Loyalty: We will certainly concentrate and would like to associate with the companies that are loyal to our products and services. (Kotler, et al, 2004).
2.3.2 Market targeting
Marketing segmentation discloses the information about market segments and the market targeting defines the different market segments selected or targeted.
Market targeting requires extensive knowledge of the market segments and the company’s available resources. The companies will be using certain selection criteria to define their target market. The companies will be choosing some the evaluating criteria such as segment size and growth, competitors, company’s strengths and resources.
(Kotler, et al, 2004).
We have defined our target market after a careful analysis of the following factors, which will influence the decision of targeting a market.
Segment size and growth: From our preliminary research, we found that our market segment is large and growing. However, our concentration initially will be on the medium and small companies who use large machines with complex activities involved. This is because, the medium and small companies are easy to persuade and would be willing to associate with us. (Kotler, et al, 2004)
Segment structural attractiveness: We want to target the sector that is less competitive. Although, we have few competitors providing similar services based on different operational format, we want to target the market, which was untouched by these competitors. (Kotler, et al, 2004)
Company objectives and resources: Although our objective is to garner maximum possible percent of the market share, as our resources are limited and we are new entrant we want to target less competitive market. (Kotler, et al, 2004).
Concentrated marketing:
‘Concentrated marketing is a market- coverage strategy in which a company goes after a large share of one or few submarkets’.
(Kotler, et al, 2004, pp.361).
Our effort in selecting and targeting market is to concentrate on particular segment, medium and small manufacturing, supplying and other industries that operate large machines.
Our target market is medium and small manufacturing, supplying, processing and other industries located in and around Sydney in particular and New South Wales State in general. This is because of the limited resources we have. In addition, this is further to practice concentrated marketing to bring in optimum utilisation of our limited resources.
2.3.3 Market positioning
Positioning the product in the market is one of the most important parts of product marketing. Market positioning is creating the desired image about the product in customer’s mind. This requires a highly defined marketing mechanism and a great coordination in all the promotion applications. The market positioning requires analyzing the key areas such as position strategy, ways of implementing the positioning strategy, identification of competitive advantages, key differences between the company’s product and the competitor’s products, communicating the same and the means of communicating with the target market. (Kotler, et al., 2004, pp. 363-371).
We have designed our product positioning after analyzing and defining the following:
Positioning strategy: We want to position our product on
- Product attributes: our product’s attributes are quality and reliability.
- Performance basis: the thrust is on the product’s performance in providing highly reliable control and safety measures. (Kotler, et al., 2004).
Identification of positional direction:
We want to position ourselves as value based brand. This is to initiate positive brand building about our product. We want our product to remain as quality, reliable control and safety solutions in customer’s mind. As our products and services are of high technological based applications and the advantages of using of our products give high value to the customers, we want to establish our brand as the value-based product.
. (Kotler, et al., 2004).
Possible competitive advantages:
We want to build a value-based brand. To achieve this we will explore our competitive advantages. In general, the companies promises a superior quality at either lower prices over competitors or justifies high prices by providing more benefits to gain competitive advantages. We will gain competitive advantage in dual way, by providing some of our low priced service with superior quality and as our core products give much more benefits than our competitors, we can justify our high prices of these services.
The companies cannot build strong base on promises, it requires performing as per the promises. We are positioning our self as high value brand and we will perform the promises made.
The successful position strategy evolves from gaining competitive advantages through product, personnel and image differentiation, selecting right competitive advantages, promoting the selected competitive advantage, communicating and delivering the chosen position. (Kotler, et al., 2004, pp-367).
Product differentiation: Our competitive advantage developed from product differentiation; the key differences are the software, multi functional utilities, ability to integrate with the existing mechanisms of the client company and the availability of wide range of applications from single source of software. (Kotler, et al., 2004).
Service differentiation: Our services differentiation competitive advantage developed from giving a free installation to the companies who buy in bulk and to our loyal customers. We will give maintenance services free or at a discounted price to the loyal customers. We will also provide training service; we train the client company’s personnel in running our applications and the different ways in which the client can use our varied applications. We will run a free trial version of our application to facilitate customer know how our applications work and create a see and believe experience.
(Kotler, et al., 2004).
Personnel differentiation: This differentiation gained over a period, as ours is a small business and as we have limited resources, we will recruit good people and train them to excel in the chosen field. (Kotler, et al., 2004).
Image differentiation: This is one of our major competitive advantages. We want to differentiate ourselves from the conventional automation idea and establish as safety and control solution Management Company. This gives the required support to create value-based image to our products and services. (Kotler, et al., 2004).
Selection of right competitive advantage: The objective of our positioning strategy is to express the valuable differences our product and services offer. We have selected the competitive advantages to be promoted by analyzing the following key issues. (Kotler, et al., 2004).
-
Important: the key difference we want to promote is the scope and reliability of our applications. These features are vital in creating competitive advantage for our product and we focus on its promotion.
-
Distinctive: we want to promote our distinctive features such as the easy integration of our software with the client’s machines, the extended features of automation and the reliability of our products and services.
-
Superior: we will promote quality and the multi functional applications of our products and services are superior to most of our competitors.
-
Communicable: the above mentioned features are communicable and customers can easily identify the differences.
-
Affordable: the above mentioned competitive advantages offer high value benefits and our target market can afford the prices.
-
Profitable: one of the key criterions for selecting the above competitive advantages is that the company can introduce them profitably.
(Kotler, et al., 2004).
Communicating and delivering the chosen position:
This is of utmost importance to any company to communicate and deliver the chosen position to the target market, the failure to perform any one of these two key functions might result failure of the business venture.
We will communicate the chosen competitive advantages to our target market through the different market mix we have designed. These tactics are to enter the market and capture the market. Our marketing mix are discussed in detail under marketing plan heading.
(Kotler, et al, 2004).
2.4 SWOT Analysis
The SWOT analysis evaluates the strengths, weaknesses, opportunities and the threats. The Strengths and Weaknesses are the internal attributes and the Opportunities and Threats are the external attributes. (Kotler, et al., 2004).
Strengths
Our expertise: This is one of our most valuable strengths. We have the expertise and the technical advancement in this field.
First of its kind: Being the first of this kind solution provider in this field puts us in the better frontier and helps to gain foothold in the market.
Continuing Research: Our continuing research in this field will be giving an edge over our future competitors as we could come up with much better software and solutions.
Weaknesses
Limitations of Solution: Our service is limited to cautioning the user but not providing the complete control or rectification solution. Our service provides the user with the information and cautions about the incident and failure; it is not a control and rectification measure in itself.
Limitations of Publicity: We have limitations to our publicity. We cannot adopt conventional publicity. Rather, it would require us to meet the individual company on one to one basis. This would consume lot of time and a longer pursuance.
