THE MARKETING PLAN
CONTENTS OF A MARKETING PLAN
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Title Page Include the name of the coman!" e#iod of time that the content$ of the ma#%eting lan co&e#$" and comletion date' ($e a clean and #ofe$$ional fo#mat )ith e*amle$ of the coman! logo and #oduct de$ign$ and ac%aging t!e$' Ta+le of Content$ Li$t all the content$ of the ma#%eting lan in the o#de# the! aea#" citing #ele&ant age num+e#$' Li$t ta+le$" g#ah$ and diag#am$ on a $ea#ate age $o that the #eade# can locate the$e #e$entation tool$ ,uic%l!' Li$t the aendice$ that )ill +e included at the end of !ou# document' Co&e# Lette# Thi$ lette# $hould fo#m a e#$onali-ed o&e#&ie) of the document' Highlight a#ea$ of the lan that a#e a#ticula#l! c#ucial to the #eade#" #o&iding an indication of ho) thi$ lan lan )ill hel !ou# +u$ine$$ attain o&e#all $ucce$$ in the futu#e'
Hi$to#ical .ac%g#ound
A+out Heli / HELI Fo#%lift$ i$ the la#ge$t manufactu#e# of mate#ial handling e,uiment in A$ia" and i$ #an%ed 0 th in the )o#ld' HELI #oduce$ o&e# 122"222 fo#%lift$ annuall!' HELI Fo#%lift G#ou +egan in 1340 and i$ cu##entl! o$itioned a$ one of the mo$t &e#ticall! &e#ticall! integ#ated manufactu#e#$ manufactu#e#$ in the glo+al mate#ial handling ma#%et' Anhui HeLi Co'"Ltd' )a$ founded in 1340 )ith the fo#e name Hefei Mine Machine#! Plant5 the co#e ente##i$e of Anhui Fo#%lift T#uc% G#ou' In Setem+e# 1336" Anhui Fo#%lift T#uc% G#ou e$ta+li$hed the coman! e*clu$i&el! in mode of finacing' In Setem+e# 1337"the coman! i$$ued 62 million $toc%$ to the u+lic" in the $ame !ea# it )a$ )a$ li$ted in Shanghai Stoc% E*change E*change on Octo+e# 3th )ith a $toc% $toc% $ho#t name of 8Anhui Heli8 and a $toc% code of 9722:71;' Till
: +illion RM."and the net a$$et$ of 1'24 +illion +il lion RM.'Anhui HeLi Co'"Ltd' mainl! engage$ in the #oduction and $ale$ of fo#%lift t#uc%$")heel loade#$"enginee#ing machine#!"mining machine#!" machine#!" found#! a#t$"heat t#eatment manufactu#e' Metal mate#ial$" chemical #a) mate#ial$ ?not including dange#ou$ good$@" elect#onic #oduct$" elect#ical machine#!" #u++e# #u++e# #oduct$ $ale machine#! technolog! t echnolog! con$ultation" info#mation $e#&ice$ and $o on +u$ine$$ #eal e$tate" e,uiment #oe#t! #ent'The leading #oduct$ fo#%lift t#uc% and &a#iou$ t!e$ of )a#ehou$e e,uiment )ith 8HELI8 +#and a#e )idel! u$ed in indu$t#ial and mining ente##i$e$"o#t$ and ha#+o#$" ai#o#t$" con$t#uction $ite$" $hoing mall$" )a#ehou$e$" and fo# $ho#t di$tance t#an$o#tation'Since e$ta+li$hed in 1336" Anhui HeLi Co'"Ltd' ha$ $et u the t he management idea of 8t#an$fo#m t#aditional indu$t#! +! the high and ne) technolog!8" technolog!8" de&oting to the #e$ea#ch and and de&eloment in fo#%lift t#uc%$ t#uc%$ and nece$$a#! comonent$' Al$o it ha$ +een #e$enting man! ne) #oduct$ to u+lic $uch a$ the fo#%lift t#uc% of B $e#ie$" $e#ie$" H=222 $e#ie$ and G Se#ie$ $te +! $te" a#ticula#l! the H=222 $e#ie$ fo#%lift t#uc% #omoted in =222 ha$ the cometiti&e ad&antage$ again$t )ith the $imila# #oduct$ in the )o#ld and no) i$ the leading #oduct of ou# coman! )ith high e#fo#mance" $afe #elia+le" lo) noi$e and etc' in =224 the coman! ha$ #omoted
A+out Heli / HELI Fo#%lift$ i$ the la#ge$t manufactu#e# of mate#ial handling e,uiment in A$ia" and i$ #an%ed 0 th in the )o#ld' HELI #oduce$ o&e# 122"222 fo#%lift$ annuall!' HELI Fo#%lift G#ou +egan in 1340 and i$ cu##entl! o$itioned a$ one of the mo$t &e#ticall! &e#ticall! integ#ated manufactu#e#$ manufactu#e#$ in the glo+al mate#ial handling ma#%et' Anhui HeLi Co'"Ltd' )a$ founded in 1340 )ith the fo#e name Hefei Mine Machine#! Plant5 the co#e ente##i$e of Anhui Fo#%lift T#uc% G#ou' In Setem+e# 1336" Anhui Fo#%lift T#uc% G#ou e$ta+li$hed the coman! e*clu$i&el! in mode of finacing' In Setem+e# 1337"the coman! i$$ued 62 million $toc%$ to the u+lic" in the $ame !ea# it )a$ )a$ li$ted in Shanghai Stoc% E*change E*change on Octo+e# 3th )ith a $toc% $toc% $ho#t name of 8Anhui Heli8 and a $toc% code of 9722:71;' Till : +illion RM."and the net a$$et$ of 1'24 +illion +il lion RM.'Anhui HeLi Co'"Ltd' mainl! engage$ in the #oduction and $ale$ of fo#%lift t#uc%$")heel loade#$"enginee#ing machine#!"mining machine#!" machine#!" found#! a#t$"heat t#eatment manufactu#e' Metal mate#ial$" chemical #a) mate#ial$ ?not including dange#ou$ good$@" elect#onic #oduct$" elect#ical machine#!" #u++e# #u++e# #oduct$ $ale machine#! technolog! t echnolog! con$ultation" info#mation $e#&ice$ and $o on +u$ine$$ #eal e$tate" e,uiment #oe#t! #ent'The leading #oduct$ fo#%lift t#uc% and &a#iou$ t!e$ of )a#ehou$e e,uiment )ith 8HELI8 +#and a#e )idel! u$ed in indu$t#ial and mining ente##i$e$"o#t$ and ha#+o#$" ai#o#t$" con$t#uction $ite$" $hoing mall$" )a#ehou$e$" and fo# $ho#t di$tance t#an$o#tation'Since e$ta+li$hed in 1336" Anhui HeLi Co'"Ltd' ha$ $et u the t he management idea of 8t#an$fo#m t#aditional indu$t#! +! the high and ne) technolog!8" technolog!8" de&oting to the #e$ea#ch and and de&eloment in fo#%lift t#uc%$ t#uc%$ and nece$$a#! comonent$' Al$o it ha$ +een #e$enting man! ne) #oduct$ to u+lic $uch a$ the fo#%lift t#uc% of B $e#ie$" $e#ie$" H=222 $e#ie$ and G Se#ie$ $te +! $te" a#ticula#l! the H=222 $e#ie$ fo#%lift t#uc% #omoted in =222 ha$ the cometiti&e ad&antage$ again$t )ith the $imila# #oduct$ in the )o#ld and no) i$ the leading #oduct of ou# coman! )ith high e#fo#mance" $afe #elia+le" lo) noi$e and etc' in =224 the coman! ha$ #omoted
a ne) gene#ation of en&i#onmental #otection G $e#ie$ fo#%lift t#uc%" fu#the# $t#engthene$ the coman!;$ cometiti&e ad&antage in futu#e' Anhui HeLi Co'"Ltd' al$o ha$ de&eloed the g#een en&i#onmental #otection $to#age +atte#! fo#%lift" the et#oleum li,uid ga$ fo#%lift and othe# ne) #oduct$' At #e$ent" it$ fo#%lift t#uc% and comonent$ #oduct$ a#e the mo$t full5$ecification"the la#ge$t $cale"and thei# com#ehen$i&e e#fo#mance i$ in the leading leading o$ition at national $ame #ofe$$ion #ofe$$ion le&el" a#tial #oduct$ e&en e&en #each the inte#national ad&anced le&el' Othe#)i$e the coman! ha$ the mo$t comlete indu$t#! $!$tem )ith the +igge$t &ani$hing mold ca$ting #oduction +a$e" the +igge$t c!linde# #oduction +a$e" and the +igge$t $tee#ing a*le #oduction +a$e in dome$tic fo#%lift fo#%lift t#uc% indu$t#!" al$o ha$ the dome$tic leading fo#%lift fo#%lift t#uc% RD<"manufactu#ing" te$ting and in$ecting a+ilit!" and each main economic inde* #an%ed No'1 in dome$tic $ame #ofe$$ion continuou$l! fo# 10 !ea#$'Located in Hefei" the cent#al #o&ince of Anhui" Anhui HeLi Co'"Ltd' +elong$ to the e,uiment manufactu#ing indu$t#!"and it$ de&eloment confo#m$ )ith the olitical $i#it of Ri$e of Cent#al China Plan" la!$ l a!$ g#eat $t#ength on the e,uiment manufactu#ing indu$t#!"the coman! i$ al$o li$ted in the Go&enmental 80718 acti&it! lan and Main Pilla# Indu$t#ie$ )hich i$ the fi*ed5 oint #oduction ente##i$e of Milita#! E,uiment fo# Gene#al Gene#al Logi$tic$ 221 en&i#onmental management $!$tem" and )a$ #e)a#ded a$ 8high5tech ente##i$e$8 in National High5Tech High5Tech one +! Scientific Office in Anhui #o&ince'8HELI8 +#and +#and ha$ +een $ucce$$i&el! $ucce$$i&el! #e)a#ded a$ 8No'1 .#and .#and of Chine$e Fo#%lift Fo#%lift Ma#%et8"8The Mo$t Influential .#and of Chine$e Fo#%lift Ma#%et8 and )a$ #e)a#ded a$ 8The Ke! E*o#t .#and )ith Fo$te#ed and P#omoted +! the Mini$t#! of Comme#ce of the P'R'C8and P'R'C8and 8Famou$ T#adema#% T#adema#% of China8' It )a$ named a$ 8($e# Sati$facto#! P#oduct Nation)ide8 +! ($e# Committee of China A$$ociation fo# ualit! In$ection Cente# and ha$ +een #e)a#ded the name$ a$ 8Sati$facto#! Se#&ice f#om Nation)ide ($e#$8 and 8Sati$facto#! Ente##i$e f#om Nation)ide ($e#$8' A+out >S E,uiment$ /
