Marketing plan

I - DIRECT MARKETING REVIEW

1. Situation Review

The Ace Electrical Ltd has a number of independent retail electrical shops in the Greater London area. The company has been trading for seven years, and has built up a good reputation for reliability and meaningful service.

During the past six months, orders received from stores have been falling, the main reason is that larger competitors have been cutting their price with the result is a number of existing stores have switched to ordering from other suppliers.

The company has recently been considering alternative approaches, also keen to expand geographically, continuing to focus on the Greater London area but also to include the South East of England.

2. Description of the Market for our Product or Service

a) Size and scope

What is happening in the appliance world?
What is in store for the appliance consumer in the future?
The appliance industry and the appliances produced are driven by an explosive technology, environmental and energy concerns, the evolving appliance market and industrial globalization.

Products & Services (key note in 2010) | | Product/Services | | Small appliances | | White goods | | Water heaters | | Space heaters and other heaters | | Fans | |

Key Industry Statistics (key note in 2010) Key Industry Figures | 2010 | | Industry Revenue | *1,774 | £ million | Revenue Growth | *-.5 | % | Industry Gross Product | *437.5 | £ million | Number of Establishments | *235 | Units | Number of Enterprises | *224 | Units | Employment | *15,500 | Units | Exports | *520.5 | £ million | Imports | *2,885.1 | £ million | Total Wages | *313.2 | £ million | | | |

b) Market Trends

Small appliances market in the UK grew by 1.5% year-on-year in 2009, according to a Key Note. The Note forecast the UK’s small appliances market will grow by 10.7% by 2014.
The overall worth of the UK market was £1,774m in 2010, £976.9m