BU352 Lecture Notes - Lecture 1: Carla Humphries, New Start
Document Summary
Whether to market stagreen towards the consumer market or commercial market because each market requires a different marketing strategy/positioning strategy. Everyday consumers, golf course owners, commercial properties (apartment complexes), different suppliers, discount stores, home improvement stores, specialty stores, and government (?) Hydrocan: ceo gary gillis wanted to market to commercialized markets, carla humphries wanted to market to consumer-based markets. Stone age marketing: each rep was responsible to find information on each market/financial analysis. New start up business are extremely limited to financial resources. Cannot increase production capacity for at least 2 years. Environmental trends: for course owners, the groundwater pollution caused by golf courses. Heavy use of fertilizers + heavy manual watering = chemical build-up. Us environmental protection agency is involved (negative publicity: decrease in profits. Increase in demand in the sport of golfing (increase in popularity: reasonable prices, aging population, better equipment.
