Group 11 MKT 2210 Project

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School

University of Manitoba *

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2210

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Marketing

Date

May 15, 2024

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docx

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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.

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.

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