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Wh Plastics

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Wh Plastics

  1. 1. W.H. Plastics Inc.
  2. 2. Situation Foreign exchange Chinese competitors Increasingly global marketplace All eggs in one basket 74% of sales from one customer
  3. 3. Average Monthly Exchange Rates 1998-2008 1 0.9 0.8 0.7 0.6 0.5 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 1 $ Canadian = x $ US
  4. 4. WH Plastics Decision process is controlled (Family business) Centralized focus on R&D and operations Extensive product line Global presence in a variety of industries Customized, high quality, and service oriented
  5. 5. Industry Widespread use Highly competitive Production efficiency is one of few differentiators Corporate social responsibility; Green, recycling High density of production facilities Technology costs and upkeep are expensive
  6. 6. Your Customer Appliance sector Speed Price Quality Aerospace and Military Durability Quality Automotive Timely Price Quality Volume Customer service The mould gives the customer the upper hand
  7. 7. Problems New customer and target market uncertainty Exchange rate makes WH less attractive to US customers Downsizing Lack of Chinese market know-how Uncertain expansionary path
  8. 8. Target - 9% profit margin 2006: 3% 2007: 5.1% 2008: 7.5% ??? 2009: 9% ??? Stable costs ---> Drive new revenue
  9. 9. “The best marketing is education” - Regis McKenna
  10. 10. Trade shows Attend trade shows globally Demonstrate physical superiority of WH products Build network in the community Gain insight into future trends Estimated annual cost = $100,000
  11. 11. Online Presence Target the most likely customers Cost Per Impression (CPM) Cost Per Click (CPC) Purchase Rate Traffic weighted budget
  12. 12. Supplier Agreements Exclusivity contracts with discounts Referrals Sourcing low value-added parts from China
  13. 13. Month 3 6 9 12 15 18 21 24 Develop list of keywords Interview for trade show delegates Look for agent in China Implement initial online ads Attend trade shows Monitor and adjust budget

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