Atlas company overview and market analysis

atlas ph nonpargonilr overview and securities labor analysismap collection Sri Lankas favorite stationery brand is the breathing in of Ceylon draw. Co. (Pvt.) Ltd. Established in 1959 it has grown from strength to strength and has successfully gained the majority commercialize sh atomic number 18 in school, corporate and home stationery results. immediately the guild is the No. 1 constituter of ballpoint drop a lines and exercise books. map collection stands not merely for tint and also for innovation. They stimulate construct all their increases using cutting edge technology, adding sophistry and efficiency to the stationery produceions. map collection overlaps argon guaranteed to course an invoked experience and luxuriously lever for money.HISTORYThe Comp whatever started out by producing its maiden overlap the for the first time team up Pencil, today it manufactures over 300 stationery products and is proud to be the only stationery brand available al l over Sri-Lanka. atlas vertebra has level off tapped into international merchandises by intentioning strategic leagues with map collection d novel conjunction UK. During the 80s and the 90s atlas vertebra brought about fruitful change by establishing atlas Plastics (Pvt.) Ltd. and Care Products (Pvt.) Ltd. ( the author dedicated to the production of adhesive tapes and strapping tapes, the latter for personal parcel out and cleaning events.)Vision, Mission ValuesEvery organization has a chief(prenominal) objective or goal, which stomach also be termed as its exterminate product. All these are merged into a corporate vision and mission. That of book of maps is given be depressedATLAS VISION STATEMENTOur vision is to be the most preferred brand for office and school products in atomic number 16 Asia.The vision is simple but solid. It shows that in the first place declaring world domination map collection would need to take small steps and first try to arrogate th e South Asian commercialize. The vision of atlas isnt farf and so oned, one day in the near future book of maps would be able to fulfill its vision, if it grows in its steady pace.embodied VALUESWe at atlas vertebra firmly opine in upholding broad(prenominal) moral time value and in beingness an ethical corporate citizen. In doing, so we continuously inculcate high set in our hands and strive constantly to give them sufficient emancipation to use their imagination and creativity.The above given values of Atlas distinctly states, that it cares not only about giving high lineament goods to its customers. moreover it also focuses on protecting and helping its staff grow and twist better employees.The main(prenominal) objective of the Company is to provide quality goods at a reasonable terms to its customers while successfully facing competition. To fulfil this the party uses technologically advanced means of production and also uses high quality raw-materials, beca use of all of these steps the beau monde was awarded with ISO 90012000 certification for its stationery items manufacture under the Atlas trade found and numerous other(a) burdeny awards like the community leader award.Product PortfolioAlong with its subsidiaries Atlas has a wide range of 300 products including stationery items, plastic (tape) and Care products. These products are icons of quality and are utilise by many students and corporate bodies nearly Sri Lanka. The product portfolio/line of Atlas fellowship is stated below code 1 Product portfolio of Atlas (Authors work, base on information receives from SO) mart PhilosophyMarketing philosophy or merchandising concept used by the association should be clearly identified. With the growing importance of participation organizations were enforced to act as good corporate citizens. whence businesses were do to realize the importance of being amicablely responsible.That is why Atlas has chosen the Societal Marketing Philosophy, under this philosophy trade decisions occupy to be made balancing 3 criteria- Consumer call for and wants Societies interests Profit maximization finished customer satisfaction for Company welfareFigure 2 (lecture notes)As a result of choosing this foodstuffing philosophy Atlas has achieved many awards much(prenominal) asCeylon Pencil Company (Pvt) Ltd. was awarded with ISO 90012000 certifications for its stationery items manufacture under the Atlas trade name. This proves that Atlas caters to consumer needs by providing quality products.The Community attraction Award from the Chartered Institute of Sri Lanka was awarded to Ceylon Pencil Company (Pvt.) Ltd., for Corporate kind Responsibility activities for the component part made to education heavens.Ceylon Pencil Company (Pvt.) Ltd. real a Merit award for 5S standard by competing with Jastica Society.Market abridgmentThe Ceylon pencil company (pvt) Ltd is the leading unmoving shaper in Sri Lanka with a w ider range of products with the brand of Atlas.The nonmoving securities industry in Sri Lanka is an Oligopoly Market with fewer manufacturers offering very similar products. The competitors of Atlas are Ric unverbalized Veny, Weerodara, Reynolds, Cross, Parker and buff.Atlas stationeries in general focus the customers that school students, and office workers. Customers in stationary market mostly prefer the products that convenient, attractive, tolerateable, creative and forward-looking.Introducing this product net lead to trend because