Case study, Book: Marketing Management Author: Robert e. Steven

1. Welcome To Our
Presentation

2. Now you are with….
Md. Iftekhar Rahman
ID 20-188

3. Group Profile
Name ID Remarks
Mehedi Hasan 20-086
Sadhan Kumar Barman 20-094
Md. Masud Rana 20-146
Md. Iftekhar Rahman 20-188
Md. Golam Rosul 20-48
Md. Saiful Islam 20-104
Md. Al-Amin 20-184
Md. Rayhan Kabir 20-108
Juwel Rana 20-80
Md. Shahad Hossain 19-270

4. Our Presentation Topic Is on
Case Study of
Superior Electrical Contractors:
Residential Services Division

5. Superior Electrical Contractors
Superior Electrical Contractors, Inc. has been providing Commercial, Industrial and
Residential electrical service since it was founded in 1976. It has been family owned and
operated since its inception.
With its commitments to excellence Superior Electrical Contractors, Inc. has
demonstrated a level of performance that has made it one of South Florida’s leading
electrical contractors, with expertise in a wide range of projects and services ready to
accommodate almost any demand. It is this versatility that has allowed Superior
Electrical to be a vibrant part of this community for over three decades.

6. Electrical Services
Superior Electrical Contractors Inc. Is geared
to handle any size electrical task weather
large or small, home or business. Our
services include but are not limited to the
following:

7.  Home Automation
 Emergency & Standby Power/Generator Sales
 Surge Protection
 UPS Systems
 Complete Rewiring
 Electrical Inspections
 Commercial Maintenance
 Trade Show and Events
 Fire Alarm
 Security Systems/Cameras
 All types of Electrical Repairs & Services

8. Introduction
Nonprofit organizations also use marketing
plans to guide their fund-raising and outreach
efforts. Even government agencies develop
marketing plans for initiatives such as building
public awareness of proper nutrition and
stimulating area tourism.

9. Current Marketing Situation
Bell Jim began superior electrical contractors eleven years ago
and its primary service was electrical wiring of commercial
buildings. Electrical contracting services had accounted for 70
percent of sales with the remaining 30 percent comes from
sales and services of heating and air conditioning units.
Superior Electrical Contractors grew from a sales volume of
less than $100,000 in the first year to over $900,000 within a
period of four years. Years six through nine showed sales
figures holding consistent at around $1 million; however, as
the state’s economy faltered, sales volume declined. In the last
year sales declined 37% and the year before those sales
declined 20%.

10. Market Description
Electrical service market consists of wearing
of commercial buildings, residential buildings,
residential and commercial air conditioning
units and heating units.

11. Now you are with….
Mehedi Hasan
ID 20-86

12. Company review
The company is a service company. So its product is
service.
Companies electrical service division is prepared to
handle any size job, from small installations in your
home to major residential and commercial jobs.

13. Since it's inception Superior Electrical Contractors Inc. has
been involved in the construction of all types of commercial,
industrial and residential projects. We specialize in the
complete electrical installation for schools, healthcare facilities,
apartment buildings, governmental projects, sport complexes,
prisons, D.O.T. projects, design-build projects, and more.

14. Competitive Review
The companies market is very competitive. The company have to
bid for getting contract. So cost estimation is very necessary
here. Here Jim bells have superior competitive advantage over
his bidders.Competitive advantage of Jim Bell:
1)Development of computer application
2)Estimation of cost accurately on an average of 98%
3)Getting the contract for accurate cost estimation

15. Summary of Sales
Last year, sales declined 37 percent and the
year before those sales declined 20 percent

16. Now you are with….
Md. Masud Rana
ID 20-146

17. SWOT Analysis:
Strength
Market share: Superior Electrical Contractors
has retained their superior market share with
which it made expected profit before last three
years so using the same market share the
company should make minimum profit.

18. Software Development: Superior Electrical
constructor’s owner, Jim Bell, developed a
computer application to assist in preparing in
cost estimates that help him assist a 98%
average accuracy on the job cost estimates

19. Weakness
Lack of Promotion Awareness: The Company has
enough lacking of promoting their business than the
competitors

20. Market segmentation: According to the case the
company stays in medium sized city in south and
targets only the customer holding commercial
buildings and a very little attention to residential
building’s customers.

