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Discussion Assignment 1

Oregon Door, located in Winston, Oregon has traditionally only manufactured

commercial doors. Having inherited this company, I have decided to expand to now manufacture

residential doors and sell to not only distributors but to homeowners and contractors.

According to Principles of Marketing, “The segment(s) or group(s) of people and

organizations you decide to sell to is a target market.” (Principles of Marketing, 2010, p. 122)

For residential customers, the target market would be those in the approximate age range of 25 –

55 years old. This would include those that are buying a home that needs updating, those buying

new construction, those long-time homeowners that are remodeling, and those that are buying

and flipping homes. Our main competitor in Oregon is Jeld Wen Windows and Doors and I

believe they have the same target markets as we do.

According to Principles of marketing, ‘Before you (or a firm) can develop a strategy

or create a strategic plan, you first have to develop a value proposition. A value proposition is a

thirty-second “elevator speech” stating the specific benefits a product or service offering

provides a buyer. It shows why the product or service is superior to competing offers. The value

proposition answers the questions, “Why should I buy from you or why should I hire you?” As

such, the value proposition becomes a critical component in shaping strategy.’(Principles of

Marketing, 2010, p. 26) Oregon Door’s value proposition will be, “Our customers, both

residential and commercial, will add instant value and equity to their property by incorporating

our high quality doors to their homes or businesses.”

Through adding residential doors to our product lines, identifying our target market, and

developing a value proposition statement, we hope to expand our profits significantly over the

next two to three years.

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References

Principles of marketing. (2010). University of Minnesota Libraries Publishing.

https://doi.org/10.24926/8668.1901