Slow Acceptance: As we are new to the market and do not have any other business, the companies would be hesitant to accept us. The market would perceive us as innovative rather than a business association.
Opportunities
Development of new trends: The newly developing trends in the market and change in the perceptions about the safety and safety precautions give us ample scope for growth.
New Markets: The growing concern about the safety of plant, machinery and the people and the awareness of availability of such technology would persuade even the medium and smaller companies to invest in safety and precaution measures, thus emerge new markets. This phenomenon would take us to the other countries and the opportunity to explore their markets too.
General Market: From our preliminary research, the non-commercial segment (public) would develop as a potential market. As per our business plan, we will be entering this segment soon.
Threats
Entry of New Players: The growth of the market would surely attract new players in to the market. This would bring in more competition and more choice availability for the customer. If the new players happen to be an established company, then that would be a great threat because they would have the advantage of market knowledge, the recognition in the market where the customer can easily identify them and their reputation.
Evolution of New technology: The research in technology is very stiff and fierce as well and this could bring in another player into the market with more technically advanced software, solutions and compatibility with more features. However, this is a manageable threat as we would continue our own research and take the assistance of the other researchers too.
2.5 Industry Analysis
Assessing the fit between an industry’s critical success factors and the presence of those factors in a firm or a proposed management team is a good way to assess whether an industry is attractive to that particular firm or management firm.
(Boyd, et al.,2002, pp 92)
We assess the critical success factors of our company by implementing Porter’s Five Forces Model that differentiates between the success and failures with in the industry.
Porter’s five forces model on GTM Solutions Inc. (Boyd, et al., 2002)
Only one of the Five Forces is Unfavorable. Thus, the GSM communication industry is attractive at this time.
Industry conditions in Australia
The industry ‘GSM telecommunications carriers in Australia’ is in a growth phase of its life cycle, which means that the industry is generally growing faster than the economy. Capital/Labor intensity is high and the uptake of new technology is high. The industry’s globalization level is high and the trend is increasing. On the other, Australian government has raised the bandwidth charges and instead inviting tenders, they have decided to auction the satellite bandwidth in the future. This change in government policy has reduced its intervention in the industry and increased transparency.
(NSW Department of State & Regional Development, 2005)
The geographic spread graph gives an indication of the relative importance of this industry in each state.
(NSW Department of State & Regional Development, 2005)
The Chart depicts that numbers of license holders are more in south-western Australia where the population and Industrial growth is more compared to Australian Capital Territory, Northern territory and Tasmania. Our target market is Australia initially and that too the south-western Australia where we will launch our Industrial safety and control solutions.
Resource allocation and Strategy implications
Boston consulting group model is one of the best-known and first growth share matrix developed in 1960. It analyses the impact of investing resources in different businesses on the corporation’s future earning and cash flows. Each of the four cells in the growth share matrix represents a different strategy and resource requirement.
(Boyd, et al., 2002, pp 52)
Question Mark: Businesses in high-growth industries with low relative market shares are called question marks or problem children. If management is successful in increasing the share of question mark business, it becomes a star. And, if fails, than eventually turns into a dog. (Boyd, et al., 2002, pp.52)
Stars: A star is the market leader in a high-growth industry. Stars are critical to the continuous success of the firm. As the industry matures, they move down left and become cash cows. Stars often are net users rather than suppliers of cash in the short run because the firm must continue to invest in such firms to keep up with rapid market growth and to support the R&D and marketing activities. (Boyd, et al., 2002,pp.52)
Cash cows: Businesses with high relative share of low growth markets are called Cash cows because they are primary generators of cash and profits in corporation. Such businesses do not require much additional capital investment, as their markets are stable, enjoy economies of scale and relatively high margins. The corporation can rely on cash cows to support its question marks and stars. (Boyd, et al., 2002, pp53)
Dogs: Low-share businesses in low growth market are called dogs because although they may throw up some cash, they typically generate low profits or losses. The common strategy with these businesses is either divestiture or harvesting.
(Boyd, et al., 2002, pp53)
Our business falls in the question mark category as mentioned in the industry conditions, that the industry is in the growth phase of its life cycle and growing faster than the economy. Whereas, in terms of market share, we have not entered the market yet. The growth rate is high in this industry but no market share. This means the business requires large amount of cash, not only to move in the left quadrant to be a star but also for marketing activities to build market share.
2.6 Services
GTM Solutions Inc. is a company, which provides high-tech control solutions to the supplying companies, banking, industrial and government sectors. Our expertise is to give the client varied options to choose from our applications and our company specialises in customising our services to the requirements. We give the clients the following services.
General Cautioning: The Company provides clients with high technology enabled and customised cautioning solutions. Their important machines will be fitted with GSM compatible modems, any malfunctioning of the machine or any discrepancy to the automated programming alerts the user by SMS message.
Remote controlling through Pre-programmed commands: This feature enables the user to activate the control measures, by sending Pre-programmed commands. The GSM enabled modem will activate the control measures, and sends back the information about the execution of the command.
Remotely accessible Vigilance of the environment: This feature enables the user to have an access, vigilance and control (pre-programmed commands) over the environs. The GSM enabled Surveillance Camera installed on the premises will report the changes in the environment, the built in microphone enables the user to hear the noises or sounds of the premises and the digital thermometer enables the user to know with the temperatures of the premises by sending an SMS.
Features and benefit analysis
It is very important for a company to offer different and new products or services to capture the market. Our products and services were designed after studying and analyzing the market and its needs. Our products and services possess few key features than our competitors and offer more benefits to our target market than our competitors offer.
Key to Success
Few factors influence the success. We defined the following factors as the key to our company’s success.
Providing fully integrated services and giving true value for money to the client, thus forming a long time relationship with the client.
Providing continuous information and consultation regarding the new products and services to the client.
Obtain a sustainable competitive advantage. Increase the market share by creating and tapping new markets.
Critical Issues
The most critical issues to our business is tapping the customers and retaining the loyalty of the existing clients. The retention of the existing customers is of high importance as it would give us more footage in the market and reduce the cost of finding new customers. Customers’ loyalty is generated by providing high-class product and services.
As we are the first of this kind of solution provider, we would have enough time to develop strong relations and gain loyalty of the customers before the entry of new players into the market.
3.0 Organization mission
- GTM Solutions Inc is a committed and resourceful company focused on creating safer work environs by delivering high end safety and control solutions.
- The organization would always be committed to work on three principle factors- Total quality management (TQM), just in time (JIT) and product reliability.
- We aim to create new markets and opportunities by constant innovations and customization in our product to suit the changing needs of the buyers.
- GTM also ensures that as new wireless technology evolve (wireless gateways, wireless Ethernet radio modem etc), the buyers are served better and the value of their product with company brand is maximized.
4.0 Marketing and financial objectives
4.1 Marketing objectives:
- To capture 35% of market share in the first year of the launch of the products and company awareness with in the industry of GSM enabled safety and control solution.