Atlas necromancer master depart attract younger customers due to, creature comfortsAttractivenessInnovativenessIt is also being noted that younger customers dumbfound an status of wanting products which includes above criterias.SWOT ANALYSISSWOT analysis for Atlas Wiz cleric.StrengthsBrand loyalty of customersAtlas is a well know brand which has been operating in the Sri Lankan market for more than 50 years. in that respectfore even t hough its a brand- pertly product customers leave obtain it because of the confidence they have about the brand.QualityAtlas products are cognise to be of good quality. This depart attract customers to purchase this product.Larger market divisionAtlas is the market leader in the stationary sector at that placefore it could be a challenge for their competitors to grab that market treat from them.Convenience, attractiveness and innovativeness.Atlas wiz ecclesiastic is a convenient, attractive product using innovative technology, because of the fact that it has a pen , pencil , highlighter and eraser all in one its a convenient product. Also the fact that it comes in a conformation of strains rags it attractive to both school children and university students alike.WeaknessesLimited Product variety showThe Atlas stationery company is lacking variation in products. The products that Atlas has brought out at present are similar to their competitors, it doesnt draw you past fr om purchasing the products which are offered by other competitorsOpportunitiesBecause of the busy feel look of people they look for convenience. There for coming up with this product will bring opportunities to Atlas since this products main advantage is convenience.Improve TechnologyAtlas company has recently formed a partnership with Atlas stationeries UK, this partnership allows them to use new technology to produce the best quality products. trade possibilitiesThe recent partnership that Atlas has formed with Atlas stationeries UK, has allowed it to tap into the opposed markets like that in South Asia, UK, US etc because of its ability to provide high quality products at reasonable prices.ThreatsSubstitutesOther competitors capacity come up with a similar product. Also companies like bic and cross have invented stationeries with pen, pencil and stylus.ImportersThe Sri-Lankan market is slowly being flooded by imported stationeries, who are slowly capturing the Sri- Lankan ma rket divide. contest for the Atlas Wiz nobleCompetition could be known as a contest in the midst of two companies, individuals, countries etc in enjoin to perform better than its competitors by providing a product or benefit which will lead to more market share and long term profits.Substitute products There are many substitutes for this product in the market as well as many brands. By the time of the new arrival of the Wiz maker many other established brands such as Weerodara, Richards and Reynolds will come up with a counter product. And also there is a higher possibility of strong competitors being active in the market. When looking at the stationary market there are a few competitors to Atlas who are bright pilot programRotomacWeerodaraParkerAmong them the direct competitors of Atlas would beRotomacPilotParkerBarriers to entry into stationary market There are many barriers to entry in this market. These barriers are not harsh to all companies because of structure, financi al strengths etc. Because of high sign investment needed to produce stationary items many companies will turn away coming into the market. Technology of the firms will have to be high tech and updated at all times. For this to proceed much hail will be incurred. consequently many companies will not be able to afford this Many of these stationary items require standards to be met (e.g.-ISO 9001, ISO 14001).For these standards to be checked a payment in different steps moldiness be done. publicize to promote a product such as the Wiz maker fecal matter only be done with a budget which Atlas or a large rival company possess. Different customers have different preferences. Some might find Atlas unequaled and user-friendly to use but some might prefer other brands. therefore customer loyalty and preference will be a hard factor to fight against for new companies.Market structure of the stationary market By analyzing the stationary market in Sri Lanka it is clear to us that it is of Oligopoly reputation. That is where there are only a few large firms in the market. therefore it is dominated by a few interdependent firms. The Wiz maker will thus be competing with only a few items which will be able to substitute its lineaments. MARKETING OBJECTIVESObjectives are building blocks of an organizations marketing plan. It states what a company wishes to achieve in the near future. What objectives a company would have will be determined after carrying out a comprehensive Environment analysis such as SWOT.INFLUENCES ON OBJECTIVESThe surroundings affects the organizations objectives. There are internal and external factors influencing an organizations objectives.Internal InfluencesCorporate culture- This refers to the values of the company as a whole. The company values of Atlas is to be an ethical corporate citizen and tries to inculcate high values in their workforce by giving them sufficient independence.Staff Aspirations- It differs from department to depart ment and team to team. Atlas wishes to give its staff sufficient independence so that they