A strategic analysis of market opportunities for a portable power provider

This paper examines stated strategies and market opportunities for a distributor / manufacturer of portable power generators. Analysis of proposed customer segments reveals aggregating segments using Product-Customer Matrices will make marketing strategies more efficient and sales efforts more effective. Demand analysis identifies customers with potential derived demand to be more valuable long-term than immediate direct demand. Supply chain analysis confirms an opportunity to establish a differentiated brand will provide competitive advantage. Value chain analysis shows core competencies must be built in maintaining relationships, primarily with outsourcing partners and a wide customer base. Sales force management must built cohesive and cooperative sales teams, with experience in team sales more important than product or market knowledge which can be learned. Measures such as Balanced Scorecard will help align goals with profitable strategy. Finally, cash influx is needed to provide supply chain security and establish needed sales proficiencies in key geographic markets.