- To segment the industry and focus upon the target customer group in the identified target region.
- To create public awareness programs targeted at these markets and position them accordingly.
- To position the company as unique, offering specific products to the target customers that satisfy their requirements.
- To continue our geographic expansion and growth, particularly in emerging economies.
- To drive continued cost productivity.
4.2 Financial objectives:
Narrative:
The Company for the first year is forecast to receive $18, 89,640 of sales for first year and it is planned to increase 5% by the second year, which would take sales up to $19, 84,122 and an additional 7% by year 3 would reach an estimated $21, 23,010. Till fifth year, there is 12% forecasted rise in the sales with figure of $25, 91,771. From that, company will strategize to improve the working capital ratio by current assets over current liabilities. The profit is forecasted to reach $3, 35,000 by second year and by year 5; we assume to have figures of $670,000.
The company will constantly strive to achieve great customer satisfaction to increase awareness regarding safety and controls at the work place and bring in more customers to the business. As we are emphasizing on complete solution package (System selling) to the medium and large industries, on an average of 3 customers per month have been forecasted and are aimed to bring 12 by the year end. By year 4, company plans to capture 50% of market share and reaching up to 65% till year 5. The company also anticipates venturing into consumer products markets in Australia and internationally after five years by now.
We believe it is a conservative forecast and it appears that we can make these numbers happen in these mentioned years as a result of effective marketing strategy.
5.0 Marketing Mix
The marketing mix is the tactics, which defines the different strategies to enter and capture the market. These tactics are very important to every business irrespective of their venture. The success of the business highly depends on the structure and components selected in the market mix. The main aim of the market mix is to define the Marketing strategy.
“A Marketing Strategy encompasses selecting and analyzing a target market (the group of people whom the organization wants to reach) and creating and maintaining an appropriate marketing mix that will satisfy those people” (Pride and Ferrell, 1993, pg. 15).
A Marketing Strategy is a set of plan of actions to pursue the set objectives. This is one of the most important aspects of the marketing department. Our efforts in the formulation of a Marketing Strategy are to define our mission and vision into practical and achievable packets. This provides us a track and channel to reach our Objective without deviating from our set values.
Our Strategy is to define the specific markets, core competing values, value addition to the product and services, obtain sustainable competitive advantage, customer oriented product line, and enhance the functional area efficiency.
The Strategic approach disciplines the efforts and facilitates maximum utilization of the available resources. The best results are obtained from a well-structured Strategy and this requires extensive market research, knowledge of the market forces (external & internal), changing customer preferences, availability of the raw materials, degree of competition and strengths of competitors, capabilities and capacity of the company and likeliness of these determinants to fit the Vision of the company.
The four P’s of marketing strategy are the key elements of marketing functions. Each of these mix elements possess a number of variables whose emphasis can be varied according to the chosen strategy.
GTM’s marketing strategy
These tools of the marketing mix are controllable variables to be applied to given situation with creativity and imagination. The above figure depicts the marketing strategy our company is going to follow and explained in detail in the product, price, placement and promotion strategy.
5.1 Product Market Strategy
“A product is everything, both tangible and intangible, that one receives in an exchange, including functional, social, and psychological utilities or benefits. A product can be an idea, a good, or any combination of these three. This definition also covers supporting services that go with goods, such as installation, guarantees, product information and promises of repair or maintenance.” (Pride and Ferrell, 1993, p 250)
This Strategy defines the product market in which we will be playing. This defines our product, product line, market and the competition. We are into the high technological market and our product is Remote accessible high technological control and safety solutions. Our market is dynamic and highly influenced by the high-end technologies; this means that sustaining a competitive technology advantage is a short-lived phenomenon.
We would be competing with the existing conventional solution providers, but the growing market and untapped potential would introduce us to core competitors in the future. Our concentration at this point is to differentiate our self from the conventional idea of control and preventive solution and establish ourselves as the Modern high tech control and safety Management Company.
We would be introducing more and more customer-oriented software assuring a user-friendly technology. Our continuing research aims at creating more reliable safety solutions and control of the machines to the maximum possible extent.
“Several factors are cited as distinguishing a service from a product: intangibility, the high involvement and personal nature of services, the variability of service encounters, synchronous conversion, delivery and consumption, perish ability and the fact that specific service quality measures are employed.” (Kotler, et al, 2001, p 202.)
Our product is our service. Our Services are Remote accessible high technological control and safety solutions, customer-oriented designs, economic packages, user friendly and more importantly round the clock assistance to our customers. The customer can get the information or seek the assistance through internet, telephone or more easily through S.M.S. from anywhere and at any time. These features as a whole are the key to success in the market.
Pride and Ferrell (1993) states that, “a product line includes a group of closely related product items that are considered to be a unit because of marketing, technical, or end-use considerations” (p. 255).
Our Product line includes the latest high technological and user-friendly software to ensure the end user obtain maximum benefit and most reliable application with absolute suitability. The GTM network is composed of multiple GTM products, all managed by GTM CE (sms secured based station). All the information sent by sms & GPRS are gathered on computer along with management software. GTM can provide all the solution tools in order to help customers to build his own GTM network including GTM products and managing software.
Our product specifications are:
1. SMS Module
- Periodical sms sending
- 3 analog inputs
2. Multipurpose sms GPRS module
- Sms alarm transmitter
- Easy GPRS data logger
3. GSM connection
- Voice and data transmitter
- Sms, GPRS, HS CSD, Fax
4. Sms server
5. GTM CE
- Sms secured based station
6. GTM network management (managing software)
- Sms reception and emission
- PC connection through RS 232 cable
- Complete solution package
- The package comprises of one GTM CE station connected to 2 GSM connectors, 5 sms modules, 4 multipurpose sms GPRS modules and 2 sms servers, all connected through Ethernet bus topology (Laudon & laudon, 2004). The interface between machineries and other equipments is a workstation computer connected through RS 232 cable and GTM network management software loaded on it to access the operations
(Axelprod, GSM solutions, 2005).
Our product can be classified as an industrial product falling in the category of supplies and services as we will be supplying the industrial automation products mainly to the heavy manufacturing and construction companies as our target buyers and our services are to make the workplace safer work environs. When we establish a brand image in this industry than the firm is planning to enter in consumer products market supplying complete GSM enabled home security systems and vehicle tracking systems.
Further, defining our product levels:
Core product: Remotely accessible safety and control solutions.
Actual product: General cautioning, remotely accessible control through pre-programmed commands, remotely accessible vigilance of the environment.
Augmented product: Consultation over safety issues, installation of the equipment, round the clock assistance and access to us from anywhere through Internet, telephone or through sms, Network management software.
As our company specializes in the control and safety application services, our resources and energies absolutely invested in this sector give us a competitive advantage over our competitors.