Sta#ted +! team of a$$ionate eole ha&ing an un,uenching thi#$t fo# ma%ing a dife#ence in the MHE indu$t#! Heli D >S )ill ente# in to a $t#ategic colla+o#ation to e$ta+li$h the Heli +#and in the tamilnadu ma#%et ''the +u$ine$$ )ill encoma$$ $elling fo#%lift$ D )a#ehou$ing )a#ehou$ing e,uiment$ in the TN ma#%et ''the goal i$ to e$ta+li$h $t#ong #oot$ in the t he TN ma#%et then e*and to othe# $tate$ in i n India' The Goal of the ma#%eting lan i$ to de&elo a #oad ma fo# $t#ategic $ucce$$ .#and o$itioning / Com#ehen$i&e e#fo#mance at Economical #ice The 3th la#ge$t manufactu#e# of fo#%lift$ in the )o#ld )ant to +e highe$t acceted +#and in India
Ma#%eting Goal$ and O+ecti&e$ Mi$$ion / To #o&ide $afe" #elia+le D economical $olution$ fo# mate#ial mo&ement to cu$tome#$ )ho )ant e#fo#mance D &alue fo# mone!' Sales & Marketing Objectives : To create create brand awareness among one lakh forklift buyers/endusers by Aril !"#$ through different media like rint/%eb/adio
To meet '"" customers by end of (! To rovide rovide roduct demonstrations to oinion leaders
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To ac)uire * +ew customers in !"#$ with sales of #",#! -orklifts Coma#e !ou# #o$ect$ fo# futu#e $ale$ )ith eithe# a$t e#fo#mance" o# a gene#al indu$t#! e#fo#mance #eo#t' .! anal!-ing the indu$t#! a&e#age a$ )ell a$ !ou# o)n e#fo#mance !ou )ill demon$t#ate to the #eade# that !ou can loo% 8+e!ond !ou# +o#de#$8 to the cometition to gi&e !ou#$elf an idea of ho) )ell !ou a#e e#fo#ming" o# )hat gene#al difficultie$ the )hole indu$t#! ma! +e facing' Identif! indu$t#! )ide #o+lem$ and c#eate $t#ategie$ to challenge them' Thi$ )ill al$o demon$t#ate that !ou ha&e the nece$$a#! fo#e$ight to allo) !ou to #ecogni-e #o+lem$ in the futu#e' Set 8+enchma#%$8 fo# !ou# $ale$ o+ecti&e$ +! u$ing ,ua#te#l! #eo#t$ a$ a )a! of e&aluating the $ucce$$ of !ou# o&e#all ma#%eting a#oach' Indicate ho) much 8ma#%et $ha#e8 !ou intend to collect o&e# the ne*t 4 !ea#$" to $ho) that !ou e*ect to ad&ance !ou# o$ition again$t !ou# cometito#$ u$ing !ou# 8indi&idual8 a#oach' .rofit Objectives Objectives Include !ou# #ediction$ fo# afte# ta* #ofit fo# each of the ne*t fi&e !ea#$' Relate thi$ #ofit a$$umtion +a$ed on the content$ of !ou# oe#ating +udget$ co$t$ figu#e$ found found in !ou# .u$ine$$ Plan' Indicate ho) !ou )ill #ein&e$t !ou# #ofit ma#gin in $ecific a#ea$ of the Ma#%eting Plan$ futu#e acti&itie$" a$ )ell a$ counte#ing oe#ating and $ta#t u co$t$ !ou al#ead! ha&e'
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Focu$ on the )ea%ne$$e$ of !ou# cometito#$ +! offe#ing +ette# ,ualit! at a cometiti&e #ice' Remem+e# )hat !ou# o)n attitude$ a#e to)a#d$ #oduct$ !ou con$ume on a da! to da! +a$i$' Remem+e# ho) !ou #eact to high #ice$ fo# oo# o# ma#ginal ,ualit! o# $e#&ice' Ju$tif!ing !ou# #ice$ fo# !ou# #oduct o# $e#&ice )hile thin%ing li%e a cu$tome# )ill gi&e !ou an ad&antage' Su#&e! a $amling of !ou# otential cu$tome# g#ou and a$% them di#ectl! ho) the! feel a+out cometito#$ #oduct$" $e#&ice$" indu$t#! #ice$ and an! a#ea$ fo# im#o&ement' .roduct Objectives Much li%e )hat !ou )ould +e doing fo# !ou# #ice$" focu$ on the )ant$" need$ and e#cetion$ of !ou# con$ume#$ and the gene#al u+lic' Identif! an! #o+lem$ fo# ! ou# indu$t#!#oduct' Sho) ho) !ou )ill att#act mo#e cu$tome#$ )hile %eeing the one$ !ou ha&e'
Ma#%et Anal!$i$
The glo+al fo#%lift t#uc% ma#%et i$ e*ected to #each 41 +illion +! =2==" g#o)ing at a CAGR of 7'7 f#om =21> to =2==' Fo#%lift t#uc%$" al$o #efe##ed to a$ lift t#uc%$" a#e &ehicle$ utili-ed to t#an$fe# good$ o&e# a $ho#t di$tance' Fo#%lift$ a#e la#gel! u$ed in manufactu#ing indu$t#ie$ and )a#ehou$ing oe#ation$' The need fo# a machine o# e,uiment that can maneu&e# hea&! good$ )ith ea$e to &a#iou$ location$ i$ a #ime #ea$on that d#i&e$ thi$ ma#%et' Othe# facto#$ $uch a$ inc#ea$e in #oducti&it!" #educed inu#ie$ D accident$ along )ith oe#ato# comfo#t a#e mao# facto#$ the $ulement the ma#%et g#o)th' Thi$ #eo#t #o&ide$ a detailed anal!$i$ a+out the glo+al fo#%lift t#uc% ma#%et" cu##ent and #oected t#end$" along )ith the ma#%et otential'
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In =214" Eu#oean and Ame#ican fo#%lift ma#%et$ continue to maintain $tead! g#o)th' Chine$e fo#%lift ma#%et ha$ #e5ente#ed the adu$tment ha$e $ince =21= a$ t he economic $lo)do)n ull$ do)n the demand of
t#aditional indu$t#ie$ fo# fo#%lift$ the#efo#e" the annual $ale$ &olume in the count#! )ill #etu#n to the le&el in =216" +ut it )ill maintain it$ o$ition a$ the )o#ld$ la#ge$t ma#%et'
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ith the de&eloment of Chine$e fo#%lift ma#%et" the fo#%lift #oduct mi* al$o change$' All along" inte#nal com+u$tion fo#%lift$ occu! #oughl! 02 ma#%et $ha#e in China' Ho)e&e#" in #ecent !ea#$" elect#ic fo#%lift$ ha&e +een g#o)ing #adicall! than%$ to the demand fo# ene#g! $a&ing and en&i#onmental #otection' In =21>" elect#ic fo#%lift$ accounted fo# 62'7 of China$ fo#%lift $ale$ &olu me" 6'4 e#centage oint$ highe# than the #e&iou$ !ea#" ma#%ing the fa$te$t g#o)th in #ecent !ea#$' 4' In fo#eign +#and$" Kion G#ou eno!$ the highe$t $ha#e" )ith 7'6 in =21>' In addition" To!ota" Mit$u+i$hi Nichi!u Fo#%lift and (niCa##ie#$ al$o act a$ mao# la!e#$'
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In #ecent !ea#$" China$ manufactu#ing indu$t#! ha$ $teed into the t#an$ition ha$e' On the one hand" fo#%lift comanie$ $eed u the ug#ading of thei# #oduct $t#uctu#e and g#aduall! t#an$fe# to the medium5 end economical fo#%lift ma#%et on the othe# hand" the! enhance cometiti&ene$$ th#ough me#ge#$ and ac,ui$ition$ and othe# mean$' Fo# in$tance" (niCa##ie#$ o+tained :2 $ta%e in Anhui Hecha TICO ac,ui#ed Tailift$ fo#%lift +u$ine$$' In the ne*t fi&e to ten !ea#$" me#ge#$ and ac,ui$ition$ in the fo#%lift indu$t#! o# ac#o$$ indu$t#ie$ )ill continue to occu#'
India
Total To!ota ama* JAC .aoli ama* =
IC fo#%lift Jan5No& =217 1=1: 411 1:2 140 117 >6 =4 =4 =2
Jan5No& =214 ::0 66= 64 124 1== 2 =1 14 =
47'>6 46'3= 604':1 42'>0 5>'3= 13'24 77'7: 322'22
T#ading coman! Linde
1> 16 11 111
2 1 6 1>=
1=22'22 =77'7: 5=1'06
04532 of the fo#%lift ma#%et i$ light fo#%lift$ in the #ange of 1'4T to 6'4T" $a!$" Sunil K Guta" CEO D Managing 50 tonne caacit!@ and hea&! dut! ?12 tonne and a+o&e caacit!@' " the $i-e of the fo#%lift indu$t#! i$ 0"22253"222 e# annum' A#ound 72 e# cent of i$ the counte#+alance #oduct$ and the +alance >2 e# cent i$ )a#ehou$ing' Rainde# Raina" Gene#al Manage# 5 Ma#%eting" E$co#t$" $a!$" QThe Indian fo#%lift ma#%et toda! $tand$ at a+out :"222 unit$ e# annum ?$it do)n t!e@' Coma#ed )ith glo+al $tanda#d$" thi$ i$ a &e#! lo) num+e#' The 6 tonne lu$ catego#! com#i$e$ &e#! lo) &olume$'Q G#o)th d#i&e#$ duction follo)ed +! $t#engthening of logi$tic$ inf#a$t#uctu#e' He $tate$" GST imlementation )ill +e a mao# +oo$t to the indu$t#! a$ afte# it$ imlementation" )a#ehou$ing $cena#io in India )ill $hift f#om Ta* efficient to Oe#ational efficient #e$ulting into technolog! and demand in5 c#ea$e fo# mate#ial handling e,uiment' Go&e#nment$ focu$ on manufactu#ing i$ u$hing g#o)th' Fo# Chetan Gole" ice P#e$ident" Action Con$t#uction E,uiment the hi#5 ing $egment i$ the mao# demand ulle#' Almo$t all Indu$t#ial $egment$ li%e auto5 mo+ile" chemical" fe#tili-e#" ha#ma" gla$$" $teel" fe##o5allo!$" #u++e# etc'" a#e e*ten5 $i&el! u$ing fo#%lift$ fo# thei# mate#ial han5 dling need$' Ho)e&e# in cu##ent $cena#io )he#e mo$t of the indu$t#ie$ a#e off5loa5 ding thei# mate#ial handling need$ to hi#5 ing cont#acto# to a&oid hea&! in&e$tment and maintenance ha$$le$ hence in the cu##ent