21. Differentiation of Service by Competitors: The
competitors have developed their business by
providing various types of services for home
owners where Superior Electrical Constructor is
providing less than the competitors.

22. Now you are with….
Md. Shahad Hossain
ID 19-270

23. Opportunity
Expansion of Geographic Area: The Company
can expand its geographic area where there
are a number of commercial buildings and
residential buildings in different cities in
south.

24. Sources Of Revenue
New Sources of Revenue: The company can target
another new profitable sectors like light/fan
fixture installations, repair and replacement of
electrical switches and breakers etc.

25. Aggressive promotion on sales: In this situation
the company is really in need of aggressive
promotion as the company is in a maturity
stage. So the promotion can only retain or
increase sales.

26. Taking advantage of skilled Employees: If the company
is able to work with skilled employees the company
can reduce cost of labor, reduce wastages of materials,
etc that really helpful to company

27. Now you are with….
Md. Golam Rosul
ID 20-048

28. Threats
Increasing competition: There are many competitors in the
market. They give variety of services to home owners. They give
services in variety of ways like:
Light/fan fixture installation
Repair/ replacement of electrical switches and breakers
Sales and service of heating and air conditioning units

29. Downward Trend on Pricing:competitors gives service in
lower price. This gives lower competitive advantage to
company than competitors.

30. Competition’s Position
There are many competitors in the market. They give variety
of services to home owners. They give services in variety of
ways like:
1)Light/fan fixture installation
2)Repair/ replacement of electrical switches and breakers
3)Sales and service of heating and air conditioning units

31. Chapter 2
Objectives & Issues.
The company’s objectives is to increase market
share, promote a diversified offering to multiple
target markets, or develop more services. Whereas
increasing profitability may drive marketing
objectives such as increasing efficiency of marketing
activities and improving ROI of marketing tactics.

32. Some examples of specific objectives:
1)Increasing sales
2)Grow the number of customers
3)Increase revenue from existing customers
4)Reach break-even by end of fiscal year
5)Participate in 3 community events during the next 12
months.
6)Ensure average Returns on Investment(ROI) on
marketing activities

33. Chapter 3
Target Market Analysis
Geography, industry, business or consumer, sex, age, income, etc. The target
market could be coalesced through this type of hierarchy:
Potential market – The market area served by Superior Electrical Contractors
includes a population of 500,000 people and approximately 112,428 homes.
Information from the tax assessor’s office on the value of homes is following
table. Jim estimated that twenty percent of these homes were rental properties;
However, he was certain that the rental homes were valued under $75,000. Jim
believed that this left a large market potential for the maintenance agreement
even with the under-$75,000 homes factored out. So it will be the market which
will help the company selling more.

34. Tax assessment of Number %
0-$25000 3375 3
25000-50000 13491 12
50000-75000 25857 23
75000-100000 30,356 27
100000-125000 20,236 18
125000-150000 11,243 10
175000-200000 4,497 4
Over 200000 2,249 2
Tex Assessment of Time Values

35. Now you are with….
Md. Al-Amin
ID 20-184

36. Chapter 4
Marketing Strategy
Product Marketing Strategy The product strategy should
address the current offering, future road map, and how each
product fits the positioning and supports the value
proposition. Product marketing strategy can become very
complex in a short time. The company can modified their
services by providing the free maintains services for the
customer.

37. Pricing Strategy The first was a low price of under $100.
This low price, though, would generate very little, if any,
contribution to profit. However, a higher penetration of
homes would achieve greater exposure for Superior that
might lead to additional revenue from other services

38. Step 5 - Marketing Programs
Promotion should be designed for the target audience
using the positioning statement and value proposition
as well as the agreed upon business strategy and
marketing strategy. The promotions should support
the objectives you have previously agreed to with
your stakeholders. A promotion plan designed to
generate leads is different than a plan designed to
position the brand as thought leaders in the space

39. Step 6 - Financial Plans
All the works of marketing held constant in
financial planning. A good financial planning is
necessary for carry on promotional campaign.

40. Budgets
The company is trying to make new budgets for its
new service and advertisement.
Product life cycle
The company is making loss for two years. So it is
declining position in the break even analysis.

41. Product life cycle