Marketing Plan for Applpoly Company

Marketing Plan for ApplPoly Company

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Date: 8th April, 2012

Table of Contents

Executive Summary..................................................................//.................3

Background................................................................................................4

Segmentation or Possible Target markets............................................................7

Target Market.............................................................................................9

Marketing Objectives ....................................................................................9

Product Analysis..........................................................................................11

Brand Analysis.............................................................................................13

Price Analysis.............................................................................................14

Promotion Analysis.......................................................................................17

Conclusion..................................................................................................18

Marketing Plan for ApplPoly Company

Executive Summary

ApplPoly Company offers polystyrene foam products to various industries. These days, the company is seeking to find a new market for its new, dome shaped roofs. For almost four years, ApplPoly has been putting much weight on Preston, who has been working as a chemist at the ApplPoly resins laboratory, to innovate an idea that will create new markets for ApplPoly's foamed polystyrene.

Preston came up with the notion of foam dome, which entails utilizing foamed polystyrene to create roofs and other constructions that are dome-shaped. It seems that ApplPoly products got into the present situation because the company did not take adequate measures to market their products. The company, also, left the task of marketing to Preston alone, because she developed the product. The roofing domes created by ApplPoly are environment friendly and appealing, which makes them relevant in the modern world. Also, the products are quite cheap, and they require minimal maintenance costs. The focus of the Company will be on external markets, such as, Europe and Japan, as well as the internal market. Polystyrene becomes widely used in Europe and Japan by individual persons and companies in the hospitality sector. Other target markets in this sector are small businesses that import polystyrene, as well as construction materials, in the USA. Many industrialized nations prefer using domes instead of wood and cement, as they are friendly to the environment. However, some states have regulations that do not favor the selling of roofing materials made from Polystyrene. This marketing plan describes some strategies that managers and employers at ApplPoly can use to find new market for their polystyrene foam domed roofs.

1. Background Information on Industry

ApplPoly Company specializes in the production of polystyrene foam products. The Company manufacturers various polystyrene foam products, such as, roofing materials, packaging products, as well as, food containers or cups. The products of ApplyPoly become used by various industries, mainly in the construction, hospitality and manufacturing fields.

These days, ApplPoly wants to establish new applications, for their resin commodities that are profitable. For almost four years, ApplPoly has been putting much weight on Preston, who has been working as a chemist at the ApplPoly resins laboratory, to innovate an idea that will create new markets for ApplPoly's foamed polystyrene.

Preston came up with the notion of foam dome, which entails utilizing foamed polystyrene to create roofs and other constructions that are dome-shaped. Preston convinced her bosses that her scheme had potential due to her excellent promotion skills. A preliminary study became performed by the marketing research department, and they recognized several areas of buildings where the domes could be used. The center of the study was on uses for current construction that get made by dome. The research revealed that using foam boards can create immense savings because of the decreased time of construction. A number of areas of construction that can make use of the domes, according to the research department, comprise of cold and bulk storage, coats for industrial tanks, as well as educational and recreational structures.

As of the fresh technology implicated, the corporation decided to perform its personal contracting for not less than four years. Preston deemed this as vital, because it would reduce the chance of having mistakes executed by the raw contractor groups. For instance, the plastic could burn because of failure to follow appropriate guidelines.

Subsequent to constructing some domes in the United States to reveal the idea, Preston visited some principal architects in the U.S. The first architect appreciated the idea, although he doubted whether Chicago's fire marshal would embrace the idea. The second architect explained his fears that there existed no accurate tests of fire for unconventional building materials, although Preston's test demonstrated that foamed domes could be guarded against fires. The third architect expressed his concern that foam board lacked impact resistance like cement. The fourth architect said that they designed numerous facilities for recreation, and children are apt to poke holes in the foam. The last architect said that building regulations in his area only allowed the use of wood and cement.

Subsequent to this unanticipated reaction, the administration felt puzzled. However, Preston suggests that the project should continue, as it is promising. She intends to create additional projects for exhibitions in Europe, the United States and Japan in order to present the idea to the international market. Preston is extremely optimistic, as she thinks architects from other nations could be open to new concepts, unlike