Emr Innovations

mooring 3 EMR Innovations Table of Contents Executive summary3 Introduction& occupation /issues identification4 EMRs harvest-festival and how is attempting to market place4 External Analysis6 Opportunities6 RV diligence6 RV culture6 Threats7 Competitors7 Analysis and recode menses situation8 Internal analysis8 RVs internal weakness and strength8 EMR Innovations internal weakness and strength9 merchandising Audit10 RVs Current marketing outline10 Main objective10 Main targets10 RVs Problems11 Alternative Strategies12 market and distribution of the lock- awn12Recomm closing curtained Strategy13 Executive summary Reynolds argon a young couple that transferred their interest over RVs ( enjoymental vehicles) into a profitable business. Their important objective was to be the the supplier of innovative RV crops. Eric Reynolds came up with innovative product called Lock-Awn Anti-Billowing Device , he thought that this product would achieve their goal and repaired RV deficiencies. They precious to market their product through their own company EMR Innovations , so that they believed that they lease to pecify various fields with distinguishable point product , customer, capital , competitor and Lock-Awn Anti-Billowing Device marketing strategies . The report analysis involve the main external and internal factors that would influence their marketing strategy ( SWOT analysis ) . Then analysis the up-to-the-minute RVs strategies and how their plans detail with the marketing variables of product, price, place and promotion ( four Ps of marketing) which be employ to attain the marketing plans objectives and overall strategies. There are three variables distribution impart ( direct and in direct ) according to their alternative strategy.Than recommended strategies. Introduction& problem /issues identification EMRs product and how is attempting to market Eric Reynolds and Mary Reynolds are a young couple that transferred their interest over RVs (recreational vehicles) into a profitable business. In 1995, the Reynolds started an RV repair business , and by 1999 they open their own memory board in Amana, Iowa , since the business became large. On 2002, their business had steadily work onn . However, they aspired to be the supplier of innovative RV products . For that reason Eric Reynolds innovate an innovative products that helped or repaired RV deficiencies.They though that this innovative products, which called Lock-Awn Anti-Billowing Device for RV terrace sunshades, may provide great potential for future investments. Lock-Awn Anti-Billowing Device would protect the internal lock sunblind mechanism from tear, and prevent it from billow in the wind, in order to reduce accident and increase the talent rate. Lock-Awn Anti-Billowing Device became so effective idea to the Reynolds that they invested $10,000 of their own money to develop a prototype, and they had assistance and nourishment from an industry research c cypher.Since the y wanted to market this product through a parvenue company EMR Innovations , they need to analysis different filed with different point . The main five point in the case ( fit to Reynolds view point ) are 1. Product Eric and Mary were confident about(predicate) their prototype product , they had a sure winner in the Lock-Awn, however they were unsure about it . 2. Customer They had potential customers who had seen the product as positive product, however they were unsure about other customers satisfaction. 3.Money They had no enough budget and financial analyses to door market. 4. Competitors They afraid of a potential competitor selling same product, which slack the product successful chance. 5. How they would market Lock-Awn Anti-Billowing Device They had no market analyses ( marketing strategy ) to verify their belief. To address this need, Reynolds need to become with winder decisions that cerebrate to picking the main target markets, the position, pricing, promotion, an d distribution impart, and then they need to analyze the financial implications of their decisions.The end result of decision , will be a marketing strategy which will effectively dunk 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 lay the key opportunities and threats in the environment. Opportunities RV industry RV vehicles (RVs) are recreational vehicles combining back breaker and temporary worker living quarter for recreation, camp out 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 cxxxv manufacturers and more than 200 suppliers of parts and services. RVs are divided into 2 categories (motorhomes and towables) and five classes ranging from inexpensive vehicle to normal citizenry up to lu xury 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 scratch in 2001. The study estimated that there are 30 million RV enthusiasts including households and renters. The retired couples represent the greatest department of RV enthusiasts since they are free and want to see the rest of the country. They used RVs for traveling since it offers convenience, comfort and exemption to go anywhere and anytime without plan in advance. Some of them are full-time on the road roaming almost the country and live in RV. Thus, they want their accommodations to be as comfortable as possible.Most of them are volition to spend their money on acces sories like auxiliary fuel tank, power booster and etc. In fact, Richard Dahl, RV owner, manufactured a water filter for RV plumping systems and interchange it for $30. Later, he sold 300 more items and established new business for himself. This shows RV owners are willing to accept new ideas which eventually help EMR innovation to succeed. Threats Competitors People created so many types of sunblind lock to overcome zoom problems. However, most of them are homemade and people reported that they easily damaged.There is one commercial product called Awning Saver. Eric and Merry examined the product and found that it would not be a threat to their product since the awning saver is difficult to operate and looks similar to the homemade one. Therefore, there is no obstacle for the EMR innovation