Professional Documents
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1. Executive Summary
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2. Situation Analysis
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In order to control the emmision, the Department of Environment (DOE) as set a guidelines under
Section 36, Clean Air Act 1978 - which among others requires that Diesel Generator Sets to be
installed together with acoustic treatment system. The system shall consist of Discharge
Silencers, Intake Silencers, Exhaust Silencers and Acoustic Doors.
As an acoustic company which providing those products required by the Diesel Genset suppliers,
we are in position to provide those needs. The market is expected to grow as the requirement of
the backup power and environment awareness increases.
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Acoustic Treatment on Diesel Generator Set Marketing Plan 2010
Market Analysis
2010 2011 2012 2013 2014
Potential Customers Growth CAGR
OEM Genset Suppliers 0% 0 0 0 0 0 0.00%
Electrical Contractors 0% 0 0 0 0 0 0.00%
End Users 0% 0 0 0 0 0 0.00%
Total 0.00% 0 0 0 0 0 0.00%
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Acoustic Treatment on Diesel Generator Set Marketing Plan 2010
0
2010 2011
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100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
OEM Genset Suppliers
2.3.1. Mission
ISTIQ Noise Control Sdn Bhd is a full-service engineering company that specializes in
noise abatement for building and industrial application. Since 1995, ISTIQ has
contributed to the success of over 200 projects nationwide with its acoustical expertise.
From the noise survey of a site in Sabah, to the supply of acoustical enclosures in Penang,
and the construction of an acoustical compressor building for a nitrogen manufacturing
plant in Usan, Nigeria - ISTIQ delivers guaranteed noise control solutions - when you
need them, and at affordable prices.
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Acoustic Treatment on Diesel Generator Set Marketing Plan 2010
Control At Source
The best way to treat noise is always to do it at the source and for Generator Sets, there
are three major noise sources produce by the gensets: -
Acoustic Equipment for Noise Control treatment in the generator sets room mainly
consists of the following: -
2.3.3. Positioning
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Overall, the mix is exciting. We live in an age of growth, change, and business
revolution. The Internet offers us opportunities and threats. We need to make our dealing
with it one of our biggest strengths, to minimize our weaknesses.
2.3.4.1. Strengths
1. True expertise. All of our staff know this area very well. Our
experience and expertise is at par if not better than anybody we know
of in this particular niche area.
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Acoustic Treatment on Diesel Generator Set Marketing Plan 2010
2. ISO Certified Company. We are one of the two caompny that have the
ISO Certification.
3. Well Establish Execution System. We have a very well establish
system to deliver products reqyuiremnt in a very short time.
4. Contacts. Years of industry experience means a lot of word-of-mouth
marketing, contacts, and networking.
2.3.4.2. Weaknesses
1. Price in not competitive. Our price as compare with the next market
leader is about 15% higher.
2. Weak in Comunication. The communication between production and
sales, sometimes lead to waste of resourse i.e, manpower and
transportation.
3. Lock set problem - Acooustic Door. Unending problem on the lockset.
Pull down our margin for replacement and repair
4. Lack of Marketing Staff. We only one dedicate sale force to look in this
market. The market is big enough for at least one more sale staff.
2.3.4.3. Opportunities
1. Requirement of Fire Rate Door. Should our door can be fire rated
certified, the growth rate can be at least 10% a year.
2. Awareness of the Environment. Malaysian goverment just committed
to reduce the emission of CO2. We should look into add-on product
that not only reduce noise but the CO2 as well.
3. Oversea Market. Middle East and Africa market is growing. This
technology is still not widely use around this area.
4. Internet potential for selling products to other markets
2.3.4.4. Threats
2.4. Competition
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Acoustic Treatment on Diesel Generator Set Marketing Plan 2010
3. Marketing Strategy
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Repeat business is built on the correct strategic mix of excellence in delivery, clear
communication of promise and scope, and follow through.
Most of our competitors build on a structure that has the partners selling the jobs and new hires,
bright young people without a lot of experience, delivering. We can't afford to follow that lead.
We can use a staff to leverage some of the footwork and analysis work, but ultimately our work
must be our own.
1. To grow our sales more than 5% over during a three-year period, from RM1.8 in 2010 to
$2.3 million in 2012.
2. To significantly decrease our sales and marketing expenses as a percent of sales: from
34.5% this year to 26% by 2012.
3. To increase contribution margin from 5% to 8% over three years.
1. We need to establish ourselves as experts. This means being quoted in major trade press,
speaking at industry events, and gaining recognition. Our measurable and specific
objective is to be introduced as an acoustic experts and a reliable engineering company.
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1. We need brand-name reference clients. By the end of this year, we need three major
brand names we can cite as clients. We need to be able to reference by name and contact
phone number.
1. We need at least one client in each of four main regions. Nothern, Central, Southern and
Eastern region.
3.6. Messaging
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3.6.1. Branding
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4. Marketing Mix
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Acoustic Treatment on Diesel Generator Set Marketing Plan 2010
4.2. Pricing
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4.3. Promotion
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4.3.1. Advertising
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Milestones
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Milestones
Milestones
4.4. Service
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Sales Pipeline
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Milestones
5. Financials
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Fixed Costs
Cost
Rent or Lease $0
Professional Services $0
Payroll $0
Interest Payments $0
Utilities & Telephone $0
Non-discretionary Marketing Expenses $0
Other $0
Total Fixed Costs $0
Break-even Analysis
Assumptions:
Average Percent Variable Cost 0%
Estimated Monthly Fixed Cost $0
Break-even Analysis
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$12
$10
$8
$6
$4
$2
$0
$0 $2
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Sales Forecast
2010 2011 2012
Sales
Row 1 $0 $0 $0
Row 2 $0 $0 $0
Row 3 $0 $0 $0
Total Sales $0 $0 $0
Sales Monthly
$1
$1
$1
$1
$1
$1
$0
$0
$0
$0
$0
Jan Feb Mar
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$1
$1
$1
$1
$1
$1
$0
$0
$0
$0
$0
Jan Feb Mar
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Contribution Margin
2010 2011 2012
Sales $0 $0 $0
Direct Costs of Goods $0 $0 $0
Costs of Goods $0 $0 $0
------------ ------------ ------------
Cost of Goods Sold $0 $0 $0
Gross Margin $0 $0 $0
Gross Margin % 0.00% 0.00% 0.00%
Contribution Margin $0 $0 $0
Contribution Margin / Sales 0.00% 0.00% 0.00%
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$1
$1
$1
$1
$1
$1
$0
$0
$0
$0
$0
Jan
6. Controls
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6.1. Implementation
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Appendix
Sales Forecast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales
Row 1 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Row 2 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Row 3 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Row 1 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Row 2 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Row 3 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Direct Cost of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
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Appendix
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Appendix
Contribution Margin
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Direct Costs of Goods $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Costs of Goods $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Cost of Goods Sold $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Gross Margin $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Gross Margin % 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Name me $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Name me $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Percent of Sales 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Contribution Margin $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Contribution Margin / Sales 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
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