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b. Current position
CAS Industrial Supplies is in the growth phase. For the first few years of
business, its growth is so slow that it made the owner almost give up making
them decide to take advantage of the modern technology in terms of
advertisement, records management, and even content management system for
their products and services.
The growth in customization industry is overt, but not too wide making it
an emerging industry; however, only a few people take risks or invest in this
business due to a mind-set that it may cause an early diminishing marginal utility.
c. Competitive advantage
CAS Industrial Supplies offers a wide range of products and customization
services that is tailored for their customers interests. Their customers are
ensured with a secured, convenient, hassle-free transaction with the means of
technology giving them an edge over to their competitors.
The company becomes more optimists about its growth when social
media became known to public, making them confident to have an edge to attract
more customers.
d. Growth Plan
Since the business is still in its growth phase, the companys goal is to
endure the hardships the company may face overtime. The owners believe that it
may be risky to enter the field of Information Technology, however for them this is
the only way to innovate, to get in trend, and to stay in business in a long run.
II.
Business Strategies
a. Objective and Goals
CAS Industrial Supplies, endeavours to achieve the highest level of
customer satisfaction in relation to both the products and services provided by
them. This is further achieved by ensuring that the highest quality standards are
adopted on all levels of production, for guaranteed 100% customer essential and
efficient when using the system. Furthermore the company is committed to
maintaining good relationship and working conditions with its staff, admins, and
third-party partners.
CAS Industrial Supplies offers its clients, a web-based system, that
manages the record of their customers which causes a possibility to reduce costs
associated with reverse feedback and hence increase customer service and
enhance customer loyalty. By providing no-hassle transaction response or
feedback satisfaction it will help customer become more comfortable with Internet
and web-based customization design.
CAS Industrial Supplies goal is to take one step at a time by innovating
their services with the means of Information Technology, seeing themselves by
making an additional 100% of their remuneration within the next 3 years.
b. Tactics
e-Advertising campaign
e-Advertisement also will contrast the positive experience of
Internet Promotion
CAS Industrial Supplies involves the use of social media tool such as
Road Show
Though not yet implemented CAS Industrial Supplies plans to have a
road show which will attract large amount of customers using this promotional
campaign. The owners believe it will enhance the reputation and generate the
excitement and interest of the customers.
III.
Marketing
Weakness
Application is only on limited products
Limited flexibility in pricing
Opportunity
Continued expansion for online sales
Ability to develop additional stores
Development of proprietary product
Threats
Changes in regulation may impact the business (once the company
becomes legitimate.)
Partial control for Stock and Inventory control.
Critical Success Factors
Business Process Capability
- Planning and Budgeting
- Financial Reporting
- Visualization of Results
Information Technology
- Self-support
- Business Intelligence foundation
- Data disposition
b. Market research
Demographics
Town
Manila
Bicol
Market Value
P100,000
Excess
Potential Customers
1 per quarter
3 per quarter
Competition
3 major competition
as:
limited to:
- TshirtPrinting
- Airart
- CustomThread
- TshirtPrinting
- CustomThread)
The graph above shows the difference between the two cities which the
company caters the most (Manila being their only branch, and Bicol which
most of their patrons are located since this is the owners hometown). The
companys market value is only an excess to its branch, since the company is
focusing in getting more customers in Manila.
Target Market
CAS Industrial Supplies aims to sell their products to general public.
However according to their analytics; their buyers ages range from 14 to 57
years old with having the teenagers to late 20s being their top buyers on that
group range. Moreover, there are more male buyers than female buyers. In
addition, the customers are located in several cities locally, having Bicol with
the most number of customers which is around 200.
The company takes care of their customers by sending e-letters to them
giving them freebies and discounts on selected product or items. They also
have thousands of feedback form from their customers.
c. Distribution channels
d. Strategic alliance
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CAS Industrial Supplies plans to outsource development of its own webbased application that integrates CAS Industrial Supplies terminals into payment
processing, customization design of the customers, and customers database
system. This application will be hosted on a server, which will be linked, through
a web-based interface. The end-user interface on the clients PCs will be design
to be intuitive, user-friendly, and simple.