screw grow as an individual and increase satisfaction in the cut into force. All this ensures that the workers contribute to the upper limit to produce high quality goods. pick constraint- In the beginning Atlas used to import its raw material, but now in order to help the local market the raw materials used by Atlas comes from Sri-Lanka itself. Atlas has also formed a partnership with Atlas stationery UK which helps them get a hold of recent technology which helps Atlas produce quality products at minimum hail. outside(a) InfluencesCustomer/ Market- Atlas stationeries focuses on serving to three main categories in the market- school children, graduates or university students and office worker. Atlas is the only stationery company in Sri-Lanka which has an island wide market.Economies- Atlas has been recognized as a company which provides high quality products at really affordable prices. Thus it has a wide scope in the market.Competitors- Being the only stationery company which is change island wide Atlas has only a handful a competitors like weerodar, pilot, bic which dont dealm to be a threat to Atlass market reach.CORPORATE OBJECTIVEThe corporate objectives of a company includes, trying to achieve maximum profitability and market share. Atlas plans on achieving maximum profitability by providing maximum satisfaction to its consumers by using innovative technology to manufacturer high quality good at minimum cost. Atlas house increase its market share by catering to the nees of its consumers by providing quality products at reasonable prices.SMART MARKETING OBJECTIVESA smart marketing objective should beSpecificMeasurableAchievableRealistic snip boundBased on the above factors its safe to assume that Atlas plans to achieve the power of branding i.e. Atlas strives to provide high quality goods. So it wants to build a good brand name with its consumer. partitionT his is dividing a market into distinct groups of depraveers with different needs, characteristics, or behavior who might require separate products, services or marketing fluffes.In order for market segmentation to be useful they should be measurable, accessible, substantial, differentiable and actionable.Bases in consumer segmentation for Atlas Wiz maker.Geographic segmentationThis shows how you divide the market into different geographical segments. Such as countries, cities etc. Atlas focuses on urban areas.Demographic segmentationThis includes dividing the market into different demographic segments such as age group, gender etc. Atlas focuses mostly on the younger generation.Psychographic segmentationThis is dividing the market into different groups based on social class, life style etc. Atlas in general focuses on the spirit classBehavioral segmentationThis is when u divide the market into groups based on attitudes of the consumer , use of the product etc. Atlas mainly cater s to the needs of younger students.TargetingThe process which evaluates the segments attractiveness and selecting segments to offer their products is called targeting. In this step companies have to decide what is the most suitable segment to achieve their objectives. Its based on the result of ranking the segments.The target market which a set of buyers with common needs and characteristics that company decides to serve is selected by evaluating the followings.Market Attractivenessmilitant FactorsCompany objectives and resourcesEvaluating the segmentsSegments of EvaluationSchool StudentsUniversity StudentsOffice WorkersProfessionalsMarket Attractiveness coat of the groupGrowth rateHigh sightlyHighcomparatively first baseAverageLowVery LowVery LowCompetitive FactorsLevel of competitionCompetitorsHigh percentage of competitionReynolds,Richard VenyAverage percentage of competitionRenoldRichard VenyParkerAverage percentage of competitionRenoldBicCrossPilotHigh percentage of competitio nParkerPilotBicCrossCompany Objectives and resources percentage to market shareHigh contributionRelatively high contributionAverage contributionLow contributionRank1234 credit Authors Work attitudeAtlas Wizmaker is the new product. It stands not only for quality but also for innovation. Wiz maker product is a different positioning product .That means it competes for a smaller and less competitive market to locate a brand.wizmaker product checkPositioning dodge focuses on, this products differentiation strategy.This new product is unique and will be profitable (for the market).And it also has other distinctive criterias that will differentiate it from the many other products.Points of differentiationMust be authorized and wanted by your customers (for example, being marketed as an economical product in a give you an enhanced experience and high value for money)Positioning your product needs to be focused on deliveringA valued and distinctive product to a specific market and delive ring in a way that customers accept (thats the hearts and minds part of the equation).This Atlas Wiz pen Good product positioning will make it easy for think customers to define why they want to buy the product (they will see the unique benefits).Market leader (first in)This Wiz pen being challenged by market followers, focus the marketing message to reinforce this pen is the first (the real thing, rather than the imitation).Wiz pen positioning toConduct market segmentation.Define the target market.Identify the product attributes.Determine the products share of heart and mind. Being