Case 3
EMR Innovations
Table of Contents
Executive summary 3
Introduction& problem /issues identification 4 EMR’s product and how is attempting to market 4
External Analysis 6 Opportunities 6 RV industry 6 RV culture 6 Threats 7 Competitors 7
Analysis and recode current situation 8 Internal analysis 8 RVs internal weakness and strength 8 EMR Innovations internal weakness and strength 9
Marketing Audit 10 RV’s Current Marketing Strategy 10 Main objective 10 Main targets 10 RV’s Problems 11
Alternative Strategies 12 Marketing and distribution of the lock- awn 12
Recommended Strategy 13
Executive summary
Reynolds are a young couple that transferred
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The end result of decision , will be a marketing strategy which will effectively launch the Lock-Awn product and EMR Innovations.
External Analysis
This analysis consists of analyzing the external environment of the company (competitors, social, technological, regulations, etc.). The purpose is to identify the key opportunities and threats in the environment.
Opportunities
RV industry
RV vehicles (RVs) are recreational vehicles combining transportation and temporary living quarter for recreation, camping and travel. RVs started early 1900s when nature enthusiasts customized their vehicles. The RV industry flourished after the World War II. In 2000, RV industry consisted of 135 manufacturers and more than 200 suppliers of parts and services. RVs are divided into two categories (motorhomes and towables) and five classes ranging from affordable vehicle to normal people up to luxury one ($ 500,000). In 2002, about 7.5 million households owned an RV in US and projected to reach 8.5 million in 2010. This offers great opportunity for EMR innovations to succeed since the RVs exist in considerable number and will grow in the future.
RV culture
As noticed, RVs are popular and used a lot in US. There is almost one RV in every 12 households according to study conducted by University of Michigan in
The U.S. electric passenger car industry in 2011 was described as being in its infancy, because it is still a new concept to buyers. However there are signs of growth from 2011-2015. Buyers do not consider the car because of price, travel range and vehicle size, along with other secondary concerns.
The main purpose of this paper is through the company 's external and internal environment analysis to evaluate the company in the industry and future developments. Assess the external environment mainly through PESTLE Analysis and Porter 's 5 Forces. Strategic Recourses & Capability Analysis for internal environmental assessment is conducted. Finally, the company somehow SWOT analysis, concluded ••••
When manipulating a business’s strategy, it is important to focus on the external factors in the environment. An external analysis is where a business conducts environmental scanning that present a company with the key external forces influencing the organization. The facets of external forces examined are the business environment, remote environment, or the competitive environment. A business environment is all of the external factors in the general environment that a firm cannot control, but can affect their strategy. The remote environment is the forces that affect most firms. Lastly, a competitive environment is the firm’s specific industry and its entirety. The external analysis is pertinent to a company called Dick’s Drive- In; without it, Dick’s would not be a thriving popular business today.
the internal analysis of the firm and the external analysis of the industry and competitive environment
For years environmentalists have been screaming about going green, recycling and reusing products, and so forth. So the idea of our vehicles using alternative fuel sources would be a welcomed change. With the dozen of vehicles and fuel sources being introduced, it is now a possibility to add alternative fuel vehicles to our rental car fleet. Through this presentation, gasoline and alternative fuel vehicles will be fully outlined; the history, the sources of fuel, and consumer incentives will all be explained.
| * Increasing price of gas has driven customers to alternative energy vehicles * Increased consumer interest in family vehicles * New consumer segment, AEV value seekers, is a very
In general, Rving is a great way to spend quality time with the family while you explore the wonders America has to offer. There are many types of RV's, each with their own set of benefits. And for many families, the benefits of fifth wheel toy haulers are clear.
An analysis of a firm’s internal environment can be completed through various methods. These methods are value chain analysis, three circle analysis, SWOT
American’s are in love with the automobile in all its shapes, sizes, and utility. With a network of roads exceeding 4 million miles, cars are a way of life for more than 91 percent of U.S. households in 2009, according to U.S. Department of Transportation, Bureau of Transportation Statistics [1]. In 2014, Americans purchased over seven and a half million passenger cars [2], reports Statista on the automotive industry. So with all those roads and all those households needing cars, and all the cars being sold, the automobile industry is massive.
SUV’s have become the center of a large controversy in the last couple of years. Many studies have been conducted on the relation to the economy and the popularity of the SUV. The sport utility vehicle not only affects the economy with its gas-guzzling capabilities during a time of war, but with the safety questions that have continued to arise.
Do not let the term “least expensive” fool you because none of these vehicles are cheap to purchase, unless used, or to modify. The vehicles in this category makes up most Overlanding vehicles and often the price ranges from thirty thousand to fifty thousand dollars. These vehicles typically come with very little technology, and amenities, and one can build it to fit their needs. One of the most popular car manufacturing brands in this group is Toyota. A Japanese car manufacture that is widely recognized for producing some of the most reliable vehicles on the market to date. Vehicles such as the Tacoma, 4Runner, and FJ
There will be 2 parts to external analysis; it will be done based on general environment and competitive environment. External analysis is basically analyzing the factors that are not within the control of an organization for the general environment part. As for the competitive environment part, the strength of an organization’s current competitive position, and the strength of a position it is considering moving into will be identified to help prepare itself for every possible happenings in the near future.
* RV consisted of 135 RV manufactures and more than 200 suppliers of component parts and services .
An analysis of the external environment includes the factors in a business’s external environment about a business's industry, competition, and political and social environments, and affects the firm’s strategy (Aaker, 2001).
It also aims to identify market place opportunities and threats in the external environment and to decide how to use their resources, capabilities and core competencies in the firm’s internal environment to pursue opportunities and overcome threats.