In improvement of productivity of CAS Industrial Supplies using ecommerce the time required to create, transfer and process a customer
transaction is significantly reduce. Furthermore human error like duplication of
records is largely eliminated with the reduction of data entry and re-entry in the
process. This improvement in speed and accuracy plus the access to customers
document and information will result in increase in productivity. CAS Industrial
Supplies have a better customer service that customer can enjoy the
convenience of the web-based system any hour and anywhere.
The long-term goal is to gain enough visibility to leverage the product line
into other country and generate inquiries from the potential inventors. To do that
CAS Industrial Supplies needs:
Internet promotion
CAS Industrial Supplies are using social media as the main promotional
tool as the variety of fairly new low-cost advertising and promotional tools that
you can use. CAS Industrial Supplies uses the advantage of internet as low-cost
or free to expand territory of the business.
(Reference: http://www.casperph.webege.com)
(Reference: http://viralmarketingprofessor.com/tag/marketing-strategy/)
Public relations
CAS Industrial Supplies will also venture in making news released picked up
by several print and/or internet publications that will get a tremendous boost in
traffic with inexpensive events and services but ensuring publicity excellence.
(Reference: http://www.cohnpr.com/)
E-mail Publishing
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g. Marketing Budget
Estimated Total Cost per Instance
Category
Internet Promotion
P5000.00
Site Hosting
Developer (per Ad during
maintenance)
Customer Incentives
Discounts
Public Relations
P50000.00
Media Exposure
Email Publishing
P50000.00
P2500.00
P107500.00
The graph for the marketing budget shown above shows the companys
tactical promotional plan possible cost. The internet promotion will cost most
likely around P5000.00 (P2500.00 for the additional task for the developer during
the maintenance, and P2500.00 for uploading the site via web, which is good for
a year). Viral Strategies shows an estimate price of P50000.00 given an incentive
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and/or discount of P50.00 for 1000 orders. Public Relations will roughly cost
P50000.00 with a variable of P1000.00 per person for 50 people during a
conference. Email publishing will be optional, depending on what is the need to
send emails. If the number of emails sent within a day is greater than the mail
quota, then an email upgrade would be the best option.
IV.
New Staff
If ever the company hires a new staff, the new staff will undergo
training mainly in production and designing. The company begins to grow
overtime that they need someone who can work closely with the current
staff to ensure that customers satisfaction are met without sacrificing the
time needed to produce a certain product. This staff will be trained to
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shadow the current staff for a week before being allowed to start the
position.
b. Management System
CAS Industrial Supplies Management Structure:
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V.
Price
After VAT
Lifespan
DTG Printer
VAT
172000.00
196000.00
4-5 Years
DTG Ink
880.00
1000.00
TShirts
316000.00
360000.00
1 year
2500.00
1 month
DTG Maintenance
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IT Maintenance
2500.00
1 month
Hosting
2500.00
1 month
VI.
Summary
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CAS Industrial Supplies is one of the T-shirt companies that provide t-shirt
customization and personalization that is being already being patronized by
several customers. Even though the company is battling a tough and cutthroat
competition, the company strives to be the best by innovating their processes
with the means of technology.
The company isnt fully known in the Philippines yet as it isnt registered yet.
However the company is planning to go legitimate within a year or two planning
to attract customers with security and assurance. The company is in its growth
phase and its primary competitive advantages will be innovative solutions, the
product quality, and the good customer service they provide.
The company believes that these advantages may not be enough to sustain
the competition around it, so CAS strategize to promote the business via the
internet, some viral strategies that would attract customers, public relations, and
email publishing while strengthening its strength more and taking the
opportunities once at a time while eliminating its weakness and threats.
CAS Industrial Supplies expects to earn the modest profit by the next year
based on projected sales. The projections will be based on the following key
assumptions: a. Initial growth will be moderate as the company establishes
awareness in the market. b. Initial equipment purchases will stay in service for an
average of three to five years; the company will begin investing in new equipment
to replace damaged equipment. c. Residual profits will be reinvested in
expanding the product and service line. The company projects a 10%-15%
growth rate for the next year, and planning to win the competition in the industry
this year.
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