In this study a detailed analysis is to be performed on the case studie that is provided. The case study is observed and understood in order to identify and discuss the factors and aspects that are required for the research accomplishment. In this context it can be stated that the study is, mainly based on the findings of the case study that denotes several issues and loopholes in the organisational structures and marketing strategies over the times. The study would also provide detailed analysis and discussion on the issues in order to identify alternative and better methods that can be applied in the organisational structures for smoother performances.
In the case of study of MPO Fenetres it can be seen that the company is looking to operate in the PVC window market and succeed in doing so. For any company to invest in a new product option and taking risk is a very big decision to make. It is important that the company takes the decision through effective analysis techniques as well as strategies. The company will launch its new product in the market and wish to achieve success through it. Now in order to do this, the company will have to do external and internal analysis and market force analysis, which is important for the company to know before making strategy. Hence, it can be said that the key issues or problem which is faced by the company in this case is that they are not sure about how to launch their new products which is the PVC window in order to achieve success in the market (Waldo, 2017).
The Current Swot analysis will tell about the strength, weakness, opportunities and threats which the company has and which it can face in the upcoming days. The SWOT analysis of the company is as follows:
|
Strength ? New advanced product ? Financial stability in the company ? Well acquaintances with customers |
Weakness ? Uncertain market plan ? Inefficient workforce ? Lack of recent technological knowledge |
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Opportunities ? Increase in sales and revenue ? Expansion in the market ? Goodwill from customers |
Threat ? Market failure ? Technological obsolescence ? New technologically advanced entrants |
The above SWOT table shows the different internal factors which will affect the company’s operation and there explained below:
Strength: The Company has advanced product which is PVC window of high quality which is very proper for such increasing market. The quality of the window is superior to others in the market. This gives an edge to the company over others in the market. The company currently is also financially strong which mean it can bear the risk of failure financial although it may disrupts its financial stability (Thompson, 2017). The acquaintances with the customer clearly give a boost towards the operation of the organisation the MPO Fenetres. The result of acquaintance with the customers helps in giving rise to large base of market as because the organisation get better word of mouth trading in reality (Martínez & Piña, 2017).
Weakness: The weakness which the company has is lack of effective plan which will help the company in launching and increasing the sales of their products. This means that the company is weak in planning project which can affects its marketing activities. The workforce of the company is also not that efficient to keep up with increasing demand as the company is still an SME hence it is important that company works on its weakness (Campbell et al. 2016). The lack of knowledge regarding the new changes in technological advancement in the organisation has negative impact in the organisation’s general operation. The organisation clearly faces the situation of dissatisfied workers due to the lack of knowledge in technological advancement.
Opportunities: The opportunities which are available to the company are that through the launch of advanced PVC window and attracting customer towards the windows the company will be able to increase its sales which will eventually increase the revenue and profit of the company. This will strengthen the financial stability as well as size of the company in the market. The second opportunity which company has that, it can expand in the market through the successful launch of new product which will increase its market size and presence. Since, the organisation is working for a long period of time, there is a sense of goodwill build among the customer regarding the product provided by them. This sense of goodwill and the sense of well wishers among the society clearly act as opportunity that could give rise to success in future context.
Threats: The threats which are available to the company are that the company can also fail if the customers are not attracted towards the product. The other threat is threat of technological obsolescence. This means that there can be a better window produced by any one which will ultimately this UPVC windows out dated hence affecting the market of the windows (Khalifa et al. 2018). With the incoming of new organization, businesses and small scale industries with technological advanced project, there is chance that the organisation selected above may face problem relating to competing with their opportunity. Increase in the entrance in the market will also result towards competition in gathering resources which clearly justify the reason to Mark new entries as a threat (Omran, 2016).
The Pestle analysis of the company is as follows:
Political: There are no major threats to the company although the government in France is looking to push chnages in the country which is a positive sign for the company.
Economical: The market in the country is going through economic crisis which make the customer think before investing or buying anything the hence the product should be worth buying. This will help the company to market their products.
Social: the customer in the market has been more prudent to better products which are offered at cheaper price. Hence the company has to properly price their products in order to increase their sales and attract customers (Uhl, & Gollenia, 2016).
