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Group 1 Marketing Assignment
Group 1 Marketing Assignment
Water Chromatography
Division : U.S. Field Sales (A)
12/15/2014
Customers
Pharmaceuticals (large and mature business base)
Life Sciences/Bio technology (New and rapidly growing)
Others:
-Polymers
-Industrial Chemicals
-food/agriculture
-Electronics
Four Broad Application Areas:
Analytical Labs
Research Labs
Clinical Labs
Quality Control Labs
12/15/2014
Marketing Objective:
Target 20% annual growth
Maintaing current markets and
Developing new markets
Marketing Strategy:
Aggressive Marketing of Existing Products
Timely Introduction of new products
Broaden application Emphasis
12/15/2014
into 3 areas:
Midwest
West/South
East
Area
12/15/2014
departments:
Manufacturing
Human Resources
Marketing
Research & Development
Headquarters Milford, Massachussetts
President
Bill Shippey
Vice President Chane Graziano
Responsible for domestic and foreign field
operations as well as governing 3
divisional headquarter staff groups
Water Chromatography Division : U.S. Field
Sales (A)
12/15/2014
Headquarter Staffs
National Accounts Manager
Customer Support
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Incentives Plan
Annual
10
12/15/2014