$cena#io the hi#ing $egment i$ a mao# d#i&e# of demand in the indu$t#!' ith e&e# inc#ea$ing inte#national +u$i5 ne$$ i'e' imo#t D e*o#t" Indian o#t inf#a$t#uctu#e i$ oi$ed fo# $tead! g#o)th Fo# Chetan Gole" ice P#e$ident" Action Con$t#uction E,uiment the hi#5 ing $egment i$ the mao# demand ulle#' Almo$t all Indu$t#ial $egment$ li%e auto5 mo+ile" chemical" fe#tili-e#" ha#ma" gla$$" $teel" fe##o5allo!$" #u++e# etc'" a#e e*ten5 $i&el! u$ing fo#%lift$ fo# thei# mate#ial han5 dling need$' Ho)e&e# in cu##ent $cena#io )he#e mo$t of the indu$t#ie$ a#e off5loa5 ding thei# mate#ial handling need$ to hi#5 ing cont#acto# to a&oid hea&! in&e$tment and maintenance ha$$le$ hence in the cu##ent $cena#io the hi#ing $egment i$ a mao# d#i&e# of demand in the indu$t#!' ith e&e# inc#ea$ing inte#national +u$i5 ne$$ i'e' imo#t D e*o#t" Indian o#t inf#a$t#uctu#e i$ oi$ed fo# $tead! g#o)th and thi$ )ill +e a mao# d#i&e# fo# hea&! dut! fo#%lift$ and a$$ociated e,uiment li%e containe# handle#$ in India' Steel in5 du$t#ie$ )ill al$o cont#i+ute to the g#o)th #o$ect$ fo# hea&! dut! fo#%lift in India' Saga# $a!$" Since the la+o# co$t ha$ $till not gone that u in India a$ coma#ed to the de&eloed economie$" the fo#%lift$ a#e gene#all! emlo!ed fo# medium and hea&! dut! alication$' The count#! i$ #i5 ma#il! u$ing die$el fo#%lift t#uc%$ fo# all t!e of oe#ation$' Hence die$el fo#%lift$ occu! a la#ge# $ha#e of the Indian ma#5 %et in coma#i$on to the elect#ic one$' ith ne) en&i#onmental no#m$ coming n" the ma#%et i$ g#aduall! $hifting to5 )a#d$ elect#ic fo#%lift$ no)' Logi$tic$ to Fuel the
efficienc! ha$ +e5 come a mao# facto# in dete#mining +u$i5 ne$$ g#o)th and #ofita+ilit!' Acco#ding to Sunil Guta huge $ending on o#t$ inf#a$t#uctu#e and a $u#ge in e5com5 me#ce a#e among facto#$ that a#e leading to an i nc#ea$e in containe#i-ation and alleti$ation' Thi$ i$ a o$iti&e t#end fo# the MHE indu$t#!' Sa!$ Manoit Acha#!a" Managing
P#aguna" #ental )ill con$titute of 625>2 of the MHE ma#%et in the ne*t fi&e !ea#$' Hite$h Guta $a!$" Rental fo#%lift ma#%et i$ g#o)ing at a $ectacula# #ate' Ea#lie# the #ental ma#%et )a$ mo$tl! dominated +! $mall la!e#$ )ho u$ed thei# fleet$ to meet ea% load$ in &a#iou$ caacitie$' .ut the $cena#io i$ changing ,uic%l!" mao#it! of the OEM$ ha&e no) ente#ed in thi$ ma#5 %et and a#e no) #o&iding #ental $e#&ice$ along )ith a +unch of &alue added $e#5 &ice$ including oe#ato#$" maintenance and fleet management' Sunil Guta of KION i$ on the $ame age' Acco#ding to him #ental MHE ma#5 %et i$ e*ected to g#o) fa$te# in coming !ea#$' Hi#ing of e,uiment i$ +eneficial to cu$tome#$ )ho a#e dealing )ith $ho#t te#m #oect$ )ith changing #e,ui#ement$' Comanie$ )ill ot fo# fleet management $e#&ice$ fo# a com#ehen$i&e $olution to thei# +u$ine$$ need$ a&oiding in5hou$e maintenance ha$$le$' Lea$ing i$ +enefi5 cial fo# cu$tome#$ in te#m$ of ca$h flo) and fa$te# ta* +enefit' Al$o" cu$tome#$ a#e le$$ #one to ma#%et &olatilit! )ith lea$ing a$ coma#ed to +u!ing' .ut" $till lot of $tan5 da#di-ation i$ #e,ui#ed in the #ental $eg5
P#oduct D Technolog! T#end$ Indian fo#%lift$ ma#%et ha$ $een a $ea5change in #oduct and technolog! t#end$ in the la$t coule of !ea#$' Mo$t of the inte#national la!e#$ ha&e $ta#ted $et5 ting u thei# +a$e in India )hich ha$ #e5 $ulted into a&aila+ilit! of ne) #oduct de5 $ign and late$t technologie$' Toda! #od5 uct$ a#e offe#ed )ith focu$ on oe#ato# comfo#t" $afet! and ultimate #oducti&it! in mind' P#oduct$ a#e de$igned t o +e mo#e #elia+le" efficient and $e#&ice f#iendl!' Sa!$ Gole" Indian cu$tome#$ ha&e #eali-ed the imo#tance of c!cle efficienc!" $afet! and )a$tage #eduction" #e$ulting into mo#e of alleti$ation and mechani-ed handling' Thi$ )ill ce#tainl! +oo$t the demand $ce5 In light of the accele#ated g#o)th t#igge#ed +! Ma%e in India initiati&e$ and con$e,uent #e,ui#ement of ug#ading logi$tic$ in the count#!" India ha$ the ma*imum otential fo# +oth die$el and elect#ic fo#%lift$' In fact thi$ i$ the la#ge$t g#o)th d#i&e# fo# thi$ +u$ine$$' Q Acco#ding to Raina" )hile the fa$te$t g#o)ing #ange )ill continue to +e 6 tonne" demand fo# highe# caacit! fo#%lift$ )ill %ee inc#ea$ing' He feel$ that" th#u$t on manufactu#ing $ecto# th#ough Ma%e in India" )a#ehou$ing
and logi$tic$ and inc#ea$ed mechani$ation in mine$" +#ic% %iln$" and cu$tomi$ed ?non5alleti$ed@ mate#ial handling )ill d#i&e the g#o)th in the nea# futu#e' Indian cu$tome#$ ha&e #eali$ed the imo#tance of c!cle efficienc!" $afet! and )a$tage #eduction" #e$ulting into mo#e of alleti$ation and mechani$ed handling' Thi$ )ill ce#tainl! +oo$t the demand $cena#io of fo#%lift$ in India' Inf#a$t#uctu#e in India i$ im#o&ing" )hich )ill di#ectl! hel in ou# logi$tic$ im#o&ement' Fo#%lift$ and )a#ehou$e t#uc%$ )ill cont#i+ute to thi$ im#o&ed logi$tic$ $!$tem' Technolog! t#end$ T#an$o#tation of good$ on allet$ entail$ u$e of fo#%lift$ at &a#iou$ $tage$ of #e handling including )a#ehou$e$" !a#d$ and $to#e$' A$ the $i-e of the )a#ehou$e$ g#o)$" the th#oughut al$o need$ to inc#ea$e 5 fo#%lift i$ the $olution' Cu##entl! the#e a#e th#ee o)e# otion$ offe#ed in Indian fo#%lift ma#%et/ die$el" dual fuel ?et#ol and LPG@ and elect#ic' H!d#ogen cell$" )hich ha&e al#ead! gained #ominence in matu#ed ma#%et$" ha&e not come t o India a$ !et' Indian fo#%lift$ ma#%et ha$ $een a $ea change in #oduct and technolog! t#end$ in the la$t coule of !ea#$' Mo$t of the inte#national la!e#$ ha&e $ta#ted $etting u thei# +a$e in India )hich ha$ #e$ulted into a&aila+ilit! of ne) #oduct de$ign and late$t technologie$'
e&entuall! the die$el fo#%lift$ )ill #emain in the outdoo# alication$ onl!"Q $a!$ Acha#!a' Mandah# $a!$ that in the MHE $ace" eole a#e going fo# light gene#ation t#uc%$' The$e t#uc%$ a#e high5$afet! #oduct$ )ith highe# #elia+ilit! and g#eate# fuel efficienc!' Ho)e&e#" Raina doe$nt $ee an! mao# g#o)th in high technolog! #oduct $egment a$ he $a!$" QOn the technolog! f#ont" India )ill continue to +e a mid and lo) $egment ma#%et o)ing to #ice $en$iti&it!' A &e#! $mall $egment $hall continue to e*i$t fo# high endcontemo#a#! technolog! fo#%lift t#uc%$' Statuto#! comliance on emi$$ion no#m$" $afet! and noi$e i$ $till not mandato#! +ut the u$e# indu$t#! i$ acting #e$on$i+l! on thi$ f#ont'