5.2 Pricing Strategy
This Strategy defines the Pricing of Products. Price is one of the most important features of the whole exercise of making business a success. There are more than one factor, which influences the Price of a product; the target market, the perceived value of the product, the target profit margin, market life and the number of players in the market.
There are many Pricing policies explaining different scenarios and situations attributed to the Pricing exercise. “To a buyer, price is the value placed on what is exchanged” (Pride and Ferrell, 1993, p 582). Price of the product depends mainly on the company’s objective.
The Price of a commodity or a service decided basing on many approaches and the suitability of a particular approach depends on the company’s objective and the selected market. “Companies set prices by selecting a general pricing approach that includes one or more of these four sets of factors: the cost-based approach (cost-plus pricing, breakeven analysis and target profit pricing), the buyer-based approach (perceived-value pricing), the competition-based approach (going-rate and sealed-bid pricing) and the relationship approach (involving alliances)” (Kotler et al., 2001 p 264).
Even though the approaches mentioned above would help in pricing exercise, but also limits us to one particular approach. Price of our products and services decided basing on different policies. As we are new to the growing and competitive market, it would be preferable to enter the market with penetration price approach, but our target clients are not sensitive to the less-price phenomenon. We would base the price our services on value-based pricing policy. In general, it may require keeping prices higher than the market average but to play safe we are keeping the price of some of our services on par with the average of the market.
A growing market would give scope to two options for the new entrants; low price approach, if the target market is less-price conscious or high price approach, if the target market is not a less-price sensitive. As our target market is not a less-price sensitive and growing, our prices would be on par with the market average to higher than the market average, on our core services. This approach with varied prices is to meet the Pricing objectives; that is covering the costs, penetrating the market, gain a maximum market share, target profit, address the buyer’s perception, sustain and overtake the competition.
The price of our core service is higher than the market average; this is to differentiate from the competitors, moreover the clients get high valuable benefits from these services. These services are of high value in terms of its applications, performance, the advantages the company gains and contain more quality features. This core services delivers client the perceived benefits and have a competitive advantage. The high price is to project the company as a value conscious and high quality service provider. Our objective is to define our self as non-price competition; this means we would be basing our promotion on quality of features, the value of the price and the benefit to the customer.
No generic Low cost strategy Differentiation strategy
Strategy Price unchanged Costs increased to add
But costs are lower Premium features but
Higher price chargeable
(GTM’s strategy)
The pricing process of our product line includes total cost of our product plus the profit markup which appears to be in line as it covers total cost and generates a generous operating profit to reinvest. The pricing of our products is outlined as such:-
Total cost of the product = total fixed costs + total variable costs,
Where total fixed cost covers the cost of fixed assets, machinery and other fixed inputs and total variable cost include cost of variable inputs such as labor, raw material, R & D costs etc.
Product pricing plan
The price of complete solution is calculated as $2,290 which includes total cost of all the input products from the list above plus the profit markup.
Our Pricing policy is formulated after studying the market, demand for our services, purchase capacity of the target clients, competitors prices, the cost of providing services, target profit. In addition, it also clearly defines and gives enough space to accommodate trade discounts, quantity discounts and other client based reductions in the price.
5.3 Promotion Strategy
Promotion strategy defines the methods, channels and modes of promotion of the product. This is very important to the success of a product and the organization as a whole. This strategy is vital, as it addresses the issues relating to the product’s acceptance in the market, communication to the target market and market capture. The importance lay in its objective and that is to give the product or service an image and a status in the customers mind
The Promotion of the product throws many challenges to the marketing department, and the intensity of these challenges is increasing with the advent of sophisticated technology and the wide availability of information to the customers. The customers are now more educated and have varied options.
The Promotion of a good depends on the target audience, the features of the good offered, the target segment, the competition, the culture and the socioeconomic profile of the target customers, the life style of the customers and the positioning of the good in the market.
Kotler et al., (2001) found that “Modern Marketing calls for more than developing a good product, pricing it attractively and making it available to target customers. Modern marketing also involves communicating with potential and actual buyers” (p 317). Now it is clear as what is expected from a Promotion strategy and what the objective of the Promotion Strategy should be. The focus is on sending across the message correctly to the target audience.
The Marketing department needs to integrate and bring all forms of promotions into unison. This coordinated and synchronized format of communication is termed as “integrated marketing communication (IMC) (Kotler et al., 2001).
The business-business promotion is different from the regular promotion strategy. For Promoting our service in the market, we need to set out a different Promotion strategy. The strategy emphasizes on bringing awareness about the service and personal promotion.
The success of integrated marketing communication depends on the considerations taken in its formation. There are several points considered in the formation of a successful IMC. Boyd, WH, Walker, CO, Mullins, WJ and Larreche, JC (2002) found a series of steps to form an IMC; “defining the market to be targeted, setting the promotional objectives, setting the promotion budget, designing the promotion mix, evaluating the results”.
The business-business promotion is different in every sense to the consumer durables promotions. The business-business promotion depends heavily on personal promotion and building reputation with the target clients, this requires knowledgeable sales force at every point of customer contact. We have fine tuned, knowledgeable and highly motivated sales team to carry this job.
We have selected a combination of promotional mix to promote our services. The limitation to use conventional media for promotion is compensated with other forms of promotions.
5.3.1 Advertisement
We would be using various forms of Advertisement to promote our service. The most important means are:
- E-mail potential customers about the services, benefits and the advantages of using our services.
- Exclusively designed and dedicated web site of the company listing all our services, means of contact and required information.
- Exclusively designed and published catalogues and broachers.
5.3.2 Personal selling
This is one of our important forms of promotion. As ours is an industrial service, the awareness needs to be developed through personal contact. This requires us to meet the target company personally and explain our services. Even though it consumes more time and a longer pursuance of the target company, it is advantageous as it gives scope to develop a relationship with the company.
We also plan to approach the higher government authorities in the departments like National occupational health and safety commission and Work- cover and of course the trade unions and Australian Chamber of Commerce and Industry and perform a detailed presentation about our products and how, with implementation of our safety and control solutions, our products can help prevent the fatalities in the manufacturing, construction and other heavy industries. These presentations would definitely prove fruitful as recently NOHC, Canberra has passed an ordinance asking all the state and territory governments, ACCI, and Australian council of trade unions to work in the direction of the National standards declared by the NOHSC under s.38(1) of the National Occupational Health and Safety Commission Act 1985 (Commonwealth), and prescribe preventive action to avert occupational deaths, injuries and diseases (National standard for construction work, April, 2005).
The different forms of personal selling are telephone basis and one-to-one basis and these are one of our important tools of promotion strategy. In business-business criterion, the buying is based on the information provided, the knowledge of the products and services provided to the clients. The business-business buying decisions demand extensive analysis and consultation. We will address this issue by providing the target clients with the information about not only our products and services indeed of the competitors also, share the knowledge of the products and service offered by our company and competitors and giving them a clear picture of distinct features offered by our company.
