Group 11 MKT 2210 Project

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University of Manitoba *

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2210

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Marketing

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May 15, 2024

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One-Year Marketing Plan for Saggu Industries Amitpal Saggu Abraham Shakeel Nitish Soni Course No: MKT 2210 Section: A05 Dave Kernaghan Date: March 14, 2024

Executive Summary Specializing in customized manufacturing and repair services, Saggu Industries is a machine shop company in Winnipeg, aims to become customers one-stop solution. Saggu Industries was established in 1986 and currently holds more than 37 years of experience in the field. Knowledge and experience make Saggu Industries as a reliable partner for all manufacturing and general repair needs. We found out key problem as lack of local presence and engagement. According to our recommendation, the organization should start brand awareness campaigns in order to boost its exposure in the geographical region in which it operates. Company Description Saggu Industries is a machine shop situated on B2-1161 Fife Street, Winnipeg, MB, R2X 2N3. The organization provides customized specialized services to accommodate the requirements of its various consumers. The General Manager, Mr. Maninder Saggu provides insight into the dual focus of the organization during the interview. In the first aspect, the organization focuses on manufacturing. The primary objective is to create customized components based on specific client needs. This involves implementing modern machining techniques such as turning, milling, drilling and welding to ensure that each item meets precise requirements (M. Saggu, personal communication, March 11, 2024). The emphasis of this part of business is always on providing customized solutions that address the specific requirements of customers, whether if it is a one- off prototype or a mass-produced item. In the second aspect, the organization focuses on general repair. The repair services in the business include a wide range of actions focused on restoring functioning for different components. This involves welding to repair damaged parts, machining

to refine components, milling to reshape surfaces and other processes as required (M. Saggu, personal communication, March 11, 2024). General repair includes a broad range of activities focused on towards achieving top performance, such as repairing damaged components or addressing issues caused by regular wear and tear. Existing Strategic Plan/Focus The long term vision of the owners is to establish themselves as a reliable and trustworthy partner for all their customers, as well as to become the one stop shop for all kinds of manufacturing and repair needs. Within the province of Manitoba, the owners have a goal of expanding the organization to the point where Saggu Industries becomes the single contact for all manufacturing and general repair needs. Existing Situational Analysis After doing internal and external research, we concluded that the organizations SWOT analysis is outlined as follows: Strengths : The organizations biggest strength is their experience. The organization has been serving community and its industry for more than 37 years. All the employees at Saggu Industries have at least 26 years of experience, which boots the company’s working efficiency (M. Saggu, personal communication, March 11, 2024). Experience and knowledge of employees is one of the biggest strengths of the organization.

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Weakness: The business recognizes certain flaws, most notably the significant beginning costs and high entry challenges. The initial investment necessary for equipment, technology and trained labour is huge, which presents a problem for the business when it began its operations. Additionally, the industry's high regulatory standards and the need for specialized expertise restrict organizations entrance into the different market. Opportunities: There are a lot of opportunities available to the organization because lot of machine shops are closing due to the lack of skilled employees and young workers today do not want to enter this field (Saba, 2022). According to the General Manager of Saggu Industries, most machine shops in Winnipeg are operated by people who are over the age of 60. Eventually, all those people will retire and those machine shops do not have any new generations joining them. As a result, the organization does not have the next person who can hold it and run it. The fact that Saggu Industries is a family-owned business in which every member of the family is actively engaged and have knowledge & experience, which is being transferred generation by generation, presents an opportunity for the organization. Threats: The industry in which the business currently operates under requires theoretical and practical knowledge in Manual and CNC machining. In today’s world most of the youth is directing towards IT or other fields. Which reduce the scope of youth employment into this industry and this becomes the biggest threat (Lajoie, 2009). After doing research, we concluded that the organizations 4P’s are outlined as follows: Product: Saggu Industries provides a wide range of manufacturing and general repair services, including customized production, fabrication, welding and other forms of metal work.

