windward Investment Management also focuses on making adhesive dispensing devices to help with the use of its items. This double production method gives Windward Investment Management an edge over rivals considering that none of the competitors of dispensing devices makes instant adhesives. Additionally, none of these rivals sells directly to the consumer either and utilizes suppliers for connecting to clients. While we are looking at the strengths of Windward Investment Management, it is important to highlight the business's weaknesses.
Although the business's sales personnel is knowledgeable in training suppliers, the reality 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. It ought to also be noted that the suppliers are revealing reluctance when it comes to selling devices that needs servicing which increases the difficulties of offering equipment under a particular brand name.
If we look at Windward Investment Management product line in adhesive devices especially, the business has items targeted at the luxury of the market. If Windward Investment Management offers Case Study Help under the exact same portfolio, the possibility of sales cannibalization exists. Given the truth that Case Study Help is priced lower than Windward Investment Management high-end product line, sales cannibalization would absolutely be impacting Windward Investment Management sales profits if the adhesive devices is offered under the company's brand.
We can see sales cannibalization impacting Windward Investment Management 27A Pencil Applicator which is priced at $275. There is another possible hazard which might reduce Windward Investment Management earnings if Case Study Help is introduced under the company's brand name. The truth that $175000 has actually 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.
In addition, if we take a look at the market in general, the adhesives market does not show brand name orientation or rate consciousness which gives us two extra reasons for not launching a low priced product under the company's brand.
The competitive environment of Windward Investment Management would be studied via Porter's 5 forces analysis which would highlight the degree of rivalry in the market.
Bargaining Power of Buyer: The Bargaining power of the buyer in this industry is low particularly as the purchaser has low understanding about the product. While business like Windward Investment Management have handled to train suppliers relating to adhesives, the final consumer depends on suppliers. Approximately 72% of sales are made straight by producers and distributors for immediate adhesives so the buyer has a low bargaining power.
Bargaining Power of Supplier: Provided the fact that the adhesive market is dominated by 3 gamers, it could be said that the provider enjoys a higher bargaining power compared to the buyer. Nevertheless, the fact stays that the supplier does not have much influence over the buyer at this moment particularly as the buyer does not show brand name acknowledgment or rate level of sensitivity. This shows that the distributor has the greater power when it pertains to the adhesive market while the maker and the purchaser do not have a significant control over the real sales.
Threat of new entrants: The competitive environment with its low brand loyalty and the ease of entry shown by foreign Japanese competitors in the instant adhesive market indicates that the market permits ease of entry. If we look at Windward Investment Management in particular, the business has dual abilities in terms of being a maker of adhesive dispensers and immediate adhesives. Prospective hazards in equipment giving market are low which shows the possibility of developing brand name awareness in not only immediate adhesives however likewise in giving adhesives as none of the industry gamers has handled to place itself in double abilities.
Risk of Substitutes: The risk of substitutes in the instantaneous adhesive industry is low while the dispenser market in particular has alternatives like Glumetic suggestion applicators, inbuilt applicators, pencil applicators and advanced consoles. The fact stays that if Windward Investment Management presented Case Study Help, it would be indulging in sales cannibalization for its own products. (see appendix 1 for structure).
Despite the fact that our 3C analysis has offered different factors for not introducing Case Study Help under Windward Investment Management name, we have actually a recommended marketing mix for Case Study Help given listed below if Windward Investment Management decides to go on with the launch.
Product & Target Market: The target audience picked for Case Study Help is 'Motor vehicle services' for a variety of reasons. There are currently 89257 facilities in this segment and a high use of approximately 58900 pounds. is being used by 36.1 % of the market. This market has an extra growth potential of 10.1% which might be a good enough niche market segment for Case Study Help. Not just would a portable dispenser offer convenience to this specific market, the fact that the Diy market can also be targeted if a drinkable low priced adhesive is being sold for use with SuperBonder. The product would be sold without the 'glumetic pointer' and 'vari-drop' so that the consumer can decide whether he wishes to opt for either of the two accessories or not.
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 via direct selling. A price below $250 would not need approvals from the senior management in case a mechanic at a motor lorry upkeep store needs to acquire the item on his own.
Windward Investment Management would only be getting $157 per unit as shown in appendix 2 which gives a breakdown of gross success and net success for Windward Investment Management for introducing Case Study Help.
Place: A circulation design where Windward Investment Management straight sends out the product to the regional supplier and keeps a 10% drop shipment allowance for the distributor would be used by Windward Investment Management. Considering that the sales group is currently participated in offering instantaneous adhesives and they do not have knowledge in offering dispensers, including them in the selling procedure would be costly specifically as each sales call expenses around $120. The suppliers are already offering dispensers so offering Case Study Help through them would be a favorable option.
Promotion: A low marketing budget plan should have been designated 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 sustained for production, the suggested advertising plan costing $51816 is suggested for initially presenting the product in the market. The prepared ads in magazines would be targeted at mechanics in automobile upkeep shops. (Recommended text for the ad is displayed in appendix 3 while the 4Ps are summarized in appendix 4).