first in the market usually is a world-shaking benefit in mindshare.Place your product in the right blank shell (e.g. economy market low volume Quality etc.)Positioning playDisplay the consumer perceptions of their brand versus the competing product on important buying dimensions.This Atlas wiz product we drive out show like this outlayPilot Atlas wizParkerH LHQualityLPOSITIONING STATEMENTThe positi oning statement of Atlas Company is Be creative and that of Atlas Wizmaker is Atlas wizmaker- Its All You Need.The reason that it says so is because it has all, the pen, pencil, highlighter and eraser unitedly in one product.Marketing mixProductThe product which is being marketed is the Atlas wiz maker which is a stationary item which includes 4 main items important to any student, worker or employer. Several factors must be get hold ofed when this product is being marketed.Product levels solutionCore productThe core product is a stationary item that includes a pen, pencil, eraser, and a highlighter together.Basic productThis includes value for money, affordability and convenience.Expected productThe buyer expects a product which isAffordableHas value for moneyConvenientAugmented productA product with many features together.Potential productIndividual product decisionsSourceThe ProductThis is an item which includes different items in one proboscis. Thus it will be more portable a nd affordable.This is a revolutionary idea which has not been developed in the Sri Lankan market. Due to that special quality the motive will be much higher leading to greater profits.The body of the item has a simple piston chamber shape which includes a clastic pencil head in one end.The other end of the cylinder consists of a ball point pen head which can be extended or withdrawn at will.The cylinder shape of the item is infused with an eraser which is mounted to the top of the device.It also has a highlighter included in it which comes in 3 colors which are pink, blue and purple to match the color of the pen.BrandingThis product is being manufactured by Atlas stationary limited (Pvt) therefore the brand of this produce will be Atlas.The company being a very well reputed brand in the Sri Lankan stationary market, people will be drawn to use the product because of low psychological fear created by strong brand image.Packing furtherance of this product is done with a plastic mol ding done on top of a cardboard structure (the structure is mainly a simple cylindrical shape).To be eye catching the product is jammed in 3 different color schemes which are Blue, white and Pink. (This feature makes it stand out from the rest of the products packaging).LabelingThis product will have the name of the product which is Wiz maker written on the body of the product. accessibility Atlas has made sure its product is readily available.This product can be found in any book shop or any communication outlet. This includes major supermarket chains as well.Forecasted Product life cycle for Atlas wiz makerSource Authors workPriceThe amount of money or the monetary value which is charged for a product can be defined as price. (Kotler 2006, p 307) specific characteristics of priceMost flexible element in marketing mixOnly element of marketing mix which generate revenue.Pricing a new product is the most challengeable decision which managers have to take. Because customers buying de cisions mostly depend on the price of the product . Therefore fetching a successful determine decision is very important to the company.Factors, bring to priceInternal factorsCompany and marketing objectivesWith regard to Atlas company maximization long run profit, market share leadership and enhance the positive image of company and its products are main company and marketing objectives.Marketing mix strategyWhen deciding the price of Wiz Maker it must be matched with its design, diffusion and progression.CostThe cost of the product Wiz Maker will be directly affected to its pricing decision. be are mainly divided as fixed cost and varying cost. wiz makers fixed cost includes expenditures such as plant, equipment and administrator salaries etc. Variable cost includes labor, material and other direct expenditures.External factorsThe nature of the marketAtles Company has oligopoly market with few manufactures/distributers.The nature of motiveThere is no direct competitor to wiz maker in real market. Therefore the indigence will be inelastic to a sealed extent.Competitors cost, prices and offersCompany must consider the cost and prices of the stationeries in local market before setting the price.Customer expectationsCustomer expects convenience product in affordable fair price. Customer should be satisfied with the price and the value on return.Other external environmental factorsCompany must consider external environmental factors such as government policies, changes in assess policies and existing economic conditions before setting the price.Pricing ProcessSource Authors workSelecting the pricing objectivesThe first step of pricing process is selecting an boilersuit pricing goal for the company. Mainly the pricing objectives of Atlas company can be summarized as follows.Maximization long-run profitMaintain market shareEnhance positive image of company and its productsBe regarded as fair by customers.Determining askDemand is a race between two shiftings which price and quantity. The quantity which customers are willing to buy is depend on the price if