Fire Safety Case Analysis

TO Mike C ary Vice President of commercializeing FROM Cristian Oana Marketing Consultant DATE 28/01/2001 SUBJECT Pricing out breeze of future FSI crossing line. Purpose and Overview Please review the following sections establish on your trustworthy legal injury strategy and grocery store re take c are as well as future recommendations. The report contains a SWOT psychoanalysis that allow for highlight the need for a switch in set strategy from the current Value Based pricing to Price leading. FSI is the that manufacturer of the HERO line product having only one foe ( withstander) which currently holds a market package of 42%.This fact underlines our telephoner standing as an Oligopoly and allows us to lead the way in outlay determination. Summary of Past and Current Situations Self-contained breathing apparatus administrations are worn by fire and rescue personnel in gaga situations where smoke, poisonous gas or low levels of oxygen inhibit search and rescue oper ations. FSI has been the leading provider of the digital breathing apparatus system since 1990 holding a consistent charge of 1485$ per unit. Almost 100% of FSIs business is conducted with U.S. fire and rescue departments that belong to regional purchasing organizations. Contracts are one year in length with the exception of the California Region. In 2001 FSI change magnitude the worth by 5% to increase revenue. In 1995 Guardian introduced their own product line-up and managed to capture up to 42% market share. Their current cost is 1500$/unit. The challenges FSI currently faces is weather a gain increase in price will keep its current market share notwithstanding competition and maximise revenues for the future.An appropriate pricing strategy must be chosen to ensure the HERO lines life cycle. Based on the items highlighted in bold in the following SWOT analysis, a price leadership strategy is recommended. SWOT Analysis STRENGTHS * Unique product line that uses received digit al equipment. * Fire rubber eraser Inc. has a real well formal brand puddle in the domestic market * Fire Safety Inc. provides the highest quality equipment at an affordable 1560$/ unit. * Increased sales despite 5% price increase * Since Fire Safety Inc. s very winning in the domestic market it established financial resources to possibly dramatise to foreign markets * Current market situations indicate an Oligopolistic environment * Product is well-known(prenominal) to US consumers identified need for future equipment as stated by law WEAKNESSES * The established ten year market perception for the price of the product. * No significant product line changes or updates which the competition may take advantage of. * No patent protection which may regaining more emerging competition in the future. * HERO brand name is not well known outside the domestic market. Companys variable cost per unit of $560 may be high. OPPORTUNITIES * New standards pick out fire and rescue depar tments to convert to digital technology. * Opportunities for gaining market further share and profit maximization. * Opportunities to achieve higher level of profit * New product innovations that can be incorporated into existing product line * prospect to expand to other foreign markets * Extending contracts to 3 years across the US to guarantee constant sales. THREATS * Guardian has a manufacturing cost advantage compared to FSI that resulting from ripe production equipment.. FSI may experience loss of market share due(p) to only one year contracts. * Loss of profitability due to increased prices. * Difficulty in gaining market share from competitors. * Guardian is offering a very similar product at a similar price Assumptions on Which the Strategy is Based a. The market will remain an oligopoly. b. FSI will remain the leader of digital breathing apparatus systems. c. The National ground of Occupational Safety and Health will not change ordinance regarding safety in the near future. d. Guardian may increase pricing as well due to FSIs price increase. e.The state of trammel competition will be retained for the following year. f. Proven dependableness and results may capture further market share despite price increase. Pricing Strategies That Emerge From SWOT Fire Safety Inc. has a very well established brand name in the domestic market holding a leading market share of 58%. FSI estimates that the market will grow by 44% in 2002. For the past 11 years, the HERO lineup has enjoyed increased sales year to year by providing top of the line Digital Breathing Apparatus Systems. Currently, FSI is the leading manufacturer and distributor of these systems.Despite the 5% increase in price for 2001, sales sire increased showing no signs of market response. Our competition has their product line set at a slightly lower price (1500$/unit) which indicates a clear weakness in an established market led by our company. Price leadership An observation made of oligopol istic business behaviour in which one company, usually the dominant competitor among several, leads the way in find prices, the others soon following. The context is a state of limited competition, in which a market is shared by a small number of producers or sellers. This pricing strategy is perfect for FSI, having only one competitor and a successful sales record. Summary and Request for Action A further price increase is recommended for 2002 taking into account the above highlighted facts. There is no reason to believe that FSIs market share will thrust and based on the previous years sales adding $3,548,625 to the butt line it is a clear indication that a Price lead strategy is crucial to the companys success. In an Oligopolistic environment, it is the ideal choice.