1. 1. Executive Summary
This report sheds light on the immediate external and internal factors which are hindering
further growth and profits for Liftronic Pty Ltd (LPL).
The key findings were:
LPL holds 3% of the Elevator & Escalator (E&E) Market share in Australia.
LPL is not well known among the construction industry.
LPL has a good reputation in 3rd party maintenance service and high profits in that area.
LPL has a highly professional and skilled Executive Management Team.
LPL is the largest privately owned lift company in Australia.
The key Marketing Objectives:
To raise brand awareness in 80% of the target market over the next 12 months.
To retain customer loyalty in 3rd party maintenance and increase sales by 30% over the
next 2 years.
To increase profit margin by 5% by reducing overhead costs over the next 12 months.
Based on expert opinions from government bodies, financial statements from the elevator
companies and collecting primary data via phone, an action plan has been recommended and
suggestions on monitoring the plan have been made with a view to achieve the marketing
objectives.
The total cost to implement the action plan will amount to $107,500, however, upon successful
completion of the action plan, LPL will have increased sales, increased profits and most
importantly, LPL will have increased brand equity and will have built strong, long-term
relationships with its customers; which will lead to an impressive return of investment in the years
to come.
2. 4. SWOT Analysis
STRENGTHS
Highly skilled management team
Steady growth rate
Good relationship with existing customers
Quality service maintenance
Approachable sales team
Low turnover of employees
Good employee incentives (company car)
WEAKNESSES
Strong focus on product rather than customers
Weak brand equity
More expensive than competitors
Heavily dependent on external suppliers
High level of uncertainty with Chinese trade
Weak monitoring methods for branches outside NSW
No staff rewards for new sales
No activities for staff bonding
Heavily dependent on ‘old school’ ideology
Victims of Marketing Myopia
Poor website deterring potential customers
OPPORTUNITIES
Utilise the diverse skills of management
Target existing customers with a view to raise brand equity and increase sales
Appoint a Client manager to retain customer loyalty
Reassess profit margins in order to increase number of units
Reassess overheads to reduce costs and increase profits
Create value by building long-term relationships with customers
Retain relationship with government bodies with a view to engage in multimillion dollar
projects
THREATS
Competitors cheaper prices
Change in foreign trade
Supplier loyalty
