Cumeco Marketing Essay Research Paper This section

Cumeco Marketing Essay, Research Paper

This section of the marketing plan provides the marketing objective, the

selected target market, the selected services, our marketing statement and our

promotional recommendations. Goals tell were a business wants to go; strategy

answers how to get there. Every business must tailor a strategy for achieving

its goals. The strategy must then be refined into specific programs that are

implemented efficiently and corrected if they are failing to achieve the

objectives. Michael E. Porter, author of the book .competitive strategy:

techniques for analyzing industries and competitors. has categorized

strategies into 3 generic types, which are: Overall cost leadership Here the

business works hard to achieve the lowest costs of production and distribution

so it can price lower than its competitors and win a large market share.

Differentiation Here the business concentrates on achieving superior performance

in some important customer benefit area valued by the market as a whole. It can

strive to be the service leader, the quality leader, the style leader, the

technology leader, etc. Focus Here the business focuses on one or more narrow

market segment rather than going after the whole market. The firm gets to know

the needs of these segments and pursues either cost leadership or some form of

differentiation within the target segment. As said before, Cumeco n.v. is in the

business of steel construction, pipefitting and welding. We think that Cumeco

n.v. must adopt a strategy that is based on a combination of the differentiation

and focus strategy. Our recommendation is that Cumeco n.v. must start focusing

on becoming a niche-player. As explained in the opportunity and issue analysis a

market nicher is a smaller firm that chooses to operate in some part of the

market that is specialized and is unlikely to attract larger firms. Now we can

start developing a marketing strategy statement. The different clients we

visited for our research had one thing to say: Cumeco n.v. delivers quality. The

one word that kept coming back was QUALITY. The marketing statement should

therefore be .to become known in the industry as the symbol of quality in the

business of metal construction, pipe fitting and welding which can be

accomplished by always meeting the deadline and delivering quality works..

With this marketing statement in mind we will start developing the marketing

plan. In our opinion, our main objective is to increase the awareness of the

company.s name and the services it provides and to position Cumeco n.v. in

such a way that when you hear the words Cumeco n.v you immediately think of

quality. By introdusing such concepts as Total Quality Management it will be

able to create a sustainable competitive advantage. We believe that with our

recommendations this can be accomplished. To evaluate the effectiveness of our

plan, we recommend a survey to be done 6 months after the execution of the plan

has started. The image of a company is very important, because it.s what your

target market perceives of your company. The selected target market is 8 The

general contractors as they are in charge of big construction projects and take

on smaller contractors like Cumeco to do a specific construction job 8 The

architect bureaus as they make the drawings and in most cases make the

calculations 8 The construction bureaus as they are specialized in making

construction calculations 8 Various companies e.g. manufacturers, factories (Amstel,

Coca-Cola) 8 Utilities companies e.g. Kodela, Setel, KAE The perception of the

customer is very important even in the steel construction business. If the

general contractors have a good impression of your company, it will be easier to

get a job order. Cumeco n.v. is being associated with quality, which is a good

sign, but it is also being associated with high prices. So we.ll have to work

on their price strategy. Cumeco n.v. has to start lowering its cost in order to

have a better competitive advantage. Although it is nice to be innovative and

come up with a new product, we feel at this time Cumeco n.v. must not come up

with a new service but work on the existing ones. We feel they should: .

Increase their steel construction job orders . Increase their pipe fitting

(steel and PVC) job orders . Increase their aluminum welding job orders .

Heavily promote their new sandblasting and coating facilities Recommendations

Since the first visit to Cumeco, we unanimously decided that a major problem at

Cumeco was the absence of an employee in charge with all the marketing &

public relations activities and mostly sales. Mr. Chirino is a person who wants

to be and is on top of each project. He makes sure the contract is negotiated

and signed, the project planning is done, the project calculations are correct,

the job is started, finished and deliv

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