Running head: MAKERBOT MARKETING PLAN 1 MakerBot Marketing Plan Anthony Sabala Glenn Rivera Brandon Samuels Tonya Peart Keller Graduate School of Management Marketing 522 Dr. Timothy Schauer 27 March, 2015
Running head: MAKERBOT MARKETING PLAN 2 Executive Summary The development of 3D printing is nothing new, as it has been around since 1982 however most recently it has been thrown into the spotlight with several startups, most notably MakerBot. Three-dimensional printing, which is also known as additive manufacturing, is the process of using specific additives that form solid objects of virtually any shape from a digital model. Our company, MakerBot, is a leader in producing 3D printers, and from the very beginning MakerBot’s goal was to produce a small sized printer which was capable of providing exactly what the consumer wanted, an affordable printer in which the average consumer whether it be the Millennials or the Baby Boomers, could be purchased along with idea that it could be operated with ease and with the same capabilities of a much larger 3D printer. MakerBot has established itself as the leading pioneer of 3D printing by virtually having the capabilities to print anything that can be imagined, from the parts of a bike to the parts on a washing machine. The market for 3D printers in not limited to major corporations and the do-it-yourself enthusiast, but it can also be found in the medical field. Recently surgeons successfully used a 3D printed model of a heart to study the heart defect of a 14 month old boy and saved his life (Hruska, 2014). The name of the company in which manufactured the 3D printed model? MakerBot, again showing the 3D market why it is leading the way with one of its many model’s and the versatility available for 3D printing. MakerBot has grown to be the global leader in desktop 3D printing. In 2009 MakerBot had a 16% market share of all 3D printers industrial and personal till the end of 2011. In 2011, MakerBot held a 21.6% market share and as of 2012 and to date MakerBot now estimates holds 25% of the market share of the overall 3D printers market (MakerBot, 2015). The market for MakerBot 3D printers appears to be on the rise, and now with putting its footprint in the medical field by printing 3D model of a heart, the possibilities for printing models of other
Running head: MAKERBOT MARKETING PLAN 3 body organs are endless. MakerBot appears to be on the verge grabbing a larger share of the 3D printer market. Introduction MakerBot is on the verge of grabbing a much larger share of the 3D printer market, having been founded in 2009, by Bre Pettis who was a middle school teacher and partnered with Zach Smith and Adam Mayer they then created a 3D printer for the masses. The company currently has 500 employees with the price of its printers ranging from $1,400 to $6,500, it should also be noted that in the first half of 2014 the sales for MakerBot hit $54.2 million.
- Spring '12
- Inkjet printer, Fused deposition modeling, Additive manufacturing, Desktop manufacturing, makerbot