Technological: As technology is developing at a constant pace it can be said that technological obsolesce is the biggest threat to the launch and sales of new product. It can be said that through the offering new and updated technology UPVC windows the company will be able to render high quality products at effective price which will attract customer at a high pace mitigating the risk of technological obsolescence which is there in the market.
Legal: The legal and ethical norms related to the ecological imbalance to be in the benefit of the company as it is providing a PVC window which is in line of the ethical norms setup by the government and political parties. This will benefit the company in an effective way increasingly increasing the sales of the following.
Environment: Use of PVC windows are environmentally friendly this can also work in the favour of the company and will help the companies to market their products. It can be said that through use of effective promotional strategies the company will be able to market this feature which the company can offer through the PVC windows (Morschett, Schramm & Zentes, 2015).
Porters Five Force analysis
Threat of entry: as the company is an SME threat of new entrant in the market is always there in the market. This can divide the market and consumer base of the company in a effective way (Uhl, & Gollenia, 2016). The operation of the organisation in response to the general competitors in society is quite eventful and it is seen that general small scale Enterprises that enters into the business of Windows and other effects does not have any chance to make out of the strategies that the organisation selected and presents. However, there is recent inflow of new businesses as well as technological advance products due to the open market options. Therefore, from the recent case scenarios the organisation has new challenges to observe regarding new entries of competitors (Visser, 2017).
Industry rivalry: The competition in the market is immense, but as the company has an advanced window product it can easily gain a competitive advantage in the market.
Threat of Substitutes: There are major threats of having substitutes in the market because there can be product which is better the PVC windows which can affect the formers sales in an negative manner.
Bargain power of Supplier: The suppliers in the market are in huge number there are various supplier who can supply product hence the threat if supplier bargain power is low.
Bargain Power of Buyer: The buyer in the market is immense but as the company will launch new product the treat of buyer’s bargain power is mediocre in this case (MAO, & JI, 2017). However, keeping in mind the recent changes in technology regarding the windows that are being installed in houses offices and industries there are chances that the bargaining power of the customers in society may increase and the organisation may have to change their policy of operation for serving their best interest in long run (Castro, Gallegos & Nordbrenden 2016).
In the PVC widow marketing there may arose several strategic and financial issues that the company may not expect during the period. In this context it can be added that the PVC window marketing is relatively new market industry that is operating in the economy (Simpson, 2014). Thus peoples and regular customer are not aware of such market and industry which may cause fluctuations of the marketing activities and strategies over the period. These are identified and discussed as follows.
1. Lack of market observation
As it is a new market compared to other established market the market for this market is not properly developed and established. Thus, the entrepreneurs and the suppliers are not able to identify and observe the required factors and aspects of the market during the years. Hence the market observations and strategy making process is slower and weaker than other industries. In addition to that it is also to be added that the market for such products are not well spread and revenue generator thus the profitability margins of the market are not up to the expectations of the entrepreneurs. Thus many of the small entrepreneurs leave the market which results deficiency in the number of total entrepreneurs operating in the market (Dittrich, Knabe, & Leipold, 2014). Market and the environment consisting of the general business area is dynamic in nature. Market observation plays an important role for every organisation and in case of the organisation selected above to ensure PVC window marketing effective, their market observation is ultimate way to succeed. However, it is seen that the lack of market observation has led toward lack of awareness regarding the changing demand criteria of the customer (Piza & Sytsma, 2016). With lack of market observation there has been situation which lad towards diminishing value of the strategies that the organisation has previously released resulting in fall at a distinct pace.
2. Customer deficiencies
The local customers are not completely aware with the market and its products and thus they are not confident in obtaining such products and services for their daily lifestyle purposes. In this context it can be added that the customers generally obtain or purchases such products and services that they are normally accustomed in using. However before trying out new products and services they carefully observe and obtains various information regarding the flexibility and durability of the products. Reviews and feedback observation is present in the modern market and hence as the market is comparatively new, they are not able to have satisfied information of the products before purchasing (Burns, & Dewhurst, 2016).
