Essay About End-Use Markets And National Organisations

Exmar Marketing Plan
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1. Executive Summary
Background NOTE: THE INTERNATIONAL BEARINGS LTD (IBL) STRATEGIC MARKETING
PLAN IS INTENDED TO BE FOR ILLUSTRATIVE PURPOSES ONLY.
International Bearings Ltd (IBL) was formed in 1965 and in 35 years of trading has expanded
and developed enormously.
The main business of IBL is the sale of a portfolio of bearings and assemblies to a variety of
end-use markets in Europe, in which IBL is a very significant and well established player.
IBL manufactures products in five different locations, each making only part of the product
range to achieve maximum production cost benefits.
Within the various countries in which IBL operates, each country has its own sales
organisation marketing the whole range of products. These national organisations have two
sales forces, one dealing with original equipment manufacturers (OEMs), the other selling
via independent distributors to the replacement market, except for large customers, who are
handled direct.
There is a European marketing organisation responsible for strategy in terms of product range
development, pricing structures, corporate promotion, etc. Under the European Marketing
Director, it is split into product managers who develop strategies for their own products. The
European marketing organisation reports to the Managing Director-Europe, as do the country
general managers, to whom the country sales organisations report.
Objectives From detailed study of past and present performance, though historically successful,
European market share was hovering at around 11% in existing markets and profits have
increased in the last two years. The traditional business had slowed and there had been
limited investment in recent years. IBL has objectives to grow the existing segments and
achieve a 15% market share and develop new markets.
Market Overview The market shares and IBLs position can be seen below in the table.
Market Segment Market Share
1998 2001
Assemblies-Auto 21% 28%