The Ma$te#+uilde# t#ied to find out the $coe fo# on5+oa#d technolog! in India' Acco#ding to Hite$h Guta The#e i$ al5 )a!$ a $coe fo# on5+oa#d technologie$" +e it in India o# el$e)he#e' He a&e#$" The in&e$tment a$$ociated )ith eme#ging technologie$ i$ al)a!$ going to +e highe# and unle$$ )e in India $ta#t thin%ing long5 te#m" )e )ill find adotion of the$e tech5 nologie$ to +e $lo)e# than )hat$ needed' Additionall!" $%illed and t#ained )o#%5 fo#ce to #un the$e technologie$ i$ al$o a damening facto#' Acha#!a i$ al$o on the $ame age' Acco#ding to him mate#ial handling e,uiment oe#ato# $hould +e )ell educated and t#ained fo# the efficient )a! of u$ing the e,uiment )hich )ill indi5 #ectl! hel fo# inco#o#ating on5+oa#d diagno$tic$ and #emote cont#ol #eai#ing in India' Challenge$ in T#aining Hi$to#icall!" &ocational $%ill$ )ith #e$5 ect to logi$tic$ $ecto# ha&e la#gel! +een igno#ed leading to a $e#iou$ ga +et)een the demand and $ul! of $%illed lift t#uc% oe#ato#$ in the count#!' The #o+lem loo%$ all the mo#e daunting )ith the in5 c#ea$ed adatation of MHE$ in the Indian logi$tic$ en&i#onment' ($uall!" it i$ the $ame c#o of oe#ato#$ that get$ #otated +et)een diffe#ent facilitie$' Hite$h Guta $tate$" A T#aining $hould not +e con$id5 e#ed a$ a co$t +ut an in&e$tment' Once thi$ i$ acceted" eole )ill $ta#t #eali-ing the +enefit$ that a t#ained oe#ato# can +#ing to the ta+le" not onl! f#om the e#5 $ecti&e of $afe and efficient oe#ation$ +ut al$o f#om e,uiment maintenance and utime$ oint of &ie)' Hite$h al$o $hed$ light on the imact of fa$t changing #oduct and technolog! t#end$ in the fo#%lift ma#%et on the logi$5 tic$ $ecto#' Acco#ding him logi$tic$ $ecto# ha$ hi$to#icall! +een unde#in&e$ted and ha$nt t#ul! e*e#ienced the technolog! g#o)th that othe# indu$t#ie$ ha&e $een' Ho)e&e#" Hite$h oint$ out" Thi$ t#end i$ changing fa$t' Mo$t of it i$ d#i&en +! the #eali-ation that $ometime$ $ucce$$ and failu#e a#e u$t $ea#ated +! an efficient $ul! chain' The#efo#e" thi$ indu$t#! i$ e*e#iencing a $u#ge in technolog! that i$ unfo#e$een and the imact i$ the#e to +e $een in the MHE$ a$ )ell' MHE$ no) a#e getting intelligent and mo#e ad&anced than e&e# caa+le of doing much mo#e than u$t mo&ing the o+ect$' IOT and the &a#iou$ technologie$ a$$ociated )ith it )ill ma%e lift t#uc%$ mo#e than )hat the! a#e' The$e t#end$ )a##ant ne) oe#ato#$ to +e #oe#l! $%illed and al$o ma%e a ca$e fo# the ug#adation of $%ill$ of the e*i$ting oe#ato#$' Imo#t Imact
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Acco#ding to Guta of KION imo#t of fo#%lift$ +#ing$ cometition fo# the local manufactu#e#$ on technolog! a$ )ell a$ #ice $ide' Chine$e +#and$ a#e a+le to #o5 &ide cheae# #oduct$' Eu#oean and Ja5 ane$e manufactu#e#$ +#ing in good tech5 nolog! )hile al$o +enefiting on #ice th#ough high $ea $ale$' Still" local manu5 factu#e#$ ha&e +een a+le to $ta! $t#ong in the ma#%et +! #o&iding &alue fo# mone! #oduct$ and +ac%ing them u )ith effi5 cient $e#&ice net)o#%' Futu#e Pe#fect ith a t#emendou$ g#o)th al#ead! &i$5 i+le the indu$t#! in 1 =217 o&e# 1 =214 the indu$t#! i$ confident of a huge g#o)th in the coming !ea#$' Acco#ding to Sunil Guta E and HE $egment$ a#e g#o)ing at a t#emendou$ ace )ith mo#e than =4 g#o)th' E*amine )hethe# o# not !ou# indu$t#! i$ g#o)ing" matu#ing o# declining' If it i$ declining" identif! the #o+lem$ that e*i$t and +e a+le to change the one$ !ou can' Sho) ho) !ou can adat to change$ that !ou cant cont#ol' If !ou# indu$t#! i$ matu#ing" $ho) ho) a$ a ne) coman!" !ou ma! +e a+le to +ette# adat to e*te#nal fo#ce$ +ette# than the mo#e matu#e cometition' In a ne)l! eme#ging and g#o)ing ma#%et ?the +e$t $cena#io@" diffe#entiate !ou#$elf f#om ne) cometito#$' Sho) ho) !ou e*ect to +ecome a mao# ma#%et $ha#e holde#" u$ing a ne) a#oach to the ma#%etlace and utili-ing the late$t technolog!' Identif! the olde# method$ of gene#ating !ou# #oduct$e#&ice +eing challenged +! !ou# +u$ine$$ a#oach' Ac%no)ledge the #o+lem$ and challenge$ of the ma#%etlace !ou a#e ente#ing' ($e !ou# anal!$i$ to con$t#uct a $t#ateg! that )ill ut !ou ahead of !ou# cometition' Loo% to )a!$ of #olonging the 8life8 of !ou# +u$ine$$ if !ou #ecogni-e that )hat !ou# getting into i$ th#eatened +! ne)l! eme#ging technologie$ and +u$ine$$ a#oache$' To ad&ance !ou# +u$ine$$ in the ne) econom! mean$ finding !ou# 8niche8" o#" c#eating one of !ou# o)n' In !ou# ma#%et anal!$i$ focu$ i$ on %e! a#ea$ li%e indu$t#! )ide $ale$ e#fo#mance' Ac%no)ledge )h! $ale$ ?a$ a )hole@ ma! +e declining' Loo% to national and #o&incial a&e#age$" citing #ea$on$ fo# oo#
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e#fo#mance' Rea$on$ can +e +oth e*te#nal to a a#ticula# +u$ine$$e$ oe#ation$" o# inte#nal to the )a! the +u$ine$$ oe#ate$' Peole called 8indu$t#! anal!$t$8 ha&e de&eloed a )a! of dete#mining the cau$e$ of +u$ine$$ failu#e$" focu$ing on the di#ection ne)l! eme#ging +u$ine$$ can ta%e to #eali-e $ucce$$' Refe#ence the$e #ofe$$ional$' ou# focu$ $hould al$o tu#n to the local $cene" $ince local ma#%et$ ma! o# ma! not follo) the g#eate# indu$t#! t#end fo# &a#iou$ #ea$on$' Coma#e the local $ituation to the national and #o&incial a&e#age$ the t#end$ in $ale$" and the e$timated total ma#%et that can +e #eached +! local comanie$' Recogni-e the o$ition !ou# local cometito#$ ha&e ta%en in the local ma#%et the clientele the! $e#&e" the #oduct the! #oduce" the #ice the! e*ect to cha#ge fo# thei# #oduct$ and $e#&ice$' Finall!" #elate !ou# o)n +u$ine$$e$ o$ition to the o$ition of othe#$" #eflecting on the matu#it! and e*e#ience of !ou# +u$ine$$ cometito#$'
En&i#onmental Anal!$i$ 5 Glo+al .u$ine$$ En&i#onment Conduct an en&i#onmental anal!$i$ to loo% at and comment on the )o#ld in )hich !ou )ill +e oe#ating' (nemlo!ment #ate$ fo# the a$t = to 4 !ea#$ and the imact it ha$ had on $ale$ and the o&e#all cu$tome# +a$e i$ an effecti&e )a! of demon$t#ating the effect of 8e*te#nal8 #e$$u#e$ onto !ou# +u$ine$$' Th#eat$ due to en&i#onmental condition$ ?li%e unemlo!ment" la!off$" #ece$$ion" high inte#e$t #ate$@ #educe con$ume# acti&it!" and $hould +e e*lo#ed in !ou# ma#%eting lan' .olitical and egal Identif! the #egulation$" e#mit$" in$u#ance" lia+ilit!" municial -oning and ta*ation #e,ui#ement$ that !ou mu$t follo) in o#de# to oe#ate !ou# +u$ine$$' The +u$ine$$ climate of !ou# to)n" &illage and $u##ounding a#ea i$ an imo#tant influence on !ou# da!5to5 da! oe#ation$' Reflect on toic$ $uch a$ ta*ation" -oning and othe# facto#$' •
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0emograhics
En&i#onmental Anal!$i$ 5 Local .u$ine$$ En&i#onment Conduct an en&i#onmental anal!$i$ that loo%$ at and comment$ on !ou# local a#ea and !ou# net)o#% of +u$ine$$ contact$" cometito#$ and cu$tome#$'
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Suliers Identif! !ou# $ou#ce$ fo# di#ect u#cha$ing +! de$c#i+ing thei# location$" the f#e,uenc! of !ou# o#de#$ and the t!e and amount of $ulie$ !ou )ill +e o#de#ing' Social/1ultural E*lain an! a#ticula# client $uo#t o# othe# $eciali-ed con$ume# g#ou$ that can +e identified aa#t f#om the gene#al u+lic'
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Cu$tome# Anal!$i$
KE MARKET SEGMENTS . PRO<(CT TPE •
a#ehou$e
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Counte#+alance
. ENGINE POER •
IC Engine Po)e#
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Elect#ic Po)e#
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Retail D hole$ale
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Logi$tic$
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Automoti&e
