Essay on Marketing Plan

Submitted By Whiner6782
Words: 829
Pages: 4
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I. Executive Summary

A. General Background
Cutting Tool Sales, LLC (CTS) is a family owned and operated, established in 2004, is a full line distributor of metal working cutting tools located near Cleveland, Ohio. We specialize in the sales and application of high performance cutting tools to increase productivity by utilizing the latest technology in metal removal tooling. The first eight years has certainly been exciting for CTS Tools. The creation of the company website, the addition of thousands of new catalog items (including name brand and quality imports), and the publishing of new sales flyers every two to four weeks are just a few of the initiatives helping to propel CTS into the future. But most important to the company’s success are its clients, to whom it owes a sincere ‘thank you.’ Many customers have been doing business with CTS for so long that we know them by voice when they call, despite having never met them in person! These old friends know that their order - like every order - is important to CTS.

B. Mission Statement
Cutting Tool Sales, LLC is dedicated to increasing the profitability of machine shops and manufacturing plants in North America. We can help with any metalworking application including Speeds and Feeds, Material Issues, Tool Life, Cycle Times, and Tool Management.

C. Markets

D. Company Philosophy
Cutting Tool Sales, LLC only carries top of the line brands proven in machine shops day in and day out because our customers don't want to waste time with inferior products. We pride ourselves on quality tools, the knowledge to apply them, superior customer service, quick turn-around, and "doing it right the first time."

Cutting Tool Sales will leverage its competitive edges of professionalism and trim quality by properly training all employees and impress all of the customers who are used to the lackadaisical attitude of most plumbers. Cutting Tool Sales has a total of four employees.

II. Situation Analysis
Cutting Tool Sales is entering its ninth year of operation. As an organization, CTS must have a concerted marketing effort to ensure success and future profitability. Cutting Tool Sales offers the market the market the latest technology for metalworking. CTS’s level of professionalism will stand out in an industry that is not known for professionalism.
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Cutting Tool Sales, LLC.

A. Strengths
1. Authorized distributor of metalworking cutting tools.
2. Extensive industry knowledge and expertise.
3. Located near machine shops.

B. Weaknesses
1. Since the company is family owned and operated with only four employees, Cutting Tool Sales, LLC has trouble reaching larger companies.
2. A limited marketing budget to develop brand awareness and visibility within the home building community.
3. Possible difficulty unseating already established firms for the prime contracts.

C. Opportunities
1. Participation in an industry that is generally a positive growth industry, although it occasionally goes through downturns.
2. Decreased customer acquisition costs as CTS becomes more rooted in the local community.
3. The ability to leverage employee’s labor to generate profits.

D. Threats
1. The recognition by other metalworking distributors that customer service and professionalism are indeed keys to success.
2. Difficulty in controlling the work quality
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