ACTION FLOORING MARKETING STRATEGY

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ACTION FLOORING MARKETING STRATEGY

• Presented by
• Marketing Inc.
• Maria Gonzalez
• Aditi Jalan
• Dan McSweeney
• Michael Thompson

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INTRODUCTION

• Established in July of 2001.
• Keith Castrodale and Rob Kramer - partners.
• Commercial flooring company.
• Livonia, Michigan.
• Size - 34 employees.
• Approx.. 40 of revenue is from Ford Motor
  Company.

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BCG PORTFOLIO MODEL

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BCG PORTFOLIO MODEL

• To move from question mark to stars, Action
  flooring is going adopt a market penetration
  strategy.
• Market Penetration by
• service, not price

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MISSION STATEMENT

• What is our current business?
• Who is our target customer?
• What are our products that we provide?
• What do we want our future goals to be?
• What do we want our public image to be?

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MISSION STATEMENT

• Action Flooring, Inc. is a commercial
  flooring company whose objective is to achieve
  total customer satisfaction by providing a wide
  variety of flooring products combined with the
  highest quality service which will allow us to
  be the industry leader and exclusive supplier for
  all of our customers future flooring projects.
  

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MARKETING CONCEPT

To achieve organizational goals by determining
the needs and wants of our target markets and to
exceed their expectations.
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MARKETING ENVIRONMENT

• Demographics
• metropolitan Detroit
• commercial arena
• Social cultural
• importance of relationship building in B2B
• Technological
• hydraulically driven equipment
• recycling

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MARKETING ENVIRONMENT

• Political
• minority status
• Economical
• recession
• Physical
• recycling

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OPPORTUNITIES THREATS

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PORTERS 5 FORCES

• Degree of rivalry
• Score moderate to high, moderately unfavorable
• Rationale cost of switching is small
• Threat of new entrants
• Score low, moderately favorable
• Rationale low rate of success

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PORTERS 5 FORCES

• Supplier power
• Score low, favorable
• Rationale not aligned with any particular
  supplier
• Buyer power
• Score high, unfavorable
• Rationale buyer can easily move from company to
  another. Customer is the ultimate decision maker.
  

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PORTERS 5 FORCES

• Threat of substitutes
• Score low, favorable
• Rationale no favorable substitute unless
  concrete looks become fashionable.

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SEGMENTATION

• Residential
• single family houses detached and attached.
• Apartment buildings, apartment type condominiums
  and cooperatives.
• Commercial
• office buildings
• educational buildings
• healthcare and institutional buildings
• others

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SEGMENTATION

• Target market
• commercial
• brand companies
• large educational and health institutional
• elite hospitality establishment

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SEGMENTATION

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SEGMENTATION