Marketing Strategy ITTEHAD CHEMICALS

GROW YOUR BUSINESS

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VISION & GOALSOptimum Utilization of CapacitiesAchieve Sales TargetsMinimize Account ReceivablesIn Time RecoveriesTo Make the Company Preferred Choice of CustomersTo Increase Market ShareTo Improve Profitability of the Company

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Strategy To create higher value for our customers

Through Customer confidentiality Strong emphasis on Ethical values High quality and service levels Best trained & motivated people Top of the line hardware Constantly updated technology CSR

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Strategy Identification and Retention of GOOD Customers Identification and laying of consistently Bad Customers Developing New Businesses Product Line Expansion and Extension Development of Motivated and Dedicated Team Focusing on New Technologies Export Marketing

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Strategy Strong Relationship Building with Customers and Suppliers Meeting the Delivery Commitments Meeting the Quality Parameters Extensive knowledge of Market Awareness of Competitor Activities Training and Grooming of Marketing & Sales Team

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Growth StrategyThe most fruitful growth area is often to increase product usage within the existing product market, where assets and competencies are in place and only need to be leveraged. Growth within a product market can involve adding product features, new-generation products, expansion of the product scope, or new productsDeveloping new products, a second route to growth, can involve line extensions, expanded product scope, or new generation products.

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Growth Strategy• A third growth route, market development, involves

expanding the market either geographically or by targeting new market segments

• A key consideration of any growth strategy is how to achieve synergy by leveraging current assets and competencies

• Vertical integration, another growth direction, can provide access to supply or demand, control of the quality of the product or service, and entry into an attractive business area. It also, however, introduces the risks of managing a very different business and reducing strategy flexibility

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Growth Strategy• Outsourcing rather than vertical integration

makes it easier to change strategic direction in response to threats and pressures for the market.

• Growth can be achieved with incremental growth strategies, significant growth initiatives, or big ideas. All businesses should strive to uncover and implement big ideas, because they are usually the source of breakthrough strategies.

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Good CustomersIn time PaymentRecognition of Partnership ConceptRegular ordering and lifting of MaterialsAppreciative of Support of Supplier

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Planned GrowthNew markets are selected strategicallyNew employees are planned in anticipation of new marketsNew lines of business are not started unless they meet with stated plans and goalsOwner manager focus on leadership & entrepreneurship

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Planned Growth• Business has expanding sales and

profits • Business has enough cash at the

end of each month• Customer orders always delivered

on time • Inventory levels are appropriate

for service levels

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principal growth directions a business should take through marketing strategies

Market Penetration: sell more of the same products in existing markets, either by way of increasing market share or product usage.Market Development: sell more of the same products to markets locally or abroad. When aim for new markets, either focus on untapped segments in existing markets, or on new markets.Product Development: sell new products to existing markets. This entails developing new products or refining / upgrading existing products.Product Diversification – sell new products to new markets, typically by setting up a new business or taking stake in an existing business.

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main sources of thrust that drive business growth

To drive growth, a business strategy emphasizes on:(a) Differentiation: The business aims at expanding sales by distinguishing one’s offer more clearly from competing substitutes, e.g., branding product to give it some special features that make it unique in the eyes of the customers.(b) Focus: The business aims at expanding sales by (re) positioning one’s offer in a particular market segment thought of as highly attractive, e.g., entering a high potential export market with existing product.(c) Cost: Business aim at expanding sales by undercutting prices of competitors. The option requires to have a cost advantage.

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Marketing initiatives in support of business growth

Export marketing

Export marketing means expanding with existing products to new markets outside your country. Export marketing can help you to escape a growth

deadlock in your existing local markets and to unlock new customer segments in less price-sensitive markets

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The Most valuable assets of the 21st c. institution will be the knowledge worker and

their productivity

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“Drive the business or it will drive thee.”

- Benjamin Franklin

“The risk of a wrong decision is preferable to the terror of

indecision.”

- Maimondies

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