Winnebago Case Essay

Winnebago operates in the luxury recreational motor vehicles industry. It’s main competitors are Thor industries, Malibu Boats, Polaris Industries, and Brunswick Corporation. These firms were chosen due to the fact that, while they may not all be in the RV industry, they sell similar products as Winnebago. Winnebago’s main line of business in the RV industry of all classes A, B, and C. Thor is the most similar to Winnebago due to the fact that all of its products are specifically in RV industry. Polaris, Brunswick offer a variety of products along with Recreational vehicles such from everything to snowmobiles to gym equipment. Malibu specializes in the boating industry, specifically small boats and boating accessories. The four competitors and Winnebago manufacture the products at their distribution centers and distribute them to to dealers who sell their products to the end customers. We have researched the luxury motor vehicle industry using the Porters Five Forces Model. The Porters Five Forces Model helped us analyze the different trends within the industry and see where Winnebago stands within them.

At this point, new groups of consumers might be targeted. By doing this, the brand value is increased and maximum competitive advantage could be gained.

Company’s marketing objectives: to increase the sales to $10,000 and improve the brand image by 15%.

The company has used the element of networking with the prospective marketers and ambassadors to market their products. The company has also used direct sales through fundraising to increase prospect of gaining more market.

Develop an action plan of strategies and tactics to be implemented. Finalize the marketing plan.

The new entity could leverage the core competency and brand recognition in respective market segment.

Another important aspect in the threat of substitutes is the buyer propensity to substitutes. The travel agencies play a big part in the purchasing decisions of consumers in the leisure industry. As the intermediate between the company and the customer, travel agencies can supplier different vacation packages. Carnival must offer competitive price to secure sales during economic downturns when customer’s propensity to switch to lower-cost substitutes are higher.

Shelby Givens, general manager of Westlake Bowling Lanes has worked over a 9 month period to try and get the company back on its feet. Although Westlake generated its first month of profit in over 2 years, they still weren’t close to paying back the loan from the board members. Shelby has come up with 2 ideas she thinks will revive the business and attract new customers and she is ready to present them to the board. Ultimately, the board members will be the ones to decide if they will support her, or sell the business. Will Shelby be able to convince the board members one of her ideas is worth pursing to save the business from liquidation and generate future revenue?

and give the brand a more professional look. The third opportunity, involves expanding the brand to the

The common public goal of the marketing discourse is to attract attention from targeted audiences, in other words make the consumer buy, buy, and buy. In order to achieve these goals I have to execute different marketing strategies with the help of the staff and company executives. Together we brainstorm different marketing trends, design different kinds of ads; analyze social media for more effective ways of advertising and calculate risks based on customer insight. When all is done right the end goal will result an increase of sales revenue for the company, which will sharpen its image and name.

Even after 2 weeks it could not fulfill V-shopper’s order. This was due to the poor floor layout and assembly table layout. The demand could not be forecasted and resulted in stock outs and expedition. Even though, the demand pattern for seasonal sales was predictable, it was difficult to predict the sales for huge discounts. This could be the Bull-Whip effect.

| WO Strategies: * Make merger and acquisitions in order to improve the marketing strategies. * Improve their advertising using new methods.

The company will conduct marketing strategies that aim at creating an image for the brand in the minds of the consumers and reminding them customers about their products consistently.

· Market Development – the company seeks growth by aiming its existing products towards new market segments.

Increase Awareness: Increased brand awareness is not only one of the most common marketing communication objectives; it is also typically the first for a new company. When we initially enter the market, we have to let people know our company and products or services exist. This might include TVCs, RDC or print media ads that depict the image of our company and constant repetition of our brand name, slogans and jingles. The whole objective is to become known and memorable. Established companies often use a closely-related goal of building or maintaining top-of-mind awareness, which means customers think of we first when considering our product