To carry this job successfully we will be training our sales force not just in our products and services but about our competitors’ products and services also. This is important to facilitate the buyer make a decision in favor of our goods and have clear idea about what differentiated value they are gaining by purchasing our products and services.
To make our efforts successful in this area, we will be recruiting the sales personnel who have the technical knowledge and fair for selling. However, we provide continuous training to these personnel. Anyhow, as we are nascent in the market ours is a smaller and easily manageable sales force.
5.3.3 Sales Promotion
This is one of the other tools of Promotion strategy utilized by our company to bring awareness about the company and the services offered by our company. This application is explored by participating in industrial exhibitions and trade fairs.
Taking part in trade fairs and industrial exhibitions is to create awareness among the target companies about our services and to create a see and belief feeling to the target companies by giving a demo of our services and application of our software. This may not result an immediate business association with the target companies but might be successful in entering the target audience minds, which is essential for a new company with a new product such as ours. We will not be using exact conventional sales promotion, but we will adopt the theme from such promotion.
There are few popular consumer promotion tools such as cash-back offers, cents-off deals or price packs, premium offers, advertising specialties, patronage rewards, point-of –purchase (POP) promotions and contests and games of chance and skill. (Kotler, et al., 2001). Our company will be using some of these tools to promote our products but in a different concept package.
We will use promotion tools such as patronage rewards. In this promotion, we will offer the customer a rebate on the price of the commodities, privilege to get free maintenance service and minor up gradation of few products, if they buy continually from us. We will adopt also the premium offer; that is if the client is purchasing a high price service, they will be given another complimenting service free. This is to encourage the client to go for a high price purchase; however, this is certainly in the initial stages of market penetration and the offer will not be on our core competing services.
Apart from the above-mentioned tools, we will be using other forms of promotion such as free installation of the equipment for the clients who made major purchases from us and if the client is of high profile, we will run a trial application for a discounted rate or without an extra cost.
Our trade promotions are not just aimed at our target clients indeed to encourage the distribution channels also. The distribution channels are also important for business success. Being new to the market, we need to get supporting and reputed distributors. To attract and retain established and successful distributors, we will give them more incentives over the sales and higher margin than the competitors will. This provision could increase our costs nevertheless it can be facilitated through high sales volume and minimizing the costs therein.
5.3.4 Public Relations
This is also one of the important tools of sales promotions. Many companies to create awareness about their products and services now use this tool. It is a less costly promotional activity. Its relative advantage is that it educates mass public about the products and services. The unique advantage is that the mass media advertisement is done when the offerings of the company are trustworthy, thus creating a positive impression about the product (Boyd, et al., 2002).
We would engage public relation agencies to assist us in this promotion. The promotion will emphasize on bringing awareness about our company and the services, creating an image about the company, providing knowledge about our services, the advantages of the technology and thus facilitating buying decisions on our services.
There are few disadvantages of this promotion tool such as the result of this promotion is out of the company’s control; however, we will ensure that the promotion creates the positive effect on effort to establish ourselves as the value oriented company. One of the other advantages of public relations is that it will assist in coping with the unexpected shocks. As the public awareness about the product and services already exists in peoples mind, it will be easy to win back their trust and loyalty in an unfortunate event or any unintended damage caused by the product.
We would use certain publicity tools such as news release, feature article, captioned photograph and a press conference. The publicity gives more mileage than an advertisement as the former appears more objective to the public and is more informative in nature, hence, the features and advantages discussed in the publicity are not looked with skeptic.
5.4 Placing strategy
Placing strategy is equally important as the other p’s of the marketing mix discussed above. This is important irrespective of the business. There are many ways to place and distribute the consumer products but, as ours is an industrial product we will not be using the same setup.
In recent years, the companies are concentrating more on their distribution channels to ensure the availability of their products and services to the end users. This is achieved by having better control and coordination throughout the distribution network. The companies are shifting and considering the Vertical marketing systems as the viable option to achieve the better distribution of their products and services (Boyd, et al., 2002).
In our effort to reach the customers, we will be using corporate vertical marketing systems. We will contact the target clients directly and sell our products directly. This requires more time and a high level of pursuance. Once we decide our target client, we will approach them with our products list and will explain clients the advantages of using our products.
Once our products are well appreciated in the market, we will explore other available options. For the time being, we will continue with personal contact approach.
6.0 Competition
Our target market is competitive and growing. There are two types of competitors in our target market, direct and indirect competitors. Direct competitors are companies such as Axelprod, Elpro Technologies, Australian technical Pty ltd and Robotic Automation Pty. Ltd. These companies are providing G.S.M. enabled solutions but have a less emphasis on control and safety measurements. The solutions offered by these companies are more of information carriers in nature rather control measurements.
However, the technical advantage these companies have and the growing market would encourage these companies to become our core competitors in the future. We have a better understanding about the products and services required by the market in the current scenario. The knowledge about market needs and the need-oriented product line from our company gives us the required mileage over the competing companies to enter and capture the market.
The competition from these companies is little stronger than the indirect competitors as we are at the similar level of play. However, the competition from these companies is manageable as we have more technological expertise, our services cover more issues and are more reliable than theirs are.
The indirect competitors are the conventional industrial automation companies such as Micromax, Citect, Itech, IAS, Fieldbus Specialists and Mining Australia. The above mentioned companies are providing the similar services such as electromechanical switches, laser sensors, laser gauges, measurement systems, photoelectric & ultrasonic sensors, photoelectric sensors, heavy duty & door industry, ultrasonic sensors, glow sensors & control, level controls & capacitive, level controls & ultrasonic, pressure sensors, temperature sensors, non-contact temperature measurement, industrial information management, high scalable , reliable control and monitoring systems. The services are different from each other with a variation in the technology and the applications.
These solutions designed and programmed to perform under the vigilance of a supervisor. They are the meager extension of the literal meaning or idea of control and safety. Moreover, these solutions will function like an alarming rather than a control and safety measure. The major drawbacks of our direct and indirect competitor’s solutions are that they run on preprogrammed automation designs; which requires a person to present and monitor physically where as our systems can be controlled from outside through an authenticated commands sent through an S.M.S. Another added advantage of our solutions is that our software can be easily integrated with the machines and the companies systems with out causing disturbance to the normal functioning of the machine.
From our preliminary research of the market, we have found that larger part of our target market is using conventional industrial automation. Incidentally, the development of new trends in the market would introduce us to more core competition.
Our initial efforts will be to differentiate ourselves from the conventional industrial automation concept and establish ourselves as the high technological safety and control solutions Management Company. This exercise supported with the latest trends developing in the market will give us many opportunities to enter the market and garner market support.