Price: At the moment, Saggu Industries sustains a rate of $100 per labour hour, which covers for the pay of employees, the overhead costs of production, the administrative expenditures and the profits. The breakdown of costs is as follows: $50 for the pay of employee, $15 for manufacturing overhead, which includes indirect labour, supplies that cannot be easily monitored, utilities, rent and more, $15 for administrative expenditures which includes administrative and advertising expenses, $ 20 in profit. The organization offers its customers across the industry cost-effective services and solutions of the highest possible quality and level of service. Promotion: Saggu Industries is currently performing website SEO with the objective to establish itself as the dominant company on the global web. Place: Saggu Industries is currently situated in Inkster Industrial Park, which is one of the biggest industrial parks in Winnipeg. This park is comprised of a variety of manufacturing and industrial facilities that are always in need of repairs. Proposed product/service focus In order to achieve owners’ vision we purpose brand building focus which can be achieved by setting up the brand awareness campaigns which will boost organizations exposure in its geographical region. We think that the organization should firstly saturate its current geographical region before expanding to different locations. The brand awareness campaigns should include task specific topics, community engagement context and the organizations capacity. Potential customers will have a more favourable perception of the organization as a result of these campaigns. The organization can enhance the possibilities of customization in

order to produce components that are precise and customized to match the specific needs of customers, whether they are for prototypes or mass production. Proposed Marketing strategy Saggu Industries can implement a client-oriented approach that includes hyper personal solutions and long-term relationships built on trust and confidence. Using branding strategies, the organization can establish credibility and trustworthiness in both the manufacturing and repair services by emphasizing their expertise and proficiency. Client-oriented approach and branding strategies can enhance organizations performance. These approaches and strategies will expand the customer base and help organization in becoming the industry’s first option when it comes to repair and manufacturing services. Proposed Marketing Mix To achieve the owners’ vision, the 4P’s should be modified as follows: Product: Introduce new levels of service quality and customization in order to exceed customer expectations. Price: Develop a new pricing model that aligns with the value proposition mixing competitiveness in the market while maximizing profitability and not minimizing quality. Place: Participate actively in the different networking events, which will increase the organizations accessibility making it possible to reach the greater audience with varied needs.

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Promotion : Create digital promotional campaigns about specific topic with the testimonials of customers to build trust and to draw attention of the new customers. By using topic specific campaigns the organization can enhance brand reputation and represent themselves are knowledgeable, reliable and trustworthy partner in industry of repairs and manufacturing. By aligning the product/service focus with the marketing strategy and further refining the marketing mix, Saggu Industries can strengthen its market position, attract a wider customer base, build trust and establish itself as a top choice for repair and manufacturing services in the industry. Financial projections The organization should start brand awareness campaigns. For the best possible results, the organization must spend $3,000 each month on advertising + $4,000 each month in employee salary. This will increase organizations operating expense by $7,000 per month. The organization will be able increase its local presence with the help of these campaigns, which will also result in a rise number of new potential customers and inform existing customers about the existence of the organization. The organization will start seeing results after 5 months of launching campaigns. In total the organization has to spend total $35,000 before seeing additional sales. Implementation Plan In order to begin brand awareness campaigns, organization should hire advertising professional to develop and execute advertising campaigns. The organization can hire the professional by

putting up a vacancy for advertising professional who has knowledge and at least 10 years of working experience in the advertising field. The experience from the person heired will help organization in maximizing its advertising resources and fully use them without wasting any resource. Monitoring and Evaluation The owner should monitor the sales after launching campaigns, screen the impact of social media on the resulting sales and monitor the profits from advertising campaigns (Cost/benefit analysis).

Interviewee’s Information Name: Mr. Maninder Saggu Position: General Manager Phone Number: +1 (204)504-7111 Email Address: office@sagguindustries.ca Date of Interview: March 11 th , 2024

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References Lajoie, D. (2009, October 24). Skilled trades shortage feared despite economic downturn. Winnipeg Free Press. https://www.winnipegfreepress.com/business/2009/10/24/skilled- trades-shortage-feared-despite-economic-downturn. Saba, R. (2022, October 25). Canadian economy lost almost $13B due to manufacturing labour shortage. Winnipeg Free Press. https://www.winnipegfreepress.com/business/2022/10/25/canadian-economy-lost-almost- 13b-due-to-manufacturing-labour-shortage-report .

Group 11 MKT 2210 Project

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