AIRPACKS

HISTORY
Airpacks was founded in 2005 in Boulder, Colorado. Beginning with just two audiocassette storage cases, we helped to create and expand the growing field of audio storage. Since then, weve continued to develop exceptional products to organize and transport ever-evolving technology. For those who carry any of the most popular laptops from small to almost-too-big-to-be portable, theres a Airpacks sleeve, attach, briefcase, messenger or backpack to fit and protect with confidence. And Airpacks continues to simplify peoples lives with a wide range of cases to transport CDs, DVDs, hard drives and the latest portable electronics. Airpacks is a global company with distribution in over 21 countries. Our worldwide headquarters are based in Longmont, Colorado. We have regional sales, marketing and distribution offices in Hong Kong, Japan, Belgium, France, Germany, the Netherlands and Spain. We have distribution partnerships within Canada, Latin America, Europe, Africa, the Middle East and the Asia Pacific region. This year, Airpacks celebrates its 8th anniversary. Today, Airpacks offers more than 100 innovative products as an industry leader committed to developing and delivering intelligent organization solutions for the ways people live. The company continues to create unique and intuitive products designed to transport, organize and protect everyday essentials. Today, Airpacks develops and distributes portable and home storage accessories for CDs, DVDs, portable electronics, laptops, cameras and camcorders, automotive organization, and travel essentials to customers across the globe.

BUSSINESS MODEL
Consisting of 10 owned and operated manufacturing facilities and various third-party suppliers throughout the world. The company takes advantage of its global sourcing capabilities by opportunistically buying products from various countries when their product costs or exchange rates are particularly favorable. This company wants to capture market by designing new models of bags. This company will build a global power brand through its business in bag model. Now company focusing on backpacks and case of laptops. We are going to spread our model in different variety of bags, such as office bag, sport bag, or casual. Also we offer bags for IPod, I pad, and other gadgets

Vision & Mission Vision

worlds popular laptop bag. we established three primary financial goals: increase sales, grow gross margins and generate improved cash flow. developed a new brand.

on the path to becoming a globally recognized innovation, quality and style leader .

Mission
to create reliable, durable, top-quality products. To provide an answer to the consumer's needs for high quality bags A tradition of innovation

Airpacks brands will be established in new markets by investing in creative advertising programs that make those brands into inspirational objectives foe millions of new consumers.

Marketing Highlights
Airpacks wants to expand their activities by designing new models of bags instead of backpack bags. Airpacks will build a global power brand not just in backpack bags so we are going to spread our model in different variety of bags, such as office bag, sport bag, also offer bags for Ipod, Ipad and other gadgets. And the objectives of it is to boos Samsonites marketing efficacy. And involve more costumer segments.

Value Proposition:
A wide range of products, enhanced with value added services to meet varied customer requirements.

Market Share:
To launch Airpacks first television advertising To enhance Airpacks.INC consumer experience

Market strategy
continue to develop exceptional products evaluates the possibility to enter into additional categories Agreement with non-retail websites

Prospects

Continue to gain market share Introduce new and innovative product designs Improve the efficiency and effectiveness of the companys supply chain and global distribution network Increase the companys investment in R&D

OPRATION HIGHLIGHTS
The bag group strategic goal is to continue to strengthen our position as one of the outdoors goods companies in the world strengthen our position in the bag segment with a broader offer in both urban and outdoor environment.

Internal Process Reinforce the expertise and uniqueness of our technological base Sell our solutions and services Guide our programs Ensure our services to the Customer Ensure product and core business excellence

Supply Chain
Drop-Ship model (85% of orders) pros: Pros: No cost to house inventory( rent, insurance,etc.) vendors get increased customer base and brand awareness. Cons: Must have good relationship with vendors Harder to problem solve customer service issues between Airpacks website and vendor
Higher percentage of profits goes directly to Airpacks. Can capitalize on cost conscious customer base.

Speculative Inventory Model(15% of

order)

Cons:
Must pay for the warehouse Are vulnerable to inventory obsolescence

SWOT ANALYSIS
Internal and Eternal analysis
Strengths: An international brand sensation Particular brand culture Innovative product design With leading technology development ability and also well product quality Marketing both online and offline Weaknesses With high features of specialty of the product Almost high products price Weakness on the level of marketing of channel manager

Opportunities Strength the brand awareness Develop new functional products which are more suitable for Chinese market Fashion meets performance

Treats
The competition of other brand Sham products and illegally bidding Having a better business cooperation with domestic agency, build complete commercial contract

Future Trends & Developments

Advance Material Research & Development (R&D) Innovative Design & Construction Laboratory Tested & Expedition Proven

Assessment Of Industry Attractiveness

Competitive Rivals
We are going to compare Airpacks to the following two brands: Jansport. And Patagonia. Patagonia and Jansport are in the same category of outdoor lifestyle brands and we try to go ahead of them by spread our brand in the world and develop our special gadgets bags like ipad,ipod,iphone etc.

