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their trust to cross-sell Page 21 . to open up new marketst hrought he identificatioonf sub-sectorsw here penetrationis low . to developc omplementarnyo n-hires ervicesin ordert o buildc loserc lient relationshiptsh at havea higherv aluea ttacheda nd improvest he 'valuea dded' contribution . to maintainp roducte xpertisei n ordert o buildc ustomerst' rust and customer retention . to positiona nd promotet he brandi n an effectivew ay and ensuret he organisation is at the forefronto f respondingto the futured ynamicsa ffectingt he industryf rom a customer,s uppliero r legislativep erspective . to employ a large direct sales force in order to understand customer needs and theirc hallengesa, nd providet he flexibilittyo respondt o changingd emanda t a local level . to playa leadingr olei n the continuedc onsolidatioonf the industry . to be a promoter and leader in product and service innovation. Company Development through Marketing In an industrys ectort hat has alwaysb een undifferentiatedS,p eedy Hire has developed an interestingd ifferentiatiosnt rategyb asedo n particulara reas that are generally overlookedS. peedyH ire operatesi n a rapidlyc ommoditisingm arket.T here area huge numbero f hirec ompanies,o fferinga similarr angeo f equipmenta t competitivep rices.A numbero f accountsa re typicallyt hrough' spoth ire'( one-offh ire)a nd there is no real differentiationb etweenh ire companiesa t the nationala ccountc ustomerl evel.T his led to huge margine rosionw ith the adoptiono f an aggressived efensivep ositiont o maintain key accounts. Clearly the company needs to develop a market position that will create longt erm sustainablec ompetitivea dvantagea, nd to differentiateit selff rom the competitionb, ringingi t closert o its customersa, nd redefiningit s relationshipsa nd business offers. Hence it aims to: . builda positiona s the UK's numbero ne hirec ompany . penetraten ew markets egments( outsidet he constructions ector) . differentiatet he offer. The marketingo bjectivesa re to: . position Speedy Hire as the UK's number one hire company for health and safety - differentiatingit selff rom the competition . builde nd customers'a warenesso f the new regulationsa nd their consequencesin terms of employee health and well-being . build increased business in terms of new products, more volume, and more customers,b y targetingp rospectso utsidet he constructionin dustry . 'p?iott he town red' by placingc ommunicationm aterialsi n Speedy Hire's corporater ed colours trategicallyth roughout he country. The company has decided that a major area of concern is safety. Safety is generally overlookedi n a marketw here,f or instance,c ontinuousu se is made of vibration equipment. How to make tools safer and less harmful to long-term health became a |