3. Fluctuation of marketing conditions
According to the case study it is observed that the ties UPVC window market is not stable over the years as the company revenues are fluctuating and changing trends over the periods. In this context it is to be added that the market conditions requires better knowledge and promotion of the products and its durability. The market customers who are not aware of the products and some are not confident of products returns. The pricing and other details are to be related to the customers and they need to be filled with the required information of the value of the product. Thus the marketing condition changes impose loopholes in the marketing strategies and organisational structure, as the authorities are unable to put suitable and flexible strategies within the required time (White, Dudley & Terhaar, 2016). Fluctuation of marketing condition is out of control from the organisational point of view. Fluctuations of marketing condition always keep the customers at the point of dilemma where they get easily distracted by the general changes in the marketing ability. In case of the organisation selected above, their PVC window don’t have used capability to attract customer but the requirement and the general market of those Windows always remain in a fluctuating order resulting in the distraction as well as inconsistency in ordering the product from the consumer point of view (Huhtala, Sihvonen, Frösén, Jaakkola & Tikkanen 2014).
4. Lack of proper advertisement and awareness
Proper marketing and product advertising are important for the organisations to maintain the customer knowledge regarding the products and its features. The customers in the modern market often search for new and unique products with better value for money feature. Thus the customer’s needs to be filled with every information and knowledge that would make them believe it is quite the value for money products that they are looking in the market. Thus as the industry lacks propers products knowledge and information it is not able to provide proper advertisements and knowledge towards the customers. Hence the marketing activities and industrial performances are quite fluctuating in the market (Hesselbarth & Schaltegger, 2014). Lack of proper advertisement and awareness as mentioned above does have negative impact over the knowledge of the customer. As per discussed above, the other situation is like minimization of interest in society regarding product that is generally considered to be the prime object or product to be sold by the organisation (Deshmukh et al. 2015). Lack of proper advertisement and awareness has understandably also led towards inconsistency in the consumer preferences and taste over the requirement.
According to the study and the research that has been conducted it is observed that the PVC window marketing requires greater focus and development in the market structures. The organisations are to concentrate on their marketing strategies and manufacturing methods in order to grasp the accurate and suitable customer holdings in the market. It is also recommended that the organisations should provide better and efficient marketing and advertising campaigns in order to grow the overall knowledge and information of the customers so that they would pay to buy out such products and services.
By keeping in mind the above important ways, an organisation or the selected organisation can make sure that the product is well known to the customers. Above mentioned waves are direct and it clearly assist the requirement of a new product in society. However there must be ways which directly as well as indirectly assist the level of attraction among the customers. The organisation could highly recommend their Marketing department to make sure that the advantages of the product are highlighted in a classy manner that will clearly have its own charm in front of the customers. There must be hundred percent honest tea while making sure that the product is among the customers. Honesty plays an important role when there is any Association with customer directly or indirectly. Keeping in mind the competitors, as well as their strategies, obviously help the organization to standardize their Marketing concept. However, there must not be any objectivity among the organisational Wakad to go behind the competitors during the initial stage of promoting the new product. In order to make sure that the product is well acknowledged by people in society the organisation must have knowledge regarding the level of income the people have in the society where the organisation is situated. PVC Windows are well modified and are slightly costlier than other window pane. This disadvantage must be nullified by providing the product in an attractive manner and at a place where the people of those area are enough sustainable regarding the way they have their income. Last but not the least organisation must not leave out the opinion of general people. Gathering opinion, directly and indirectly enables an organisation to understand the requirement, views and ideas of the people regarding the product. With these simple steps the organisation enable there marketing department towards a position of advantage for preparing budget that in future become helpful for providing advertisement for the new product to the society.
Conclusion:
The study was done with the inclusion of case studies that is provided. The case studie has been observed and duly understood in order to identify and discuss the factors and aspects that are required for the research accomplishment. In this context, it can be stated that the study was observed to be, mainly based on the findings of the case study that denotes several issues and loopholes in the organisational structures and marketing strategies over the times. The study also provided detailed analysis and discussion on the issues that identified alternative and better methods that can be applied in the organisational structures for smoother performances. In addition to the above, the work has also presented your recommendation which will directly have positive impact is initiated in the organisational work routine. The advancement of the criteria presented in the work is quite authentic in terms of explaining the requirement of the analysing the internal and external option of environment for future success in long run.
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