scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 3,522
MARKETING CONTENTSPAGE 1Introduction1 2The Marketing Plan2 21The Mission Statement2 22Performance Summary2 23Financial Projection2 24Market Overview2 25SWOT326Portfolio Summary3 27Assumptions3 28Objectives and Strategies3 29Financial Budgets3 3Environmental Forces3 31Social3 32Technology4 33Economic4 34Environmental4 35Political5 4Competitive Structure of Industry5 41Industry Structure5 42Threat of New Entrants5 43Bargaining Power of Suppliers5 44Bargaining Power of Customers6 45Threat of Substitute Products and Services6 5Promotion6 51Advertising in Trade Magazines6 52Presence at Trade Fairs7 53Packaging7 54Marketing Focus7 55Personal Selling7 56Service Help and Advice8 1 Introduction The Autopaint strategic business unit produces surface coatings ie paint and support products such as base coats undercoats and varnishes for the automotive market This business comprises one unit of a much larger performance and decorative coatings capability within a multi-national chemical company Autopaint sells its products worldwide although for historic reasons the majority of production remains within the UK and USA The market for automotive finishing paint falls into the two distinct application segments of new vehicle production and vehicle repair In the first case the end use customers are automotive manufacturers and in the second case they are vehicle repair or body shops which in some cases are linked to dealers and in some cases are independent In most cases the direct customer is a distributor supplying the automotive market Traditionally the Autopaint business has relied on its technical capability and colouring capability both reinforced by the wider organisation within which this business sits to produce high performance products in thousands of different shades Presenting to the market excellence in colour quality and service and generally being regarded as delivering on these aspects The business has enjoyed steady growth over the last five years but has become increasingly concerned by the more recent slowing of the growth rates This has in the first instance been attributed to fierce competition from three other players with global presence all on the face of it offering colour quality and service and small but highly entrepreneurial niche players
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA