Insulspan
I. Executive Summary:
As a manufacturer of technologically advanced building supplies that are not widely used, PFB Corporation and its subsidiary Insulspan Corp. face a problem similar to that of companies offering a new product. That is to create awareness, subsequent interest, and hopefully desire and action to propel their product (Structural insulated panels – SIPs) to the growth stage of the product life cycle. A brief analysis of the external factors that pertain to PFB Corp. and its offering of Insulspan SIPs, reveals a potentially large motivated North American market with considerable spending power that has not been saturated by competition. The analysis of PFB Corp. and its current marketing strategies indicate that they are financially strong, have well established production facilities, and are positioned to take advantage of future growth opportunities. However, although the marketing strategy implemented is solid, it has not been effective and is not focussed on product awareness. Considering the strengths and weaknesses of the internal operations of the company and the opportunities and threats present in the market, there are several alternative courses of action for the company to consider. The first alternative would be to invest in various forms of promotion and advertising directed at end consumers to create a pull strategy of demand. The second alternative would be international expansion to ensure adequate demand. The third alternative and recommended course of action is to implement a new marketing strategy concurrently with the existing, which would increase the focus on awareness through various forms of promotion and advertising, as well as form strategi ...