other factors are equal. gain ground demand and price have negative relationship. The result is if price is increased the demand will be decreased. Also Wiz makers demand will mainly depend on price. There are different methods to estimate demand of wiz maker.Conducting product experimentsBy asking customers that how many units they would buy at different proposed pricesEstimating costMainly the cost of a product can be divided into two categories as fixed cost and variable cost. With regard to Atlas wiz maker fixed cost includes cost of purchasing needed machineries, equipments and other indirect expenditures such as executive salaries. Direct labor cost and materials such as plastic, ink and surface will be included in variable cost.Total cost per unitPenSpecial PencilHighlighterEraserTotal costSource Authors workAnalyzing competitors cost ,price and offersAtles market is a oligopoly market with few manufacturers. Further Atlas wiz maker is a innovative product. There is no same product to this malty task pen in stationery market. only if customer will compare the prices of pens, pencils, erasers and highlighters in stationary market before buying wiz maker.Selecting the pricing strategyConsidering all the above findings and overall pricing objectives market penetration strategy is the most suitable strategy to Atlas Wiz maker. But because this is a innovative product companys main objectives are maximum long run profit, maintain market share and provide the products in fair prices.This policy stimulates growth of the market for the new product and allows a large market share to be more quickly obtained. ( Hisrich Peters,1991 p346)Selecting the final priceThe final step of pricing process is set the final price. After considering all the above facts Atlas Wis maker can be priced as follows.PenRs. 10.00Special PencilRs. 20.00HighlighterRs. 40.00Er aserRs.5.00Final price of Wiz makerRs. 75.00PlacePlace is the forcible space of or virtual location where the product will be made available at the market place for target consumer.(lecture note) dispersaluse to get the offering into the hands of the customer. These includeOn-premise sales involves the deal of your offering using a field gross sales organization that visits the prospects facilities to make the sale.Direct Sales involves the sale of your offering using a direct, in-house sales organization that does all selling through the Internet, telephone or armor order contact.Wholesale Sales involves the sale of your offering using intermediaries or middle-men to distribute your product or service to the retailers.Self-service sell Sales involves the sale of your offering using self service retail methods of diffusion.Full-service Retail Sales involves the sale of your offering through a full service retail distribution deport.Of course, make a decision about pricing, promotion and distribution is heavily influenced by some appoint factors in the industry and marketplace. These factors should be analyzed initially to create the strategy and then on a regular basis monitored for changes. If any of them change substantially the strategy should be reevaluatedConsumer Market Chanel (1Level) distribution channelIs set of interdepended organization involved in the process of making a product available for customerThe Nature of dispersion bringMost businesses use third parties or intermediaries to bring their products to market. They try to project a distribution channel which can be defined asAll the organizations through which a product must pass between its point of production and consumptionWhy does a business give the job of selling its products to intermediaries? After all, using intermediaries means giving up some control over how products are sold and who they are sold to.The answer lies in efficiency of distribution costs. Intermediaries ar e specialists in selling. They have the contacts, experience and scale of operating room which means that greater sales can be achieved than if the producing business tried run a sales operation itself.Functions of a Distribution ChannelThe main function of a distribution channel is to provide a link between production and consumption. Organizations that form any particular distribution channel perform many key functionsInformationGathering and distributing market research and intelligence important for marketing planningPromotionDeveloping and spreading communications about offers collisionFinding and communicating with prospective buyersMatchingAdjusting the offer to fit a buyers needs, including grading, assembling and packagingNegotiationReaching agreement on price and other terms of the offerPhysical distributionTransporting and storing goodsFinancing getting and using funds to cover the costs of the distribution channel danger takingAssuming some commercial risks by operatin g the channel (e.g. holding stock)All of the above functions need to be undertaken in any market. The question is who performs them and how many levels there need to be in the distribution channel in order to make it cost effective.Numbers of Distribution Channel LevelsEach layer of marketing intermediaries that performs some work in bringing the product to its final buyer is a channel level. The figure below shows some examples of channel levels for consumer marketing channelsSale points word of honor shops, Food Cities (Cagiels, Arpico, Keells)http//tutor2u.net/business/marketing/distribution_introduction.asp