The paper “ Symex Holding Ltd - Mission, Situation Analysis, Markets, SWOT analysis, Marketing Objectives, and Strategies" is a forceful example of a case study on marketing. John Kitchen established Symex Holdings (initially as John Kitchen and Sons) in 1856 as a small business; it dealt with candle making business. The company is located in Port Melbourne, Victoria. From 1859 to 1992, the company continued to manufacture candles. The company enjoyed a spree of success until 2000 when the name was changed to Symex Holdings Limited. Currently, Symex produces a range of Oleo products, which are mostly plastics, personal care, and toiletries.
Other major industries are mining, pulp and paper, food, rubber, lubricant, and surface coating. Thus, the aim of this paper is to develop a marketing plan for a new product “ AntibacSoap” that the company has begun producing. Mission StatementThe mission statement can generally be termed as the reason why an organization exists. Talbot (2003) defines a mission statement as “ an explicit statement of the values of an organization” (p. 9). Hence, a mission statement generates principles of the organization and standards that the organization will be judged with.
Therefore, Symex Holdings Ltd mission statement states, “ Consistent High Quality: Meeting customers’ most stringent requirements” (Symex Holdings Ltd Website, 2009)Situation AnalysisSituation analysis is a systematic collection and evaluation of accomplishments of the company and future expectations of the company within the confines of a given period. a. Internal environmentThese are the elements that are within an organization, which include corporate culture, management, and employees. Nevertheless, other features include the capability of the organization to produce and accomplish tasks within their vision and mission statements. ProductsSome of the products that are produced by Symex Holdings Ltd are Online, Stearine, Glycerine, distilled fatty acid.
Thus, the aim of this paper is to market a product that is called Antibacterial Portable Hand Soap “ AntibacSoap” . The features of the packaging include a re-sealable case, which is also waterproof. The AntibacSoap contains an effective fast-acting antibacterial – chlorine, which is capable of eliminating harmful bacteria that can be found on the body, hand or face. This means that the soap can be used in most parts of the body in an effective way since there is no residue that is left; keep the skin clear, less prone to spots and clean.
Moreover, the AntibacSoap comes in two varieties: perfumed and non-perfumed. Financial and non-financial situationThe financial position of the company can be argued as stable because of profits and sale revenues. For example, in 2007 sales amounted to $144,528,000 while in 2008 it was $174,890,000 illustrating that the company increases in terms of sales. Moreover, the asset base of the company is $142,682,000. However, the sales margin is continuing to decrease an area that the company management should address.
It is assumed that the introduction of the new product can improve the percentage of sales margin (Symex Holdings Ltd, 2008, Financial Report). ChannelsSysmex exports most of its products (75%) to over 35 countries that include North America, the Asian-Pacific region and Europe. The company is located in Port Melbourne where it can utilize different means of ensuring that the products are transferred to consumers/ customers. Moreover, the company has a number of acquisitions that can help in the marketing and transportation of the products (Symex Holdings Ltd, 2009).