The company has been first in terms of innovation, quality as well as customer satisfaction in around 50 countries. The key to success for the company is its commitment towards the company-wide values (International EZUP, 2012). Mission Statement and Goals The main objective of the company is to focus towards honesty, people, customers as well as innovation. It also places greater emphasis at offering the customers with quality products and services with the objective to satisfy them and thus maintaining long-term relationship with them. Focus The main focus of the company has been upon the domestic market. However, in order to attain growth and to beat the competition it is quite imperative for International E-Z UP to shift its focus to international markets as well with advanced products thereby meeting the needs and the demands of the global marketplace. It will also focus upon providing the customers with quality products in order to ensure sustainability in the long run. In order to attain this objective the company can implement Total Quality Management (TQM) techniques such as Kaizen. Marketing Objective Short-Term Objectives of the Company The marketing objective of International E-Z UP for the upcoming year shall focus upon enhancement of the market share and increase of the desired levels of sales of the product. The company shall also try to enhance the customer loyalty. In order to attain this objective, it shall generate 20% of repeat business in the first year. The other marketing objective of the company shall be to escalate the brand awareness among various market segments from 10% to 30% in year one. The company shall also aim to gain at least 20 new customers by the end of the year one. It shall aim at increasing the market share in the United States market by 10% at the end of year one. Furthermore, one of the most significant marketing objectives of most of the companies is to minimize the marketing cost by substantial amount. In lieu of this fact, it can be mentioned that International E-Z UP shall intend to reduce the marketing cost by nearly 5% during the initial six months period. Long-Term Objectives of the Company The long-term objective of the company shall be to maintain their position as the leading name in selling instant shelters throughout the world in next five years. It shall also aim at acquiring nearly 20% of the customers of the competitors over next five years period. It shall also intend to increase the profit margin by 10% in the coming five years of operations. Attaining partnership and building collaborative relationship with numerous suppliers for smooth flow of the raw materials shall also be one of the objectives of the company. It can be stated that for the purpose of attaining the above mentioned short-term and long- term objectives, it is quite imperative for the company to prepare an adequate marketing plan. The sections below comprise pertinent analyses of the customers, the competitors, the external environment, the marketing mix and the human resources of the company. Based upon the analyses, the paper shall intend to devise a creative marketing plan for the purpose of promoting and creating awareness about the products and the services of International
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Marketing Portfolio Project Overview The paper focuses upon presenting a comprehensive marketing plan for International E-Z UP, Inc. which specializes in selling instant shelters. The study shall aim at identifying the present situation of the company and thus would intend to offer distinctive marketing plan strategies to further improve its position and overall sustainability…
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