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Case
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Reference no. 577-011-1
Subject category: Marketing
Authors: Anthony Proudman (Loughborough University)
Published in: 1977
Length: 10 pages
Data source: Field research

Abstract

Examines the development of a Marketing Plan for a small timber merchant business; shows extensive market data on timber consumption for house building and encourages assessment of environment for strategy formulation; recognition of ''Maturity Phase'' in PLC; commodity market characteristics; and evaluation of essential elements of the ''mix'' for a small industrial/merchant distributor; leading to segmentation for market measurement and strategic targetting of mix. Has been taught as an introduction to segmentation and marketing planning on executive courses.
Location:
Industry:
Size:
Small family business, GBP0.75 million turnover
Other setting(s):
1976

About

Abstract

Examines the development of a Marketing Plan for a small timber merchant business; shows extensive market data on timber consumption for house building and encourages assessment of environment for strategy formulation; recognition of ''Maturity Phase'' in PLC; commodity market characteristics; and evaluation of essential elements of the ''mix'' for a small industrial/merchant distributor; leading to segmentation for market measurement and strategic targetting of mix. Has been taught as an introduction to segmentation and marketing planning on executive courses.

Settings

Location:
Industry:
Size:
Small family business, GBP0.75 million turnover
Other setting(s):
1976

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