7.0 Marketing Tactics
With the products like automated safety alarms used in heavy machinery and level sensors in Asbestos mills like Unimin Ltd and James Hardy are mostly supplied by companies like Axelprod, Elpro, Orbit and Robotic Automation Ltd. These companies are direct competitors of GTM that hold a leading share in industry automation and are pioneers in the industry. Whereas, GTM Solution Inc. is a follower that has improved designs, latest technology using GSM and offers better and value added features. Its competitive advantage over its competitors and a competitive price are the major factors to aggressively promote its products and services. GTM has some potential advantage over the pioneer’s in the industry:-
- Ability to take advantage of pioneer’s product mistakes.
- Ability to take advantage of pioneer’s marketing mistakes.
- Ability to take advantage of its latest technology.
We have already discussed the marketing tools to market our products in the marketing mix heading. Now, we use Ansoff grid to analyze the strategic option best suited to GTM at this point of time.
1 2
New Market Existing Market
2
Existing Product
1
New Product
(Ansoff grid propounded by Igor Ansoff in 1957, Harvard business review)
Companies who make 2/2 decisions (concentrating on existing product in existing market) lack imagination and run the risk of becoming outmoded. 2/1 decision-makers (existing product into new markets) represent attempts to extend the product life cycle.
1/1, 1/2 decisions are more adventurous and risky. In the longer term, however, new product development is the principle means of survival of the company. GTM fall under 1/2 category with its new innovative product and as is a follower targeting the existing market.
Therefore, with limited resources the firm would seek to build a small but profitable business with a specialized segment of a larger market or can be called as niche market and the strategic option chosen is leapfrog strategy.
‘The essence of leapfrog strategy can be an attempt to gain a significant advantage over the existing competition by introducing a new generation of products that significantly outperform or offer more desirable customer benefits than do existing brands (Boyd, et al., 2005).
Advertising: - The advertising campaign will be started in first week of July, 2005 in new financial year. In this aggressive advantage campaign we will circulate our specially designed catalogues, pamphlets and brochures on Sunday in daily newspapers like The Sun Herald and The Sunday Telegraph. As we have limited funds, the circulation would be once in a quarter for whole year and the suburbs will be switched each quarter. For example- In the first quarter, the northern industrial areas like Smithfield and Rosehill will be covered and for the second quarter, the eastern areas like Alexandria and Mascot and likewise.
Along side the catalogue and brochure circulation, we will do direct selling to our potential target customers through e-mails that would provide them information about the company, our specialized products and the technology on which the company is working. The e-mails would also provide a link to our company’s website with Macromedia Flash based presentations very effective to demonstrate the functions of our product, the distinctive features and on the technology it is based.
With the help of e-commerce website, the company would be trading on line where a buyer can select or customize his own safety and control solution according to his firm’s requirements and have the package delivered at his doorstep. Through on line trading, company would emphasize on system selling of the complete generalized solution and offering them some promotional schemes like offering them free installation or extended warranties and the like.
Personal selling: - The trained sales team of GTM will handle the task of personal selling. This task would start in 2nd and 3rd month of the quarter when the sales team will be fully trained to make presentations about the products of the company. They would identify the target companies either through following up the queries made by potential target buyers or going through profile of the target company. The sales person would perform presentations in front of the corporate staff including the CEO, Managing directors of divisions including the staff at operational level who are directly affected to the situations so that they can have a better comparison and analysis of the GTM’s offerings.
Even, those companies would be targeted that has decentralized organizational structure which would enable us to again segment and convince the people with in the organization in whose hands the decision lie.
We would also be helping the government departments like Work cover and National occupational health and safety commission are constantly striving to reduce and eliminate the workplace fatalities (National standard for construction work, April, 2005).
The sales representatives of GTM would approach the officials of these departments and convince them through presentations about the company’s effective safety and control solutions so that these products should become as standard level of safety measures and a recommended solution by the concerned government departments. The Australian council for trade unions and the regional labor unions would also be convinced as these bodies are very powerful in this industry.
Sales promotion:- As discussed in promotion mix, the company would participate in trade fairs and industrial exhibitions which would help creating awareness among the target companies. At the company kiosk or stall, in the fairs, the company sales representative would perform a live demonstration in front of the people. The potential buyers can have all the information about the product offerings which would be displayed in the public. The other promotional tools like patronage rewards would be used. In these rewards scheme, the regular buyers would be sorted out and will get a discounted price or free maintenance service if they are upgrading the existing product. We would also encourage high price sales by offering complementary services. Apart from these tools, we would also make full use of our augmented product in complement to our core product.
Public relations: - It is the least expensive of all the promotional mix to create awareness among the masses. We would attract the mass media by using News releases, feature articles, captioned photograph and press conferences. This task would involve all the marketing staff along with the marketing director and would be scheduled in the first two quarters of the launch of our products.
With these actions, the current customers in mass market will be induced to replace their current brand with superior new offerings and attract new buyers by providing enhanced benefits.
Monitoring of Action Plan
8.0 Budgets and schedules
Detailed cost breakdown for project
Hard cost for project
$3.2 million - For all the assets and equipment including satellite bandwidth license
$120,000 - Tenant improvement and signage
$12, 000 - Furnishing
$10,000 - web services
$8, 000 - printing and promotional material
$33, 50,000 - Total
Soft cost for project development
$20,000 - Legal fees for Incorporation, operation agreement
$16,000 - Accounting fees for the first year of operation
$28, 000 - Liability insurance
$64, 000 - Total
Startup cost for business including inventory for the first quarter
$55,000 - Marketing
$28, 000 - Liability insurance
$20,000 - R & D costs
$4,000 - Office supplies
$10, 000 - Promotional expenses for 1st quarter
$72,500 - Purchase of quarterly inventory for the location
$1200 - Payroll administration
$1, 90,700 - Total
$36, 04,700 - Grand total
Funds requested
GTM Solutions Inc is seeking $3 million in a five year term commercial purpose loan for the development of the business and acquisition needed. The company also requests a working line of credit in the amount of $500, 000 to be provided by the company.
Owner contribution
An amount of $300, 000 as investor supplied capital is also added to above required capital.
Business banking relationship
National Australia Bank
Deal Structure
The management of GTM Solutions Inc has determined that it will take $36, 04,700 to start the business. It further determined, using total hard cost, soft cost and startup cost to allow the business to begin and not to be unduly burdened by cash flow problems would be $3.8 million. The proposed deal structure is outlined as such:
Commercial bank loan = $3 million
Working line of capital = $500, 000.
Owner supplied capital = $300, 000.
Total = $ 3.8 million.
Detailed cost breakdown for marketing expenditure
We assume to spend an amount of $2, 20,000 for the first year, $2, 42,000 for the second year and $2, 45,000 for the third year and will set our standard and analyze our variances in regard to performance in the particular year.
