We are planning to re-launch Massey Ferguson’s Forage Harvester with the self propelled features called Self-Propelled Forage Harvester. The model name will change from MF FORTIA to SP FORTIA. The reason behind the re-launching is that the Self-Propelled Harvester used extensively for the harvesting of forage maize which is used as complement grass silage for the feeding of livestock in winter. And as we are aware of the fact that the Forage maize grown 100,000 hectares annually mainly in the south region of UK. Last year, the sale for Self-Propelled Harvester was 150 units and this year unit sales exceed this number. And in future it is expected to increase with more intensity. So in order to grab this opportunity, we need to have harvester in this category (Self-Propelled) and specially to be introduced in the South Regions of UK which are South East of England and South West of England. So this report focuses primarily on the Re-launch of Massey Ferguson’s Self-Propelled Harvester in UK (especially in Southern Region). The marketing strategy which will be used is Focus Cost1. The reason adopting this strategy is that Massey Ferguson is new in this category (Self-Propelled) so in order to penetrate in this market, we need to emphasize more on increasing market share so the only way to do this is to concrete more on Sales bracket not on profit.
The primary marketing objective is to aim for 10% market share in Self-Propelled Harvester sector in a first year through the sale of about 15 units. The primary financial objective is to achieve Breakeven Sales level in the first year.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Current Situation
- Company Analysis
- Customer Analysis
- Competitor Analysis
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report focuses on the re-launch of Massey Ferguson's Self-Propelled Forage Harvester in the UK, specifically in the Southern Region. The primary marketing objective is to achieve a 10% market share in the Self-Propelled Harvester sector within the first year by selling approximately 15 units. The primary financial objective is to reach breakeven sales levels in the first year.- Re-launch of Massey Ferguson's Self-Propelled Forage Harvester in the UK
- Focus on increasing market share in the Self-Propelled Harvester sector
- Implementation of a Focus Cost strategy to penetrate the market
- Analysis of the UK agricultural machinery and equipment market
- Competitor analysis of key players in the Self-Propelled Harvester market
Zusammenfassung der Kapitel (Chapter Summaries)
- Executive Summary: This section outlines the re-launch strategy for Massey Ferguson's Self-Propelled Forage Harvester, highlighting the market opportunity and the primary marketing and financial objectives.
- Current Situation: This chapter provides an overview of the UK agricultural machinery and equipment market, including its revenue, import reliance, and growth trends. It specifically addresses the sales of Self-Propelled Harvesters, emphasizing the market's potential for growth.
- Company Analysis: This chapter examines Massey Ferguson's position within the UK agricultural machinery market. It highlights the company's declining market share and the need for strategic initiatives to regain competitiveness. The re-launch of the Self-Propelled Forage Harvester is presented as a key opportunity to achieve this goal.
- Customer Analysis: This chapter analyzes the buying patterns of customers in the UK agricultural machinery market. It identifies two distinct customer profiles, highlighting the importance of price and quality in their decision-making processes.
- Competitor Analysis: This chapter examines the competitive landscape of the Self-Propelled Harvester market, focusing on key players such as John Deere, New Holland, Claas, and Krone. It assesses their market share and competitive strengths.
Schlüsselwörter (Keywords)
This report focuses on the marketing strategy and plan for the re-launch of Massey Ferguson's Self-Propelled Forage Harvester in the UK. Key themes include the UK agricultural machinery market, the Self-Propelled Harvester sector, market share, Focus Cost strategy, competitor analysis, and customer buying patterns.- Quote paper
- Junaid Javaid et al. (Author), 2012, Marketing plan and Strategy for the Relaunch of Massey Fergusson’s Forage Harvester, Munich, GRIN Verlag, https://www.grin.com/document/267427
