SWOT analysis of paint manufacturer Dulux

wonk analysis of paint manufacturer DuluxICI Dulux paints is the worlds fully grownst manufacturer of paints and industrial coating.ICI Dulux avocation paints is one of the leading paint manufacturers in Britain and has about cxxx outlets in the UK. With the increase in strike for broken colour nonfunctional paints effect, dulux trade paints stimulate launched three new produces i.e. Duette, sonata, and acrylic scumble glaze in recount to meet the admit and customer preferences. These newly launched be targeted at trade customers in the UK. In this case study we will be discussing various stages of trade. It consists of three crucial stages, SWOT analysis, marketplace Segmentation and shoping. travail 1The tradeplaceing audit is the process of taking stock of an organisations inner(a) and external factors. The food marketing audit is a fundamental ploughsh atomic number 18 of the marketing process. The marketing audit is a major exercise which ranges over each the internal and external factors. There be number of tools which can be aimd such as PEST, Five Forces Analyses and SWOT Analysis. The first devil focuses on external environment and SWOT Analysis is used for two internal and external environment. (Brassington and. Pettitt, 2006a)SWOT analysis is one of the best tools in marketing audit. It involves both internal and external environment. It is the overall evaluation of comp eachs strengths, weaknesses, opportunities and panics. The strengths and weaknesses ar internal factors and opportunities and threats ar external factors. SWOT Analysis enable a cable to focus into those argonas that present the great opportunities and those competencies in which it is strongest.(Pinson, 2001)SITUATIONAL ANALYSISSWOT Analysis of Dulux shift PaintsSTRENGTHS It is an internally controlled factor. It enhances the performance of the comp both. Some of the strengths be as followsIt has a strong spot label and positive reputation in the mind s of customers so far them its a great strength of the companyICI Dulux employment Paints has well established infrastructure. It has a wide range of distribution (merchants and retailers) It has cxxx outlets in the UK, the blown-upst of any trade supplier.It contributes vide range of influence (52 two- smelling colourways). All products argon uniquely water-based.WEAKNESSES It is similarly an internally controlled factor. It minimizes the performance of the company. Some of the weaknesses are as followsThe major weakness of Dulux Paints is that they dont have their own distribution channels. They have dealers which carry on their products in different cities.The public awareness about Dulux paints is not high, chiefly because of lack of advertisements and promotions.OPPORTUNITIES It is an externally controlled factor. Some of the opportunities are as followsOne of the greatest opportunities for Dulux Paints is to increase awareness among the customers regarding high referen ce paints and newly launched products. Advertisements and promotions can toy an important role in achieving it.THREATS It is to a fault externally controlled factor. Some of the threats are as followsThe biggest threat of Dulux Trade Paints is the increased number of competitors. They are an opposite(prenominal) companies producing the same products they have captured the market share. So it is a great threat for Dulux Trade Paints.(Kotler. and Keller 2009 )TASK 2MARKET SEGMENTATIONMarket air division is defined as the process of observeing different groups of users within a market who could possibly be targeted with separate products or marketing programmes. It can also be defined as dividing the market into groups of potential customers with similar need and purchase behavior.The idea of dividing market into various segments and targeting each segment with a distinct product is the heart of marketing theory.(Croft 1994.)The main objective of market segmentation is to analys e market fully, finding opportunities and to improve companys competitor get and serve the needs of customers. Management moldiness segment the market check to benefit sought. In this case we will apply business to business segmentation. In B2B segmentation we can focus on organisation as well as on individual buyers within it. B2B market segmentation can involve two stagesMacro segments are those in which we have to identify subgroups within whole market andMicro segments are those in which we have to select target segments based on specific buy characteristics.In this case we will define few market segments which are most important in this type of industry and upon which Dulux Trade Paints should see to it and target.Size of organisation The size of an organisation is important in any organisation. As far as Dulux Trade Paint is concerned it must(prenominal) fully focus on medium-large organisation because they consume large percentage of goods as compared to small organisa tions. Dulux is a brand name, they always decrease up with innovative ideas and new products care Duette, Sonata and Acrylic Scumble glaze so it will be easier to target large organisations like real acres companies, big organisations, hotels, hospitals etc as large organisations need new products magazine to time in order to be in competition. Dulux has 52 two tone colour ways available which they can offer to company. Dulux paints need to flow up with exciting new offers and promotions so as to attract large organisations like free samples, credit facilities, better quality, discounts etcPurchase Organisations It can be defined as those organisations which purchase goods and services either for themselves or for other purposes. This is an important segment on which Dulux paints must work. These may include Contractors, intimate designers, Architectures.Contractors A contractor is an individual or group of people that constructs or renovates a building, road etc. Dulux paints must target contractors for supply of paints demand for construction purposes. It covers a large area of market. As these newly launched products are very popular so these products must be in demand for contractor also. Dulux must target contractors depending upon nature size and type of contractors. They should come up with new schemes, promotions, discounts and delivery of goods on time so as to ensure demand and supply.Interior Designers They are professionals who decorate and organise the internal of any house, building etc. nowadays paints are important part of interiors, Dulux paints come up with decorative paints like Duette which is the latest propensity in paint industry. So they must target interior designers to use their products in their projects which will increase the popularity of Duette, sonata and acrylic and helps in creating brand name.Trade Outlets They are important in any organisation. Dulux trade paints have one hundred thirty retail outlets in the UK know n as Dulux decorator centres, largest number of outlets of any trade supplier. These outlets should be managed decent. Newly launched products such as Duette, Sonata and Acrylic must be available in those outlets so that they will be easy available as there demand is increasing day by day. Their must be proper contact between company and outlets, notwithstanding there must be proper balance between demand and supply. Customers should be furnishd with proper guidance regarding colour schemes and good product knowledge. If these outlets are properly targeted and maintained it will be the strength of company and also a great threat for competitors.Hence if all those segments are properly targeted and gaind then the company will reach ahead of its goals and will be a huge success.( Brassington and. Pettitt,2006b)TASK 3BRANDING AND POSITIONING one time target market segmentation is selected, we have to promote the organisational offerings to its target markets in a better way. This process is called branding and positioning strategy. The organisation must have an offering that differentiates it from the competitors. It should give a score identity in the mind of the consumers.Branding A brand is a name, symbol, design or term, or a combination of them used by manufacturers to identify its products from those of competitors. Today, a brand is the result of a synaptic process in the brain. A brand differentiates a product form those of competitors. It can simply be defined as customers perception about your business.(Bed bury and fenichell, 2002)Dulux is a market leader in the paint industry. The consumer is aware about the Dulux brand name It is much easier for Dulux to market its newly launched products like Duette, sonata and Acrylic. However there are some fundamental principles of branding are as followsFlexibility Dulux trade paints are flexible with the changing demands and supply. As the demand for broken colours rise they launched new products in the m arket. It helped the company in achieving good brand name. The customers are aware about the Dulux brand nameQuality The qualities of the products are fair enough as these products are manufactured by other manufacturers. This helps in maintaining good brand name and increase in sales. return differentiation The products differ in price, quality and design as compared to competitors. As Duette comes in 52 two-tone colour ways. These products offer all the benefits of conventional glaze.Consistent Dulux maintain brand promise and brand standard. These products leave a good effect on consumers. The customer is aware about the quality standards. (Kumar and Mittal, 2002) localisation The act of designing the organisations image and offer so that it occupies a distinct place in the target customers. It is about the position a brand occupies in the minds of consumers. It starts with the choosing of a segment in which to compete. (Adock, Bradfield and Ross, 1995)Every product needs a posi tioning strategy so that it gives a clear position about a specific product in the minds of consumers. In this case there are some strategies which can be targeted.Positioning Against or Associating with another product Dulux trade paints has to position itself as the last-ditch solution for achieving the luxury look with great quality. Its main customers are contractors, large organisations, retailers etc. It has to differentiate itself from other paint companies in order to achieve good name and high volume of sales.Benefits/ Needs Dulux paints have to provide better benefits to the purchaser so that he will stick to the companys products like huge profit margins discounts etc.Quality/Price They have to provide better quality and low price as compared to their competitors in order to gain orders from large organisations.Product Features They have to position it as, the presenting classics. They have to identify product features and differentiate it from other products. (Kotler an d Scheff, 1997)Hence if position strategy is constructed on those bases then it will prove fruitful to the company. It will help in achieving good brand name and taking the company ahead of its competitors.REFRENCESAdock, D. Bradfield, R. and Ross, C. (1995) trade Principles and Practice (2nd edn.), p 126-129. London, Pitman PublishingBedbury, S. (2002) A New Brand World 8 principles for Achieving Brand Leadership in the 21st century, p11-12. USA, Penguin Group.Croft, M.J. (1994) Market Segmentation. London, Solidus Limited.Kumar, N. and Mittal, R. (2002) Advertising Management. India, Anmol Publications Ltd.Kotler, P. and Scheff, J. (1997) Standing Room Only, p115-118. USA, Harvard Business School.Kotler, P and Keller, K.L. (2009) trade Management (13th edn.). USA, Pearson International.Pinson, L. (2001) Anatomy of a Business Plan (5th edn.). USA, Dearborn Trade.Pettit, S. and Brassington, F. (2006) Principles of Marketing (4th edn.). London, scholar Hall.