Marketing budget allocation for 2005-06
Marketing budget allocation for 2006-07
Marketing budget allocation for 2007-08
(*Appendix 14.4)
Narrative:
In the marketing budget we are concentrating mainly on two promotion mix elements: - Advertising and personal selling. For advertisements, media buying on the Internet (Internet advertising) and exclusively designed and published catalogues are mainly given importance. The second important promotional mix is personal selling, as personal contact to the potential target customers is very important in industrial li9ne of product and services. Even it appears in marketing budget for year 2007-08, 10.6% has been added in the personal selling budget compared to the previous year (2006-07). The company does not ignore the other types of promotional tactics, although they are not financed as much as advertising and personal selling.
9.0 Recommendations
To ensure the success of the project plan, it is recommended that the following steps be taken:
-
Cost strategy: - In the coming years, GTM’s aim should be to increase the sales volume not just to maximize the profits but to achieve economies of scale too. The higher the sale, the higher is the manufacturing capacity. When a plant is working on full capacity, it minimizes the cost of production and hangs between constant returns to scale and the economies of scale. In the product positioning map, GTM, although offers better products, better technology than its competitors but charges high price for the added features. The strategy to sustain in the long run is to get down from high cost strategy to best cost strategy.
Product positioning map
High cost strategy to best cost strategy.
Means, the product that are positioned up market should be switched to budget price to withstand the direct attacks from its competitors as well as the new entrants in the industry.
Product Life Cycle
From years 1 to 5 are the introductory periods for GTM where it has to face many challenges like high investment in product development, high customer switching cost, low environmental stability, technological obsolescence etc. these challenges can be met by recommended marketing mix discussed in the plan. After the introductory period is over, within 3 years, GTM should attain a low cost strategy and venture into the new markets as well as aggressively follow the R&D to enter into consumer product market. In the maturity period, it should innovate in its products and pioneer itself in wireless industrial automation and safety and control solutions with products like wireless gateways, wireless instrumentation and Ethernet radio modem.
-
Form championship and ownership teams: - Sometimes one person is the champion of the implementation of the marketing plan. It is suggested that GTM should create an ownership team. An ownership team will force the exclusive talents of all the sales people, which will certainly outperform a single champion.
Compensation:- By relating monetary or any other type of compensation, for those who are responsible for the implementation, to the performance, people will be motivated to do their jobs efficiently, since financial compensation usually is an incentive for most people when it comes to performing well.
Management Involvement: - If the managing director does not take the marketing plan seriously it sends a signal through the organization which will weaken the motivation of the sales team. Therefore it is necessary that the senior management must be involved in implementation process in order for the marketing plan to be successful.
10.0 Financial Data
10.1 Sales Forecast Analyzing the market, approximately a hundred large and medium sized industries and approximately 300 small industries are identified as target buyers in the identified target market (appendix18.1), out of which it appears that our product line can capture 35% of market share in the first year of their launch. Regarding the buying patterns, it is assumed that either buyer will do system buying for the complete safety and control solution or they will buy the product individually suited to their needs.
10.2 Budgeted Income Statement
Narrative
From the income statement, we can see the trend in return on sales. The first year return is higher because of the startup cost of $300,000 as owner supplied capital for the first quarter of the year. The second year return on sales can be said as actual numbers from where we can judge the success of the applied marketing strategy. Consequently, the sales are gradually increasing and in turn the return goes up to 26.18% for the fifth year which means the firm has met its objective of capturing 65% of the target market and the firm is ready to venture into other markets and innovating newer technologies.
10.3 Liabilities and risk
The first risk of the company is the ability to capture enough market share to bring in enough customers in order to cover fixed costs. The risk is more visible in projected Income statement and leads to possibility of potential cash flow crunch in the first year of operation. In order to combat this risk, the owner supplied capital will help through first month startup as the company expands the market share.
10.4 Sales contribution for the year 2007-08
Effect of $1, 38, 88 increased sales resulting from the increase in allocated sales commission, training costs and other emoluments
Narrative With the increase in personal selling expense by 11%, the return on sales has risen by 6%. We assume it as reasonable performance standards and will analyze our variances with these standards.
11.0 Controls
The controls put into place to ensure the successful execution of our marketing strategy have been placed in the market plan. It is essential for the firm to reiterate that the objectives that have been set in the marketing plan will be achieved. This judgment is reflected in the operation of many organizations today who are endeavoring to differentiate between buyers to ensure that they are being retained. The key marketing performance measures in GTM include:
- Operating control- Profitability, sales volume, market share and ROI.
- Strategic control- Customer satisfaction, customer retention and brand name.
GTM has already established its performance standards as marketing and financial objectives and budgeted income statement. When the company deviates from the plan, than the feedback data is evaluated that can be obtained from the firm’s accounting records.
The deviation from projected financial statements can occur due to varied reasons:
- A change in demand for a given product type.
- The impact of new product launch on the marketing share.
- Or, a change in price by a major competitor.
The last step in the control process is to take corrective action. It can be by holding formal meetings when all the staff sit and decide what measures could be taken to correct the performance deviations.
11.1 Contingency plans
A contingency is a situation, which is unexpected and can affect the business adversely. For this project, the various contingencies that can be thought of are as following:
- The targeted companies may not be attracted.
- The targeted sales may not be achieved.
- An increase in the tax rate by government in Australia.
- Change of government in Australia, which may lead to change in the existing process for buying satellite bandwidth.
- Change in the price of satellite bandwidth and for added bandwidth to the existing capacity.
- An increase in demand for the GTM products in Australia (means more expenses in case of added production).
In case the targeted sales are not achieved within the introductory period or a period under review, marketing strategies may have to be changed. Under new plans, a change in marketing mix (Place, Price, Promotion and Product) will be implemented to achieve better results. The promotions and advertising budget will be reviewed to control the situation. Another option will be to review the pricing strategy to achieve targeted sales revenues.
As mentioned in the budget plans, another worst case can be an increase in the tax rates. In that case the profit of GTM from this operation will suffer a downfall. Also in case of any change in supply of satellite bandwidth due to government change or some other reasons GTM might have to work under controlled environment or the products it is manufacturing may be limited by the government policies or affected by the policies. In such a case the reliability of the firm decreases and the customer’s loyalty decreases and they tend to find an alternative source, which may lead to the erosion of market share of GTM in the specified target niche market in Australia.
Also if the popularity of GTM products increases in Australia, this will lead to an increase in demand of the safety and control solutions. GTM can easily handle the supply of this increase in demand for our products without putting up any extra costs for Logistics as we are trading online too. With the help of the firm’s e-commerce website we can achieve our objective of just in time (JIT) delivery. Regarding the financial crunch, the firm appears to experience it in the first year of the launch of our products. After one year, we have considerable amount of net income which can be used as operating income for the coming year or the increased demand
12.0 Conclusion
This marketing plan is prepared after a thorough research of the market and its needs. The very basis of our business venture is to provide reliable safety and control solutions to the industries of all sizes and nature.
