june2,2011ccc (1)

June2,2011ccc(1) - Click icon to add picture Click icon to add picture Click icon to add picture Problem Statement Catfish Creek Canoe company will

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Click icon to add picture Click icon to add picture Click icon to add picture 6/8/11 Problem Statement Catfish Creek Canoe company will be making handcrafted canoes. Steve Davidson, the owner, needs to figure out a pricing plan
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6/8/11 The target market group is 'professionals with an above average income'. Is this group the best possible choice? The product is very specific, with not a lot of variation in design or materials from canoe to canoe. Can this lack of variety hurt the company? CCC plans on using magazine advertisements and an internet website as the main components of their marketing plan. What other measures can be taken to help develop Sub-issues
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6/8/11 There is no store for CCC to let potential customers preview the finished canoes. Although this is more cost efficient for a fledgling company, how will it affect the sales if there is no physical point of sale? Cedar is a prime type of wood to use when building canoes, but is on the pricier end. How does this affect the bottom line? Sub-issues con't
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Click icon to add picture Click icon to add picture Click icon to add picture 6/8/11 Marketing Analysis Objective: To make CCC competitive and grow rapidly in the cedar strip canoe manufacturing and sales industry by producing high quality canoes as a premium product and selling at a competitive price to
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Click icon to add picture 6/8/11 Selling the canoes: CCC will be operating from a rental space in the Entrepreneurial Manufacturing Generator (EMG). CCC will not have a retail space in which potential customers could visit and see the product, first hand before a purchase. Trade Analysis
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Click icon to add picture 6/8/11 Manufacturing the canoes: Maximum output: 30 canoes per year. 7 days per week required to commit to this level of production. Increased demand may facilitate stock outs. May encourage elitism of the brand. Trade Analysis cont. ..
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Click icon to add picture 6/8/11 Web site deployment: Online ordering service. Expands customer base. Increased shipping costs for items shipped to the US. May discourage international business. Trade Analysis cont. ..
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Click icon to add picture Click icon to add picture Click icon to add picture 6/8/11 The competition: Laughing Loon, Fletcher Canoes, Bearwood Canoe Company, and Nor West Canoes. 16’ – 17’ canoes also offered from these direct competitors. Competition Analysis
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Click icon to add picture Click icon to add picture Click icon to add picture 6/8/11 The competition: cont… CCC currently isn’t offering custom built canoes. Limited product range. Canoes sold on the internet range from $2,000 - $10,000 Competition Analysis cont. ..
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6/8/11 External Analysis The boat manufacturing industry is highly sensitive to economic conditions.
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This note was uploaded on 06/08/2011 for the course ECON 1006 taught by Professor Pow during the Fall '11 term at CUNY Baruch.

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June2,2011ccc(1) - Click icon to add picture Click icon to add picture Click icon to add picture Problem Statement Catfish Creek Canoe company will

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