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Food Indu$t#!
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Othe#$
. CLASS
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Cla$$ III
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Cla$$ I
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. GEOGRAPH •
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No#th Ame#ica o
('S'
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Canada
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Me*ico
Eu#oe o
(K
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F#ance
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Ge#man!
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Ru$$ia
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Ital!
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Re$t of Eu#oe
A$ia5Pacific o
China
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India
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Au$t#alia
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Tai)an
o
Jaan
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South Ko#ea
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Re$t of A$ia5Pacific
LAMEA o
Latin Ame#ica
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Middle Ea$t
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Af#ica
Auto $ecto#
Si*th la#ge$t #oduce# in the )o#ld )ith an a&e#age annual #oduction of => million &ehicle$ in =217' India ha$ the fifth la#ge$t a$$enge# &ehicle and comme#cial &ehicle ma#%et P#e$ence of fou# la#ge auto manufactu#ing hu+$ ac#o$$ the count#!/
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Po#t$ D Shiing
110 #oect$ in&ol&ing in&e$tment of (S< :':6 +illion ha&e +een a#o&ed in la$t fou# !ea#$' India ha$ 1= mao# o#t$ and 7> mino# o#t$ handling E*o#t Imo#t ca#go' Indian o#t$ handled 1724 million met#ic tonne$ of ca#go in =2145=217 (S< ='73 +illion in&e$ted in la$t th#ee !ea#$ in Po#t$ D Shiing $ecto#'
Food #oce$$ing
India #an%ed 1=th in the o#ld in e*o#t$ of food and food #oduct$ in =214 Mao# indu$t#ie$ con$tituting the food #oce$$ing $ecto# a#e g#ain milling" $uga#" edi+le oil$" +e&e#age$" f#uit$ D &egeta+le$ #oce$$ing and dai#! #oduct$' The cont#i+ution of the food #oce$$ing $ecto# to the G#o$$ alue Addition ?GA@ in =21>514 amount$ to (S< == +illion at =21151= #ice$' In =21>514" GA in food #oce$$ing g#e) +! 4':0 The $ha#e of Food P#oce$$ing Secto# in GA of manufactu#ing $ecto# )a$ 0'7 in =21>514 In&e$tment in fi*ed Caital in #egi$te#ed food #oce$$ing $ecto# had g#o)n f#om (S< =>'4 +illion in =21=516 to (S< =4'04 +illion in =21651>" ma%ing a g#o)th #ate of 7 The num+e# of #egi$te#ed food #oce$$ing unit$ ha$ inc#ea$ed f#om 6:"1:4 in =21=516 to 6:">>4 in =21651>'
CHENNAI5.ENGAL(R( IN<(STRIAL CORRI
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h#ee Node$ namel! Tum%u# in Ka#nata%a" K#i$hnaatnam in Andh#a P#ade$h and Ponne#i in Tamil Nadu )e#e identified fo# de&eloment a$ indu$t#ial citie$'
Ke! Cu$tome# e*ectation$ 1 “Lower costs” Dvelop annual cost savings measures,” says Jason Milligan, vice president and general manager of the Mobile Equipment, ur goal is to find ways to help them become more productive using our equipment, our parts and our services, specifically by suggesting savings opportunities as we discover them within their operation! "hese suggestions include maintenance and operational improvements, facility changes, material flow and operator education as well!” “#e meet with some customers monthly or quarterly to review their fleet and advise on process improvement or replacement! #e can cut the angle down on non$forecasted e%penses!” &inancing fle%ibility is another 'ey desire, considering the economic insecurity many business people still feel! “(ustomers are loo'ing for more fle%ible options in acquiring equipment other than straight purchases or the traditional leasing options,” says James #ilco%, president of )aymond *andling +olutions www!raymondhandlingsolutions!com-, a )aymond +ales and "hat often means leaving maintenance to the distributor as well! “.long with the continued reliance on fair mar'et value leases to ensure repeat business due to lease terminations and new replacements, we wor' very closely with o ur customers on total fleet maintenance and utili/ation,”s! “#e can help reduce our customers0 overall cost of ownership by reducing maintenance cost, many times by use of guaranteed full maintenance 1&M-
and by increasing equipment productivity and improving utili/ation! +ometimes it comes down to reducing their fleets to meet actual demand as opposed to having truc's there because they thin' they need them!” +ervice is e%panding beyond lift truc' up'eep to designing the right wor' environment for that equipment! “2ut business changes also require maintaining a fle%ible and capable staff and distributors are adding human resource development to their responsibilities! “Dealerships that demonstrate the ability to address challenges s uch as energy consumption and safety and environmental concerns can mitigate customer price ob3ections by s olving broader issues,” "hese broadening services are a reflection of the fact that the purchasing decision is rising in many organi/ations, and therefore, so are customer e%pectations! 2ut that can also lead to unrealistic e%pectations as well, and distributors must be careful about ad3usting their offerings to those buying influences! “+*. is a little more active in a down economy,” he says! “ne company this month spent over 45,666!66 in parts to get bac' in compliance! "hat did not include the fines they were assessed! (ustomers who stop complying with the +*. s afety standards are e%posing employees to dangers and also litigation cost!” "hose ha/ards may increase as staffs get leaner and wor'loads get heavier! “ !
“7n (alifornia, the driving request is still 81reen "echnology,0 says JM Equipment0s .udie 2urgan! “9&or managers of 7( fleets,: the initial shoc' of acquisition of electric power has to be followed up with a detailed comparison of the long term benefits and cost savings! "here is still a huge fear among 7( users that have little or no e%perience with electric power!” "raining and education will not only diminish those fears, but distributors are ma'ing the point that the resulting i mprovement in productivity and safety will contribute to )7! 2ut it0s not enough to trust that such training has been effective, particularly where safety is concerned! ! “More than ;6 percent of the cost of operating a lift truc' over its life is in the operator and customers are loo'ing for ways to reallocate their employees or at least trac' wh at each piece of equipment and each operator is doing during the course of a shift!” +o, in a strange way, economic hard times have forced companies to improve their operations! “7nstead of sourcing the fastest for'lift to get their products from point . to point 2, they are loo'ing for the most efficient process! "he economic downturn forced many companies to reevaluate their order fulfillment processes to reduce cost! .s a result many of them found that reducing cost did not have to mean their productivity would suffer, in fact it can increase!”
