This document outlines ERA Group's marketing strategy for 2011. It discusses the company's mission to be the country's best industrial automation service provider according to ISO standards. The strategy involves new business initiation, market analysis, implementation and evaluation. It identifies six elements ("6 E's") of the strategy: proliferation, diverse communication vehicles (traditional and new media), fragmenting customer segments, connected consumers, consumer behavior, and sales/distribution touchpoints. The strategy will focus on key industrial sectors and leverage teamwork. Proposals are provided in the accompanying handout.