The company is targeting initially the small and medium companies and eventually will target the big companies along the growth of the market share and company’s profile. Currently we have only few direct competitors but with different software and applications format. However, the untapped and potential market will certainly introduce us to our core competitors in the future.
The market is still in nascent stage and yet to be explored. The early entry to this market gives us many opportunities to explore and gain footage in the market but simultaneously it throws many challenges too. The market is yet to believe the feasibility of our technology and reliability of our software and applications.
The growing concern about the safer work environments and better control measures will encourage the market growth in the future; this very trend is a major input to our continuity in this business. We will continue our research to create still better products and with improved features.
13.0 References
Axelprod, GSM solutions, 2005 viewed May 20, 2005
Boyd, WH, Walker, CO, Mullins, WJ & Larreche, JC, 2002, Marketing Management; A Strategic Decision Making Approach, rev. 5th edn., McGraw-Hill, New York.
Department of Health, September, 2000. National occupational health and safety commission report on work related fatalities for the year 1989-1992, viewed March
30, 2005 from NOHSC Website:
Department of Health, April 2005, National standard for construction work,2005 viewed May 20, 2005 from NOHC website:
David A. Garvin. (2004). Thinking about what every C.E.O. should know about crating new business. Harvard Business Review, 82, 18-21.
Kotler, P, Brown, L, Adam, S & Armstrong, G 2001, Principles of marketing. Prentice Hall, N.S.W.
Kotler, P, Brown, L, Adam, S & Armstrong, G 2004, Marketing, 6th edn., Pearson Education Australia, Frenchs Forest.
NSW Department of State & Regional Development, March 2005.
Communication Services in Australia, Viewed 01/04/05
14.0 Appendices
14.1 List of current and future target companies.
Aluminum manufacturing companies
- Alcoa of Australian Limited. (premium)
- Alussuisse of Australia Limited.
- BHP Billiton Limited. (premium)
- CSR Limited. (premium)
- Pechiney Pacific Pty Ltd.
- Queensland Alumina Limited
- Sojitz Australia Ltd.
Iron and steel manufacturing companies
- Amtek Industries Pty Ltd. (premium)
- BHP Billiton Ltd. (premium)
- Crane Grpoup Ltd. (premium)
- Hills Industries Ltd. (premium)
- One steel Ltd. (premium)
- Sims Group Led. (premium)
- Smorgon Steel Group Ltd. (premium)
- CMC (Australia) Pty Ltd.
Petroleum, coal, chemical and associated products manufacturing companies
- Cambell Brother Ltd. (premium)
- Orica Ltd. (premium)
- Sara Lee Australia Pty Ltd. (premium)
- Washington H.Soul Pattinson and Co. (premium)
- Wattyl Ltd. (premium)
- Du Pont (Australia) Ltd.
- G.E. Plastics (Australia) Pty Ltd.
- Bayer Australia Ltd.
Explosives manufacturing companies
- Orica Ltd.(premium)
- Dyno Nobel Asia Pacific Ltd.
Fertilizers manufacturing companies
- Orica Ltd. (premium)
- Wesfarmers (premium)
- Incitec Pivot Ltd.
- BASE Australia Ltd.
- WMC Resources Ltd.
Industrial Gas manufacturing companies
- BOC Ltd. (premium)
- Santos Ltd. (premium)
- Wesfarmers Ltd. (premium)
- Linde Gas Pty Ltd.
Medicinal & Pharmaceutical products manufacturing companies
- Australian Pharmaceutical Industries Ltd.
- Bayer Australia Ltd.
- BOC Ltd. (premium)
- CSL Ltd. (premium)
- GlaxoSmithkine Holding Pty Ltd.
- Johnson & Johnson Pty Ltd.
- Mayne Group Ltd
- Novartis Consumer Health Australia Pty Ltd.
- Novo Nordisk Pharmaceutical Pty Ltd.
- Nufarm Ltd.
- Pfizer Australia Ltd.
- Sonic Healthcare Limited (premium)
Petroleum and Gas manufacturing companies
- Boral Ltd. (premium)
- ExxonMobil Australia Pty Ltd. (premium)
- Xstrata Queensland Ltd. (premium)
- Total Australia Ltd/
- BP Regional Australia Holdings Pty Ltd.
Rubber and Tire manufacturing companies
- Bridgestone Australia Pty Ltd. (premium)
- Goodyear Australia Pty Ltd.
- South Pacific Tires Partnership.
- Toyo Tire & Rubber Australia Ltd.
Motor vehicle manufacturing companies
- Holden Ltd.
- Toyota Motor Corporation Australia Ltd.
- Ford Motor Company of Australia Ltd.
- Mitsubishi Motors Australia ltd.
- Mack Trucks Australia Pty Ltd.
Electricity Distribution companies
- Australian Gas Light Company. (premium)
- Origin Energy Ltd. (premium)
- United Energy Distribution Pty Ltd.
- Wesfarmers Ltd. (premium)
- Energy Australia
- Power & Water Corporation
Electricity Generation companies
- Alcoa of Australia Ltd. (premium)
- Australian Gas Light Company. (premium)
- Genesis Power Ltd.
- Origin Energy Ltd. (premium)
- Transfield Services Ltd. (premium)
Gas Supply companies
- AGL company.
- Energy Australia
- Gascor Pty Ltd.
- Natural Gas Authority of South Australia
- ENERGEX Ltd.
14.2 Figures of the market research
Table 1 Jurisdiction of working persons and bystanders at the time of fatal
injury in incidents involving machinery and fixed plant.
Number and percent — Australia, 1989 to 1992
1: Deaths per 100,000 employed persons per year with 95% confidence intervals. Rates were not calculated where there were fewer than 4 deaths.
(National occupational health & safety commission, September 2000)
Figure 1 Place of fatal incident where working persons and bystanders were fatally
injured from machinery and fixed plant.
Number — Australia, 1989 to 1992
(National occupational health & safety commission, September 2000)
Figure 2 Activity at time of incident for working persons fatally injured in incidents
involving machinery and fixed plant.
Number — Australia, 1989 to1992
(National occupational health & safety commission, September 2000)
14.3 Competitors
Indirect competitors: Conventional automation providers
- Micromax; www.micromax.com.au
-
Citect;
- Itech; www.itechcorp.comau
- IAS; www.indauto.com.au
-
Fieldbus;
-
Mining Australia;
Direct competitors: G.S.M enabled solution providers
-
Axelprod;
-
Elpro technologies;
-
Robotic Automation Pty Ltd.;
14.4 Assumed design costs for catalogues and brochures (100,000 in numbers*)
*The volume of 100,000 catalogues and brochures will be printed for every quarter of the year which means 4*20,000 = $80,000 per year.