St#ength$" ea%ne$$e$" Oo#tunitie$ and Th#eat$ Anal!$i$
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Strengths Li$t the $t#ength$ of !ou# +u$ine$$ a#oach $uch a$ co$t effecti&ene$$" $e#&ice ,ualit! and cu$tome# lo!alt!' Li$t othe# a$$et$ of !ou# oe#ation$ $uch a$ fle*i+ilit!" inno&ati&ene$$" #e$on$e to e*te#nal #e$$u#e$" c#eati&it! and coman! $ta+ilit!' Relate !ou# e*e#ience ?#ofe$$ionali$m" du#ation and di&e#$it!@ and the contact$ !ou ha&e made in all a#ea$ of !ou# +u$ine$$e$ oe#ation$ 5 f#om $ulie#$ to client$" go&e#nment official$ to +u$ine$$ #ofe$$ional$' %eaknesses
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Threats Li$t the e*te#nal th#eat$ to !ou# +u$ine$$ $ucce$$" $uch a e*i$ting and ne)l! eme#ging cometito#$" e#fo#mance of the o&e#all econom!" and !ou# deendenc! on othe# +u$ine$$e$ $uch a$ $ulie#$" #etaile#$ and di$t#i+uto#$ fo# ma#%et acce$$ and $uo#t'
Ma#%eting Focu$ AALA Solution AALA a#tne#ed )ith To!ota Fo#%lift$ to imlement an ente##i$e5le&el cu$tome# lifec!cle and lead nu#tu#ing #og#am f#om concet to e*ecution' (tili-ing the o)e# of Aim+a$e Ma#%eting Automation and AALA;$ lifec!cle ma#%eting $t#ategi$t$" a total of 10 cu$tome# nu#tu#e ath$ and o&e# >42 email communication$ )e#e c#eated' Each nu#tu#e ath )a$ $t#ategicall! de$igned )ith thei# o)n uni,ue $et of &a#ia+le$" $uch a$ cu$tome# t!e and #oduct inte#e$t" and #anged f#om 62 da!$ to 622 da!$ deending on the lead $ou#ce' To c#eate a e#$onali-ed e*e#ience fo# #o$ect$" all email$ )e#e cu$tomi-ed )ith d!namic content t ailo#ed to thei# $ecific #oduct inte#e$t$' Thi$ $t#ateg! allo)ed To!ota Fo#%lift$ to c#eate #ele&ant content that )a$ focu$ed on d#i&ing #o$ect$ fu#the# do)n the $ale$5funnel'
To att#act the #ight .=. cu$tome#$" To!ota Fo#%lift$ engaged AALA;$ digital $t#ateg! team to manage all national
data+a$e management and digital media effo#t$' The engagement +egan )ith a digital audit +a$ed on o&e# =22 ,ualitati&e and ,uantitati&e facto#$" )hich identified To!ota Fo#%lift$; digital ma#%eting $t#ength$ and )ea%ne$$e$ #elati&e to the cometition' A#med )ith the$e %e! in$ight$" the AALA digital $t#ateg! team )a$ a+le to imlement a data+a$e enhancement #og#am and aid media $t#ateg! focu$ed on d#i&ing t#affic to to!otafo#%lift$'com' .roduct or Service /
HELI Fo#%lift$ i$ the la#ge$t manufactu#e# of mate#ial handling e,uiment in A$ia" and i$ #an%ed 0th in the )o#ld' HELI #oduce$ o&e# 122"222 fo#%lift$ annuall!' HELI Pneumatic Fo#%lift$ H Se#ie$ 6222 U :222V Caacitie$ W LPG" Ga$" " Ku+ota 6722 W CAR. Tie# I Comliant W Ti#e Otion$/ Ai# o# Solid" Single o#
HELI Pneumatic Fo#%lift$ G Se#ie$ 4222 U 7222V Caacitie$ W LPG" Ga$" " Ku+ota 6722 W CAR. Tie# I Comliant W Ti#e Otion$/ Ai# o# Solid" Single o#
W LPG" Ga$" '6" Mit$u+i$hi S7S" Pe#%in$ W CAR. Tie# I Comliant W Ti#e Otion$/ Ai# o# Solid" Single o# 22V Caacitie$ W LPG" Ga$" '6" Cummin$ >'4" Mit$u+i$hi S7S" Pe#%in$ W CAR. Tie# I Comliant W Ti#e Otion$/
HELI Sit5222V Caacit!@ W > heel ?>2225:222V Caacit!@ W >0 olt ?622254222V Caacit!@ W 02 olt ?72225:222V Caacit!@ W Cu#ti$ o# ai Cont#olle# W AC <#i&e Moto# 422V Caacitie$ W => olt W Cu#ti$ and Mo$fet Cont#olle# W 422V Pallet Jac% D Stac%e#@ W Indu$t#ial et Cell o# Maintenance F#ee .atte#ie$ W .uilt5In Cha#ge# A&aila+le W Po)e# Stee#ing W Off$et <#i&e (nit W Fou# Point Stance W Ea$! Acce$$
Cometition /
SOT Anal!$i$ of Cometition
Linde Mate#ial Handling Gm+H Linde Mate#ial Handling Gm+H" a coman! in the KION G#ou" i$ one of the leading glo+al manufactu#e#$ of fo#%lift t#uc%$ and )a#ehou$e technolog! de&ice$" and i$ the ma#%et leade# in Eu#oe' It i$ al$o t#an$a#ent and )ell e$ta+li$hed in South Af#ica in the Af#ica #egion' The coman! al$o offe#$ e*e#t ad&ice to e*te#nal cu$tome#$ fo# &a#iou$ alication$" follo)ing man! decade$ of e*e#ience in de&eloing and #oducing elect#ical d#i&e $!$tem$' A$ an inte#nationall! acti&e coman!" the! maintain #oduction and a$$em+l! lant$ in all %e! #egion$ )o#ld)ide" a$ )ell a$ a glo+al $ale$ and $e#&ice net)o#% )ith #e#e$entati&e$ in mo#e than 122 count#ie$' In the =211 financial !ea#" Linde Mate#ial Handling emlo!ed a#ound 16"022 mem+e#$ of $taff and achie&ed $ale$ of E(R ='07 +illion'
The cha#acte#i$tic$ that ma%e Linde uni,ue in )o#ld ma#%et$ toda! a#e the t)oUedal H!d#o$tatic <#i&e S!$tem' The! ha&e a )ide &a#iet! of #oduct$ and $e#&e cu$tome#$ f#om delicate food$tuff$ and medical $ulie$ to e*t#eme oe#ating condition$ $uch a$ +#ic% field$ mine$ $melting lant$" )ith $ecial heat #e$i$tant comonent$ fitted to the$e unit$ to the la#ge$t of ou# #ange of full containe# handle#$' The elect#onic cont#ol of the h!d#o$tatic and )o#%ing h!d#aulic $!$tem otimi-e$ d#i&ing +a$ed on the huge $ucce$$ of Linde;$ #eno)ned h!d#o$tatic d#i&e$' ?Le$$ mo&ing a#t$ than a t#aditional t#an$mi$$ion@' Thi$ $!$tem i$ no) u$ed in the #ange of fo#%lift$ u to 17ton caacit!" gi&en otimum $en$iti&it! and o)e# in thei# oe#ation the#e+! a$$u#ing cont#olled e#fo#mance$" le$$ allet damage a definite $a&ing on oe#ational and maintenance co$t$" f#om u$t a touch of a le&e# a)a!' E#gonomic$ offe#$ a Linde #oduct )hich i$ de$igned a#ound the d#i&e#'
Ne) #oduct$ include/ =" 4 U 6" 4 ton fo#%lift no) fitted )ith an oil cooled 2 ft emt! containe#$ : high" CiTi One U Linde;$ late$t inno&ation )hich i$ an elect#ic o)e#ed allet ac%' Featu#e$ include coing )ith diffe#ent $u#face$ lo) noi$e le&el multifunction di$la! t#action $!$tem ene#g! ?comact and inte#changea+le +atte#ie$@cont#ol$ +#a%ing and CAN5.u$ communication and 60:600 Uthei# late$t ="2 U >"0ton elect#ic #ange of fo#%lift$' At the $ta#t of Ma#ch" Linde Mate#ial Handling launched it$ ne) gene#ation of Linde #each t#uc%$" )hich encoma$$e$ model$ R1> to R=2 fo# a load #ange of 1'> to = ton$' ith thei# comact" maneu&e#a+le de$ign" the ne) t#uc%$ ena+le an e&en mo#e #oducti&e flo) of good$ into the )a#ehou$e" a$ a )hole ho$t of ne) technical $olution$ ma%e the t#uc%$ mo#e comfo#ta+le" mo#e o)e#ful" $afe# and ea$ie# to $e#&ice' The con$ide#a+l! )ide# #ange of model$ fo# ma$tcha$$i$+atte#! com+ination$ and the otional featu#e$ allo) cu$tome#5$ecific $olution$ to +e de#i&ed f#om $e#ie$ #oduction'
