Pine Technologies Limited Case Marketing Plan Finally Project

The following are the elements that you should consider in writing up this final project.

1. Situation Analysis Which facts or elements will be important to your recommendation? Do not let this section dominate your presentation.

2. SWOT Analysis Develop a SWOT to set out the strengths, weaknesses, opportunities, and threats.

3. Lifecycle Identify the lifecycle stages. Then plot the product you have selected and the type of fill products in the category on the lifecycle diagram.

4. Segmentation Create a segmentation grid for the product you selected.

5. Recommendation What do you believe is the strategic direction for the product you selected? Outline your recommendation for a general strategic direction. These are not the objectives or strategies they will come to later.

6. Rationale  Why do you believe your recommendation is correct? Support your recommendation with three separate rationales.
7. Positioning Statement Write a positioning statement for your product to support your recommendation.
8. Objectives Set out the key marketing objectives you need to address for your recommendation. Be sure to cover the product, pricing, place and promotions in this section.
9. Strategies Now identify a strategy or strategies to fit your objectives. Be sure to cover off the product, pricing, place, and promotions in this section.
10. Tactics Now add a few tactics or details for your objectives and strategies.

Summary of the plan This is an overview of what you’re going to achieve in the plan and what you want management to approve and support in the next fiscal year.

Pine technologies Limited started in 1913 in the central regions of Canada, as a company that sold devices that weighed and measured wheat. It was founded by a group of people that were farmers, mill owners, and engineers. They found the best technology for measuring wheat and bag fill, combined with scales to weigh at an economical price. The focus on excellent technology was a founding principle of the company. In the early 1930s they moved into grain filters and filtration technology. By the 1940s that expanded into the industrial and liquid filtration technology as an extension of the seasonal wheat industry. At the end of World War II, they moved into the area of filler control of measurement. The wheat market, while interesting and still a solid base, was expected to become very competitive from offshore, low cost producers. Pine Technologies Limited technology development was focused on the measurement of grains and liquids. Their R&D departments developed a number of patents for special measurement technologies. With the expansion they gradually focused more and more on the filler applications with controlled sensors built into the process. In 1986 they sold off the measuring division and revisited their mission statement to focus on the area of fill and sensor equipment. They had developed and patented a number of products as an ongoing business practice in this area. As the need for growth in sales revenue and profits focus their marketing efforts, the opportunity to move into other business areas was identified. Pine technologies Limited Mission statement Pine technologies Limited is in the business of designing, manufacturing, marketing, servicing, and selling sensor fillers for automatic production lines that need packages filled to an optimal level. These are supplied and serviced directly to our customers by our qualified technicians and sales people 1 Pines customer base is in the powder, liquid and solids industries which service both customer and industrial businesses throughout the world. Pine is a customer driven, marketing focused, technology influenced, and engineering directed world-class manufacturer, determined to produce results that generate growth, value and the opportunity to reinvest in both human and financial company resources. Company Position Last year's sales were $23,602,804 across all categories. This was a strong surge from previous years. They continued their sales growth for the past 11 years. While some products did better than others management left that to marketing to manage while they focused on R&D and manufacturing from a financial perspective the company is cash-rich and invests in engineering and designed to keep their