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Marketing Strategy at Cromo Industries ltd - Term Paper Example

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This market report contains a discussion and analysis of the marketing plan for Cromo Industries limited, a manufacturer of soaps and detergents for home use. The report is based on the information gained from in-depth interviews of the marketing manager and market analyst of the company…
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Marketing Strategy at Cromo Industries ltd
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Download file to see previous pages The company is a privately owned organization and it employs around 100 employees in its various departments and factories. The company has an annual revenue of $15,70, 000 in the year 2009 and is expecting to increase it by 5 percent in the year 2010. Cromo was established with the following aims and objectives in mind:
Cromos states its mission as “serving the home washing needs of the customers” and its main objectives include obtaining a leadership position in the local and the regional market. The company currently supplies to the dealers and retailers in the New York State but has a long-term objective of expanding into more states.
It can be seen from the above figure that the owner of the organization, is Mr. Allen Scott who is also the MD. All the decisions related to manufacturing and marketing are ultimately reviewed and enacted by the MD. Next, there are 3 general managers - GM administration (Adams, P. Mann), GM production (R. Behel) and GM marketing (Mebtlek K Shane). All the three general managers directly report to the MD and in turn look after their own individual functions. The production general manager takes a report from the operations managers and the purchase managers. The GM administration is responsible for the HR manager and the administration in charge. The GM marketing looks after the sales, marketing, and media planning for the company’s diverse products and takes reports from the marketing manager and media planner. The next level of employees consists of the production employees, the administrative employees, and the sales team.
The marketing department has two different sales teams, one of which targets the retailers and the other targets the customers.  ...Download file to see next pages Read More
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