ACE manufactu#e$ a+out >"222 c#ane$" 4"222 t#acto#$ and 1"222 fo#%lift$' Cu##entl!" ACE offe#$ 156 tonne caacit! full! AC and 2 e# cent mo#e fuel efficienc! than the cometition"Q claim$ Gole' ACE engine$ offe#ed in thi$ #ange of e,uiment a#e comact in $i-e" fuel efficient and $e#&ice f#iendl!' ACE engine on = tonne and 6 tonne die$el fo#%lift ha$ di#ectl! mounted h!d#aulic um )hich im#o&e$ h!d#aulic $!$tem efficienc! +! #educed t#an$mi$$ion lo$$'
Cla#% mate#ial handling inte#national A$ the in&ento# of the fo#%lift t#uc%" Cla#% ha$ +een oe#ating $ince =226 a$ Cla#% Mate#ial Handling Inte#national unde# the o)ne#$hi of South Ko#ean conglome#ate oung An Hat Coman! ?head,ua#te#$ in .ucheon@' The famil! ente##i$e" headed +! Chai#man Sung Ha% .ai%" ha$ e$ta+li$hed $u$taina+ilit! a$ a guideline fo# +u$ine$$ in all of it$ G#ou $egment$ ?clothing telecommunication$ automoti&e hotel indu$t#! mate#ial$ handling@ and ha$ in&e$ted million$ of dolla#$ on #e$ea#ch in each +u$ine$$ $egment'
Since in&enting the fi#$t fo#%lift t#uc%" Cla#% ha&e made a $ignificant cont#i+ution to)a#d$ the indu$t#ial de&eloment of the la$t centu#! and ha&e an out$tanding #oduct" an e*cellent #eutation in the ma#%et and fi#$t cla$$ afte# $ale$ $uo#t' The tu#no&e# of the oung An g#ou in =211 amounted to (S< ='6 +illion U of )hich a#ound (S< 042 million )a$ att#i+uta+le to Cla#%" chai#ed +! CEO Seung Soo .ai%' Cla#% fo#%lift$ a#e #eno)ned fo# high $t#ength" high e#fo#mance" $imlicit!" fle*i+ilit! and lo) total co$t of o)ne#$hi' In a $tud! and $u#&e! of 1"622 logi$tic$ e*e#t$ +! the (S t#ade ou#nal Mode#n Mate#ial$ Handling" Cla#% came num+e# one in the catego#! #ice5e#fo#mance #atio' Cla#% )ith it$ motto?.uilt to la$t@ #oduced it$ 1"222"222th fo#%lift +ac% in 133:' Cla#% elect#ic fo#%lift$ )ith inno&ati&e AC technolog! ?>0 02 @ co&e# load caacitie$ f#om 1'=4 to 4 tone$' In the t#aditionall! $t#ong die$el and LPG fo#%lift $egment" Cla#% al$o $e#&e$ a +#oad #ange of alication$ in the caacit! #ange of 1'4 to 0'2 tone$' Cla#% al$o $uo#t$ alication$ in )a#ehou$ing technolog! th#ough elect#ical e,uiment $uch a$ th#ee5)heeled to) t#acto#$" ede$t#ian $tac%e#$ a$ )ell a$ #each t#uc%$'
Cla#% fo#%lift$ ha&e ma*imum fle*i+ilit! ena+ling a #oe#l! t#ained mechanic to comletel! cu$tomi-e oe#ating a#amete#$ to the oe#ato#;$ #efe#ence$" $uch a$ accele#ationdecele#ation #ate" ma*imum $eed ?indi&iduall! fo# fo#)a#d and #e&e#$e@' The$e fo#%lift$ al$o ha&e ne$ted u#ight #ail$ that #o&ide o$iti&e #ail inte#loc% and a na##o) #ofile to ma*imi-e &i$i+ilit! th#ough the u#ight' The o&e#head gua#d $afet! +a#$ #un a#allel to the oe#ato#;$ line of $ight #e$ulting i n a clea#" uno+$t#ucted &ie) a+o&e head height' All Cla#% fo#%lift$ a#e 30 enginee#ed fo# e*t#eme en&i#onment$ the high e#fo#mance t)o5$tage ai# filte# $!$tem #emo&e$ 30 of incoming du$t and de+#i$ +efo#e it ente#$ the main engine filte#" ma%ing Cla#% machine$ ideal fo# du$t! alication$' Anhui HeLi Co' Ltd Anhui HeLi Co' Ltd founded in 1340 i$ mainl! engaged in RD< and manufactu#ing of indu$t#ial &ehicle$" con$t#uction machine#! and %e! comonent$' At #e$ent" Anhui HELI i$ the RD<" manufactu#e and e*o#t +a$e of indu$t#ial &ehicle$ )ith la#ge$t $cale" the mo$t comlete indu$t#! chain" and the +e$t com#ehen$i&e and economic e#fo#mance in China" it i$ the onl! li$ted coman! in Chine$e fo#%lift indu$t#!'
So fa#" HELI annual outut of fo#%lift t#uc%$ a#e 122"222 $et$" that of ca$ting iece$ a#e =22"222t" oil c!linde#$ a#e 722"222 iece$ and $tee#ing a*le$ a#e 122"222 $et$" and ha$ co##e$onding caa+ilitie$ of +lan%ing" metal #oce$$ing" coating" a$$em+ling and te$ting' The leading #oduct$ of Anhui HELI i$ the HELI +#and $e#ie$ fo#%lift t#uc%$" all online #oduct$ of total 1:22 model$ and 41= %ind$ ha&e indeendent intellectual #oe#t! #ight$" the #oduct$; com#ehen$i&e e#fo#mance i$ in the leading o$ition at national le&el" and #eache$ inte#national ad&anced le&el' HELI come$ to )o#ld #an% no' 0 +! Ame#ican #ofe$$ional maga-ine MMH and al$o +e the no' 1 fo#%lift +#and in china fo# ==!ea#$' HELI de&eloed &e#! )idel! +u$ine$$ line in o&e#$ea$ ma#%et and HELI t#adema#% i$ #egi$te#ed in 44c$ count#ie$ al#ead!' No) HELI i$ +ecoming one of the leading fo#%lift$ manufactu#e# and )o#ld famou$ +#and' Ne*t goal +! HELI i$ )o#ld to 4' The#e #oduct$ include Inte#nal Com+u$tion Fo#%lift$ )hich ha$ &a#iou$ $e#ie$ $uch a$ G Se#ie$" H=222 Se#ie$ and the K Se#ie$'
The Elect#ic Fo#%lift$ )hich ha$ the fou# )heel$ and th#ee )heel fo#%lift$' The! al$o o3and anode t#an$o#t &ehicle'
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Identif! !ou# #oduct o# $e#&ice +! )hat it i$" )ho )ill +u! it" ho) much the! )ill a! fo# it and ho) much it )ill co$t fo# !ou to #oduce it" )h! a con$ume# demand e*i$t$ fo# !ou# #oduct" and )he#e !ou# #oduct $it$ in coma#i$on to $imila# #oduct$$e#&ice$ no) a&aila+le'
1'C#eate a SEO otimi-ed u$e# f#iendl! )e+$ite that i$ #ofe$$ional ea$! to na&igate
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='ideo Ma#%eting / If a ictu#e i$ )o#th a thou$and )o#d$ then a &ideo i$ )o#th a million' C#eate a &ideo of oula# and +e$t Heli fo#%lift model$ Landing age$ that include a &ideo $ee con&e#$ion$ inc#ea$e +! 0=
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ideo ha$ $ho)n to inc#ea$e email clic%5th#ough #ate$ +! =225622
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Face+oo% u$e#$ con$ume o&e# 122 MILLION hou#$ of &ideo dail!