Positioning:
we able to set aside our product from our competitor by giving the customer different various of design and textures for their everyday adventure with affordable price. We continue to innovate and build functional gear that fits you and your life.

Targeting
We want to know the costumer needs, behaviors and desire.

Company Attractiveness
It is very durable Its Capacity It is Stylish It has a lot of colors It consider your safety

Assessment Of Current Business Strategy

The company believes in creating new and exciting products to maintain long-term customer relationships and keep their brand at a great and trustworthy position. And as they stand strong by their motto Never Stop Exploring, they have established a brand that provides a sense of power and emotional connection

Core Values & Essence: (Long-term Plan)

Airpacks touches customers emotionally and by satisfying their technology thirst. Every product created is made with the thought that each consumer is an explorer and they require a product with high quality

Vision, Mission & Goals of the company

Mission Statement
Airpacks seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling.

Vision Statement To become one of the worlds popular laptop bag company. Goal of the company
The Brand is Our Touchstone Customer Satisfaction is Paramount. Integrity is Our Way of Life. Innovation Drives Winning Performance.

Overall Business Strategy & Supporting Strategies

Business Strategy
Freewheeling Opportunism Differentiation Incremental planning approaches Horizontal Integration Strategy Existing Product Diversification Strategy

Supporting Strategy
Promotion Strategy There are four rules: 1. Aim 2. Target 3. Media 4. Competitors

MARKETING STRATEGY AND TACTICS

MARKETING STRATEGIES:
Advertisements
Promotions long-term plan Recognizing Changes.

Market Expansion Grid. Market Product

Existing Markets

Existing Product
Improvement of bags, adding more pockets and durability of the product. New comfort technology

New Product
New design bags, improving raw materials, Bags for gadgets.

New Markets

Schools, Institutes, Provinces

Offering official school Bags for some schools. Adding some icons. Events and Bizarres.

Goals and Annual Objectives (next 3 years)

Goals
As people are mostly influenced by the quality of bags and their design, so Airpacks bag manufacturing company will use high level of technology not only to influence regular customer but also the students of colleges and universities.

Planning Assumption:
capture the 40% market share open its outlets at different places ensure the best utilization use the billboards for the advertisement introduce the online purchasing system

Objectives:
1.Financial Objectives
2.Marketing Objectives 3.Social Objectives 4.Customer-Oriented Objectives

Marketing Mix 4Ps

1.Product
Product Variety:

3.Promotions:
Plan programs and special events Advertising being involved in activities like Bazaar or Fair Communication Skills Blog and Social Network

School bags Hand or Pouch Bags Sling Bags Varsity Bags Backpacks Messenger Bags

Future product: Laptop bags Gadget bags

4. Price:
Wholesales price would be 200 in province while in manila area would be range of 250 to 300.

Place:
Accessible

Implementation and Control:

Implementation
Giving specific tasks and timelines to individuals and groups: 1. Trained people- use their unique skills and abilities 2. 2. Sufficient time and money- be allocated to the project 3. Management- communicative and ready for meetings with weekly updates. 4. The technology and management systems necessary to track progress 5. The workforce- comfortable with the plan and motivated to succeed.

Controlling
Compare actual progress against the standards. Corrective action (if any) is then taken. If corrective action is taken, an investigation will also need to be undertaken to establish precisely why the difference occurred Different Market share analysis of bag distribution. Sales bag Analysis Quality control of the machine, like sawing machine and some shaping machines. Budgets the materials needed. Ratio analysis, controlling the financial statement. Marketing research, looking for new innovation and possible opportunity areas Feedback from customers satisfaction surveys. Improvement factors for us bags Cash flow statement Customer Relationship Management. Giving important to our loyal customers Location of buyers and potentials buyers. Identify impact areas like provinces. Activities of competitors to aspects of your plan. Technology changes, different lifestyle bags.

Finance Strategy and Tactics

Finance Strategy
1. 2. 3. 4. Having import supplies. Using Second hand machines Expanding strategy Investor

Goals & Objectives (next 3 years)

Goals
1. 2. 3. 4. 5. To strive in consistently providing exceptional service To aggressively pursue to source and develop cost-effective solution To be acknowledge as a valued and trusted partner To continue to empower our employees To be committed to give priority to health and environment.

Objectives
1. To expand the business aggressively and offer above-average returns to shareholders. To become the leading, innovative systems company within the local market segments and global market segment.

2.

CONCLUSIONS & RECOMMENDATION

Although the Airpacks is a popular, well-known brand with a loyal following, the company can make improvements in the following areas: improving marketing communications for their innovative product technology, expanding product offerings to include casual bags, gadget bags etc. and they can also create a more structured community outreach program to improve their relationship with their most loyal customers. Implementing these new initiatives is crucial for the company to stay competitive in the weak economy against cult brands like Patagonia and Jansport. All their competitors differentiate themselves with product technologies unique to each company. And all competitors are well established in their respective niches, have hugely loyal followings and all have company cultures that other companies can only dream of. Thus, implementing this brand plan will help them improve their relationship with existing customers, target and attract new customers and strengthen the overall brand identity.