Buy custom Strategic Marketing Plan FOR WEATHERPRUF PLC
Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
9 / 2308 |
Essay's paper body
(Thus exploiting the new opportunity / market share growth in the child / mother segment)
4) To reposition the wax products within the consumers minds, including building awareness of Weatherpruf's new product range.
5) Grow volume of wax ? through existing links / retailers.
3.0 Situational Review (Where are we now?)
3...
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The industry is served by two distinct markets:
i) Solid Wax
ii) Liquid-based Polish
Wax Market
This is the traditional market for shoe polish, which has been established for over 100 years.
In 1999/2000,
Volume turnover: 200 million units
Sales Turnover: ?40 million
Growth Rate: 0% (For the past 5 years the solid wax market
has been static)
Unit Price: 20p per unit
Variable costs: 15p per unit (Weatherpruf)
Wax Market: 10 million (contribution to fixed costs and profit)
Liquid Market
The shoe polish industry was revolutionised in 1990, with the introduction of a liquid based polish...
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