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>* a$ man! con$ume#$ )ould #athe# )atch a &ideo a+out a #oduct o# coman! than #ead a+out the $ame toic
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Comanie$ )ith &ideo content $ee >1 mo#e t#affic coma#ed to tho$e )ho lac% &ideo
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Snachat +oa$t$ mo#e than 122 million u$e#$
> Idea$ fo# Inc#ea$ing Cu$tome#$ In o#de# to +eat !ou# cometition" !ou ha&e to $ee )hat the! a#e $ecificall! doing' He#e a#e the to > thing$ that fol%$ in ou# indu$t#! i$ doing and the detail$ on ho) !ou can ta%e it one $te fu#the# to gi&e !ou#$elf the cometiti&e ad&antage !ou )ant and need' 1' Kille#
#ental$ and #efe##al$@' If !ou imlement a CRM $!$tem that tell$ !ou ho) often the#e a#e i$$ue$" ho) often !ou# account management #e #eache$ out to them" ho) often !ou %ee in f#ont of them )ith ne)$lette#$" ca#d$" offe#$ and $uch !ou a#e #eall! ma%ing it difficult fo# the cometition to get in' =' La$e#5focu$ed a#oach' A$ the! $a!" If !ou don;t %no) )he#e !ou a#e going" an! #oad )ill get !ou the#e' Ho)e&e# if !ou %no) )hat !ou )ant and the %ind of cu$tome#$ !ou )ant" then ut togethe# a lan' A $olid ma#%eting lan )he#e !ou ha&e e&e#!one in&ol&ed in getting !ou# ideal cu$tome# )ill d#amaticall! inc#ea$e !ou# chance$ in )inning that +u$ine$$' Ha&e !ou# $ale$ and ma#%eting team )o#% togethe# $o that the P#e$ident" ' Lead Nu#tu#ing' hen !ou ha&e lead$ coming in" )hat do !ou u$uall! doX Mo$t of the time )e ha&e $ale$ eole call to follo) u and lea&e it at that' If !ou ha&e a %ille# data+a$e" !ou;ll di$co&e# that !ou# co$tl! lead$ a#e getting an a&e#age = left &oice me$$age$ and ma!+e = follo) u email$' Afte# that" )e $a! it;$ a +ad lead' The t#uth i$" :2 of the$e lead$ end u +u!ing $oone# o# late#' A lot of Mate#ial$ Handling comanie$ a#e no) utting the time and effo#t to nu#tu#e the$e lead$ $o that the! get the +e$t ROI' It co$t$ a lot of mone! to get
$omeone inte#e$ted enough to call !ou o# fill out !ou# online )e+ fo#m the la$t thing !ou )ant to do i$ )a$te that mone! and effo#t' ou# cometition i$ nu#tu#ing thei# lead$ and ma%ing e&e#! ma#%eting dolla# )o#th it'
1reate 2ick,Ass 1ontent If !ou ha&e #ead an!thing a+out in+ound o# content ma#%eting !ou ha&e li%el! hea#d the o&e#u$ed h#a$e content i$ %ing' hile it ma! +e o&e#u$ed" )hen it come$ to in+ound ma#%eting" it;$ #ett! $ot on' Content i$ the meat that )ill att#act !ou# +u!e#$' It i$ )hat Google u$e$ to $ea#ch fo# %e!)o#d$ and d#i&e u$e#$ to !ou# $ite and )hat +u!e#$ u$e to glean info#mation and %no)ledge a+out thei# #o+lem a$ the! mo&e th#ough the +u!e#;$ ou#ne!' Content i$ all of the )#itten )o#d$ u$ed to con&e! !ou# +#and" f#om the co! on !ou# $ite to the landing age u$e#$ a##i&e at" to the +log o$t$" ne)$lette#$ and email$ !ou )#ite' .ut it;$ not u$t ha&ing content that matte#$" it;$ ha&ing ,ualit! content that i$ con$i$tent' Content ma#%eting i$ a+out #o&iding u$eful info#mation to !ou# cu$tome# +a$e' It;$ not a+out $elling +ut a+out info#ming' Thin% of it thi$ )a!' If !ou )#ite intelligent and thought #o&o%ing +log content" $a! on a )ee%l! +a$i$" that in $ome )a! $ol&e$ a #o+lem" an$)e#$ a ,ue$tion o# $iml! ente#tain$ !ou# ta#get audience" !ou )ill +ecome a go5to #e$ou#ce fo# tho$e otential +u!e#$' The! )ill come +ac% to !ou# $ite time and time again +ecau$e !ou a#e #o&iding a f#ee $e#&ice fo# them" all the )hile +uilding t#u$t and e$ta+li$hing +#and clout in a non5int#u$i&e )a!' And )hen the$e de&oted follo)e#$ #eali-e the! need the #oduct !ou $ell" gue$$ )ho the! a#e mo$t li%el! to +u! it f#omX ou got it' The! a#e going to go to !ou' The coman! the! t#u$t' Read I$ outilit! the Futu#e of Ma#%eting +! Ja! .ae#" Ne) o#% Time$ +e$t $elling autho# and $ocial media and content $t#ategi$t" to lea#n mo#e a+out thi$ imo#tant concet' So" !ou# content i$ e$$ential in nu#tu#ing !ou# cu$tome#$ a$ the! mo&e th#ough the +u!e#;$ ou#ne!" +ut in o#de# to do thi$ $ucce$$full! !ou need to %no) )hat t!e$ of content to u$e and )hen' He#e a#e the #ecommended content t!e$ fo# each $tage of the +u!e#;$ ou#ne!' A)a#ene$$ Stage
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e.oo%$ eGuide$ hite Pae#$ Edito#ial Content Reo#t$ .log Po$t$ Con$ide#ation Stage e+ina#$e+ca$t$ Podca$t$ ideo E*e#t and Solution O#iented Guide$ and hite Pae#$
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Social Media In the )o#ld of $ocial media it a!$ to ha&e an o&e#all $t#ateg! that i$ t)ea%ed deending on the $ocial channel !ou a#e )o#%ing in' Fo# e*amle" the )a! !ou ma#%et on T)itte# )ill diffe# f#om the )a! !ou ma#%et on Lin%edIn o# Face+oo%' The! a#e diffe#ent $ite$ )ith diffe#ent u#o$e$ and !ou# me$$aging need$ to #eflect that' One $t#ateg!" ho)e&e#" that doe$ )o#% ac#o$$ them all i$ u$ing hotog#ah$' Po$t$ )ith ictu#e$ get highe# clic%$ and engagement ac#o$$ the +oa#d' And +ecau$e $ocial media i$ all a+out getting !ou# content and !ou# me$$aging $een" timing i$ imo#tant' Acco#ding to $umall'com the %e! i$ to catch eole in thei# do)ntime" ea#l! in the mo#ning" on thei# +#ea%$ o# at night' He#e i$ )hat the! #ecommend fo# timing/ T)itte# 156m )ee%da!$ Face+oo% 15>m and =54m )ee%da!$ Lin%edIn :50/62am and 457m Tue$da!" edne$da!" and Thu#$da! Tum+l# :512m )ee%da!$ and >m on F#ida!$ In$tag#am 457m )ee%da!$ and 0m on Monda!$ )ith a $)eet$ot at 7m Pinte#e$t =5>m and 0511m )ee%da!$ )ith )ee%end$ +eing the +e$t GoogleY 3511am )ee%da!$ Of cou#$e" deending on !ou# indu$t#! and audience the$e time$ could &a#!' The %e! i$ to te$t and #e5te$t in o#de# to $ee )hen !ou# +u!e#$ a#e engaging' Loo% at the cometition' See )ho i$ doing $ocial $ucce$$full! in !ou# $ace and note thei# atte#n$' And #emem+e#" !ou# engagement on $ocial media i$ %e!' hen !ou inte#act )ith !ou# audience !ou a#e telling them !ou hea#d them" !ou a#e enhancing !ou# +#and and !ou a#e $ho)ing authenticit!' Much li%e !ou# content lan" !ou# $ocial media lan need$ a $t#ateg! of it$ o)n that i$ then integ#ated )ith !ou# o&e#all ma#%eting lan' Fo# mo#e on $ocial media ma#%eting #ead" E&e#!thing Ma#%ete#$ ant to Kno) A+out Social Media Ma#%eting .ut A#e Too Af#aid To A$% o# Th#ee Element$ of an Effecti&e Social Media St#ateg!' Email
Email ma#%eting i$ !et anothe# tactic in !ou# in+ound ma#%eting a#$enal' Email i$ u$ed mo$t effecti&el! a$ a lead nu#tu#ing tool" in that it i$ u$ed to engage )ith otential cu$tome#$ a$ the! inte#act )ith $ecific content on !ou# )e+$ite' Fo# e*amle" $hould a #o$ect &i$it !ou# )e+$ite and do)nload an e.oo%" the! )ill then +egin to #ecei&e a $et of t#igge#ed email$ #elated to the e.oo% toic" encou#aging them to fu#the# inte#act )ith the +#and' Email i$ al$o commonl! u$ed fo# announcement$" ne)$lette#$ and #omotion$' Ju$t a$ )ith $ocial media" email f#e,uenc! and timing matte#$' hile inco#o#ating email into !ou# ma#%eting lan i$ imo#tant" o&e#doing it can +ac%fi#e' Peole don;t )ant to +e o&e##un )ith email$ and if !ou a#e o&e#-ealou$ !ou could #i$% lo$ing otential +u!e#$' Remem+e#" )hen c#eating !ou# email$" %ee the content $ho#t" include one main call5to5 action" ha&e lin%$ +ac% to !ou# )e+$ite" u$e image$ and ma%e $u#e the $u+ect line i$ catch!' And )hen it come$ to email" !ou can ne&e# te$t o# mea$u#e too much' Fo# mo#e on email ma#%eting #ead" The
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Li$t the ,ualit! featu#e$ of !ou# #oduct o# $e#&ice" a$ )ell a$ the a$$ociated co$t comonent fo# each item o# le&el of $e#&ice' Li$t $t#ategie$ !ou lan to u$e" $uch a$ #o&iding a di$count on $ome item$ !ou $ell in o#de# to inc#ea$e the $ale$ in othe# a#ea$'
Financial Info#mation Sho) the #edicted le&el of $ale$ !ou e*ect to #eali-e )ith and )ithout the $t#ategie$ !ou ha&e outlined in the ma#%eting lan' Sho) the natu#al le&el of $ale$ a$ de$c#i+ed in !ou# +u$ine$$ lan" and then $ho) the e*ected inc#ea$e in $ale$ a$ the! #elate to $ecific ma#%eting t echni,ue$ !ou )ill u$e' Sho) the ma#%et $ha#e !ou )ill hoe to attain" +a$ed on 8high8" 8medium8" and 8lo)8 e$timate$ fo# the $ucce$$ of !ou# ma#%eting $t#ateg!' Fo#eca$t the 8+#ea% e&en oint8 fo# each of the follo)ing 4 !ea#$" in the num+e# of $ale$ in dolla#$' Thi$ )ill demon$t#ate !ou# need to #eali-e a ce#tain amount of $ale$ in o#de# to co&e# !ou# e*ected co$t$ fo# each of the ne*t 4 !ea#$' Outline the a#ea$ of )ea%ne$$ in the financing of !ou# +u$ine$$ the deficiencie$ that ma! +e found in a#ea$ $uch a$ 8oe#ating caital8" out$tanding loan$" and in$ufficient c#edit' P#o&ide a#o#iate $ugge$tion$ fo# #educing the effect that the$e deficiencie$ )ill ha&e on the $ucce$$ful oe#ation of !ou# +u$ine$$' •
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Ta+le$" G#ah$"