Kinkajou Bottle cutter

Hassan, Aman, Brian, Chris, Robin
Group #1


Agenda

  1. Recommendations
  2. Analysis
  3. Implementation Plan


Recommendation

  • Target the expert crafter segment
  • Strategy based around eCommerce
    • Offer quality product & support
    • Improve the supply chain
    • Strongly promote through niche marketing tools
  • Use customer excellence as the main sustainable strategy

Analysis


SWOT
Segments
Customer Analysis


SWOT

  • What are the main strengths? 
    • Web presence
  • What weaknesses must be considered?
    • Limited resources
    • No control over manufacturing
  • What opportunities are available to the firm?
    • First mover's advantage
  • What threats exists?
    • Potential entrants

POTENTIAL SEGMENTS

  1. B2B - Crafters in tourism areas, primary income off product
  2. B2C - Crafters in national areas (Casual or Expert), make unique gifts

 

Customers

  • Expert crafters segment
  • Consumer buying process
    • Need Recognition
    • Information Search
    • Post-purchase
  • Alternatives


Implementation Plan

4 Ps, and Target Market
  1. Product
  2. Price
  3. Place
  4. Promotions

Product

  • Kinkajou Bottle Cutter
  • Warranty


Price

  • Customer Oriented Pricing
  • Do not focus on high margins
  • Establish relationship with suppliers for discounts

Place


Place Cont.

  • Canadian distribution can be improved
  • Amazon is a viable option for storage and delivery


Promotion

  • Magazines
  • Trade shows

Expected Results


Closing...



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