Marketing Plan created by Alana, Kaveh , Joshua and Vlad. Decoline. Intro + cause of problem Problem Identification Product identification Research and findings SWOT Alternatives Solution Implementation Sales Projection Course concepts References. Agenda.
Marketing Plan created by Alana, Kaveh, Joshua and Vlad
Intro + cause of problem
Research and findings
What pricing strategies should Canty International employ to establish a selling price for the Decoline panels to its current customer and to new markets
Total Cost = Total Fixed Cost + Total Variable Cost (Number of units)
Break Even Price = Total Cost / Number of Units
100.67 / 5.2 = $19. 36/ m²
This price does not include installation
Value perceived by consumer based on competitors price
19.36 m² x 5 years = $96 m²
Value perceived by consumer based on CI’s previous product
11.50 m² x 5 years= $57.50 m²
(Installation costs not included)
The target markets for Decoline are hospitality and construction industries along with government institutions; however the current focus of this project is Bryant Inns
Established strong reputation for quality and service.
Strong consumer relationships
High Quality Standards
Low lead-time on materials (2 weeks)
Canty International currently runs at only 77% of optimum production Capacity.
Lack of Patent Protection for new product
Limited production capabilities
Not an off the shelf product. Cannot pre-produce in high quantities.
Durable products and increasing demand for this particular product.
Canty International with be able to create Patents for new products.
New technology (machines, tools, etc)
Expand beyond hotels into other business with high-level traffic areas.
Unstable economy- Recession
Copywrite abuse from competitors
A new superior product created by our competition at a lower price.
Higher price point to maximize profits from Early Adopters
(2009, May). Sweet Home. Retrieved October 31, 2009, from http://www.sweetspot.ca
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(Unknown). Wallpaper whole Sale, retrieved November 03, 2009