1.0 SITUATION ANALYSIS
ATON MARKETING was established in 1994. It is engaged in selling of agricultural machineries, equipment and its accessories. The common customers on retail are farmers and fisherman. And for bulk sale, they have from cooperatives, NGO’s and LGU’s in which part of the package is to have seminars and training for end users on how to properly maintain the equipment. We have several outlets in Mindoro, Palawan, Visayas (Kalibo, Capiz, Iloilo, Negros, Cebu, Bohol, Leyte, Samar and Masbate) and Mindanao(Cagayan De Oro, Cotabato and General Santos)
ATON now a both a wholesaler and retailer of agricultural, industrial and fishing supplies, and a ...view middle of the document...
2) Customer Service. Exemplary service is required to build a sustainable business that has a loyal customer base.
1.5 Market Trends
Staple food is essential in the community. The harvest and storage of which is something that must go on to sustain the people within the society and it is something inevitable and irreplaceable for they are needed for survival. ATON will distinguish itself by marketing agricultural and fishing products together with first class repair and fabrication services which are not previously available to its customers.
Nonetheless, there must be improvements in the equipment parts. Customers, particularly the farmers are looking for ways in order to make their jobs easy and light. Equipment parts must be user-friendly yet lasting.
Also, as much as possible, ATON will find means to integrate technology in this fast changing environment and slowly let go of traditional fishing and farming.
1.6 Market Growth
The rice and fish market has always been consistent all throughout the country for the past years excluding those times where some provinces are devastated by natural calamities. The population has been increasing and it just means that maintaining amount for staple food is also increasing as well as the devices and equipment used to obtain them.
1.7 SWOT Analysis
* In-depth industry experience and insight.
* Fabrication designs that are of complete convenience to the customers
* Well-built reputation for the last 20 years
* Known for just pricing
* Harvest of rice and corn are seasonal as well as fishing.
* No advertisements or sales promotion activities.
* Manpower sometimes not enough when bulk orders come along.
* WOM is of great use since most customers are not technology-oriented.
* Participation within a non-deteriorating industry
* Bidding for Governmental Projects
* Entering competitors
* Negative WOM
* Fast technology integrations
There are other several manufacturing business on agricultural equipment all throughout Panay but it was ATON who has first seen the potential in the province of Antique and has now catered the farming and fishing market of the province. The edge ATON has now is that they also offer fabrication, customization and repair services to buyers. There are other similar yet small businesses who opened in the province, particularly in San Jose, and they are to become direct competitors in the next upcoming years.
2.0 MARKETING STRATEGY
1. Establish advertising...