Chemical Laboratory Marketing Plan by PaloAltoSoftware

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									        Copyright © Palo Alto Software, Inc., 1995-2010




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                                                  Table of Contents

1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            1

2.0   Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       2
       2.1   Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            3
             2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                   3
             2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              4
             2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               4
             2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               5
       2.2   SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           6
             2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           6
             2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              6
             2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             6
             2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           6
       2.3   Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         6
       2.4   Products Offered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          7
       2.5   Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         8
       2.6   Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       8

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         8
       3.1  Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             8
       3.2  Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      9
       3.3  Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             9
       3.4  Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           9
       3.5  Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           9
       3.6  Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        10
       3.7  Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       10
       3.8  Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          10

4.0   Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .   11
       4.1  Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            11
       4.2  Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         12
       4.3  Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           13

5.0   Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .   13
       5.1  Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           14
       5.2  Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               14
       5.3  Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             15
                                   Granite Industries Inc.

1.0 Executive Summary

     Granite Industries, Inc. (Granite) is a specialty chemical formulator, lab analysis agency, and
     toll manufacturer, selling products to companies from cosmetics manufacturers to food
     supplement marketers. Granite manufactures and distributes Creatine Monohydrate, an
     approved food supplement used to improve strength, endurance, and muscle mass. Granite
     also produces five other specialty chemicals that will be detailed later in this document. A
     strong knowledge-based management team, with a combined thirty-years of experience in
     this industry, incorporated Granite in 1999.

     Granite is a niche player in the specialty and industrial-chemicals business, focusing on value-
     added products that are not widely or readily available in the United States. Granite
     Industries perfected unique manufacturing processes resulting in lower manufacturing costs
     and high profitability. Granite has established a network of strategic alliances with distribution
     companies who lack the capability to ascend from laboratory to commercial scale and
     manufacture products in accordance with quality specifications.

     The distributors and customers have given Granite an opportunity to provide products beyond
     our present capability. Equipment will need to be added, inventory increased, and marketing
     and support activities established.

     Sales and ProjectionsGranite had sales of $187,521 in 1999, $241,782 in 2000, and
     $269,507 in 2001. These numbers give Granite Industries a strong reference point on which
     to have based the sales projection for the upcoming three fiscal years. The projected sales for
     2003 are $210,000; Granite projects this to increase to sales of over $2.9 million in 2004,
     and to over $4 million in 2005 (see table in the Sales Forecast section).

     Funding RequirementsGranite is seeking adequate capital to enable Granite Industries to
     expand operations and become a major factor in the production of chemicals in the industrial,
     consumer, and textile markets. The signature product is Creatine Monohydrate;
     manufactured in both the powdered and liquid forms. Granite is the only company in the
     world capable of manufacturing this product in liquid form. The market research shows that
     the demand for this product alone justifies the expansion of the facilities.

     Note: Other company names and financial information has been removed from this sample
     plan to protect confidential and proprietary information.




                                                                                                 Page 1
                                          Granite Industries Inc.


                                            Annual Sales Forecast


            $4,500,000

            $4,000,000

            $3,500,000

            $3,000,000
                                                                                          Commercial
            $2,500,000
                                                                                          Consumer
            $2,000,000
                                                                                          Textile
            $1,500,000

            $1,000,000

              $500,000

                     $0
                                   2005           2006                2007




      Table: Sales Forecast

       Sales Forecast
       Sales                                   2005           2006                 2007
       Commercial                         $1,040,416     $1,322,734          $1,566,545
       Consumer                            $673,107       $787,765           $1,188,765
       Textile                             $558,851       $844,323           $1,344,323
       Total Sales                        $2,272,374     $2,954,822          $4,099,633

       Direct Cost of Sales                     2005          2006                2007
       Commercial                           $416,166      $529,094            $626,618
       Consumer                             $269,243      $315,106            $475,506
       Textile                              $223,540      $337,729            $537,729
       Subtotal Direct Cost of Sales        $908,950     $1,181,929          $1,639,853



2.0 Situation Analysis

      Granite is in their fourth year of operation. The business has been well received and
      marketing is critical to their continued success. Granite offers a wide range of chemicals to
      three different customer groups. The basic market need is for innovative, quality chemicals
      and formulas that are reliably delivered at reasonable rates.




                                                                                                       Page 2
                                    Granite Industries Inc.

2.1 Market Summary

      Granite possess good information about the market and knows a great deal about the
      common attributes of the different customers. Granite will leverage this information to better
      understand who is served, their specific needs, and how Granite can better communicate with
      them.



                                          Target Markets




                                                                                     Industrial
                                                                                     Consumer
                                                                                     Textile




      Table: Market Analysis

      Market Analysis
      Potential Customers      Growth       2004       2005     2006        2007     2008          CAGR
      Industrial                  10%     75,000     82,500    90,750     99,825   109,808        10.00%
      Consumer                    22%    125,000    152,500   186,050    226,981   276,917        22.00%
      Textile                     40%     36,40
								
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