to enter the market. To sum up, the external factors show no threat for EMR innovation to enter the market. Analysis and recode current situation Internal analysis RVs internal weakness and s trength Weakness * Design flaws May decrease RV deficiencies Most RVs suffered from goal Flaws on patio awnings, which consider as one of the basic equipment on virtually all RVs . * The fundamental problem is awning billowing problem in manually operated awnings. Strength * Have flourishing business encourage investment safely * RV consisted of 135 RV manufactures and more than 200 suppliers of component parts and services . * RV had positive economic approximate , although they faced breakdown of RV ownership on 2001. * There was large motivation on their industry and had high rate of enthusiasts customized . In United State , there was a big interest in domestic ground travel * RVers were an adventuresome group baffle deep experience about what people want at traveling . * Their price was suitable for consumer from all standard of living. * Their prices are more affordable prices compared to competitors . EMR Innovations internal weakness and strength Weakness * Inactive sid e of the product * High woos to produce, progress and distribute, their product. * EMR prototype is just an idea and not formulated into any type of industry organization. Most of RVs people solve the patio awning problem by themselves. * Did not have a well marketing plan * No develop marketing or promotion strategies . * Reynolds Lack of friendship to develop, sell , and manufacture a new product , since they did not attend college . * No enough money resources . * Have multitasks ( ex Mary have to care about her 3 children and make bookkeeping for RV repair shop ) . strength * Have an effective prototype products and ideas * Their products are good in appearance and design . * Easy to install . * Convenient in use and store. ease of operation compared with competitors. * Targets all segment. * Had brave and consulting from an industry research center . * Were acquainted with RVs industry . * Had personal experience through their repair business. * Their work was flourished and their business had steadily grown . Marketing Audit RVs Current Marketing Strategy Main objective The main objective of RVs marketing strategy is to a absorb the largest number of people of all ages, by providing their needs ,and satisfy all parties ( company and customer ), in order to achieve the customer values ( benefits and costs ) .As result they try to combined between transportation and temporary living quarters for camping , traveling ,and recreation . Main targets RVs strategies are clearly directed to the main target , who is well defined , by providing different types of vehicles with different design and suitable prices according to the target level . * Main targets are * Nature enthusiasts customized * Who have interest in domestic ground travel * Who tend to keep their vehicles for long time RVs Problems RVs problems Symptoms problem According to 2001 survey data, the RVs face breakdown of RV ownership, illustrated in Exhibit 2. it would be because of the design flaw ) . Current problem Most of RVs owners focussed on awning billowing problem , where the company filed to come out with solution that fix the problem Potential problem May awning billowing problem will affect the economic promise for the RV industry. This problem may be as opportunity to Reynolds or cannister be send packing it, since most of RVs people solve the patio awning problem by themselves. Marketing mix (Four Ps). * Product Vehicles that combined transportation and temporary living quarters for camping , recreation , and travel. It can be used by people of all ages and levels. * Enhance flexibility , convenience and emancipation * Characterized by comfort, amenities and enjoyment during travel . * Place its available across United State ( for who have interest in domestic ground travel) * Promotion * Price Prices vary between types of vehicles, related to the options that product provide . Towables Price Include folding camping trailers $5,000 $10,000 Truck camp ers, affixed to the bed or haoma of the truck $10,500 Conventional travel trailers $13,000 Fifth wheel trailers $25,000 $ 80,000 repulsehomes Price Class C $ 35,000 Most magisterial Class A Over $500,000 Alternative Strategies Marketing and distribution of the lock- awn Three viable distribution channels * Mail order product direct internet traffic to a Lock- Awn Web site. This will cost $ 2000- $3000. * Workampers Group indirect because dealers had option to sell the product. A one-time Ad cost $100 and 25% disregard off the retail price * Distribution method indirect because very difficult to get camping world to sell the Lock- Awn since it required strong sale record Advertisement to support selling effortHere are some ways of advertisement suggested by Mary 1. Advertise in Popular RV magazines Motor Home & Trailer Life. Their circulation was 1. 5 million. A 1/3 page wispy & white 4 times would cost $ 25000. 2. Advertise in RV- related Web sites for minimal or no cost. 3. unwrap Promotional brochures detailing for high quality- 4 illusion the printing cost about $1500 for $10000. 4. Promote and turn up the Lock Awn at RV shows and rallies. Travels cost approximately $ 1800. 5. Ask RV trade publications to evaluate and property the product in their column. 6. Generate discussion about the product in RV chat rooms. . lend oneself the networking systems like RV clubs and forums to spread the information of the product. Recommended Strategy 1- Its recommended to adopt the free advertisement like RV- related Web sites, Ask RV trade publications by light column, RV clubs and RV chat rooms. 2- after(prenominal) one year they can advertise in costly because they have cash flow and can choose Promote and demonstrate the travels cost approximately $ 1800, Promotional brochures detailing for high quality- 4 color the printing cost about $1500 for $10000 and Their circulation was 1. 5 million. A 1/3 page black white 4 times would cost $ 25000.