Marketing Plan (Fiscal Year 2011) 1. Terms of reference The planning process is cardinal to auditing the internal and external environment of Airedale, instinct the changing requirements of our customers and our cede chain, ensuring that all elements of the mix are aligned to deliver on our vision statement. Its coverage includes the unitary products as well as the after sales support divisions of Airedale Controls and Service. For a detailed understanding of Airedale and its products please see cecal appendage 1, please see appendix 2 for a glossary of terms. 2. Executive summary Efficiency and available improvements are the key driver effecting all product/divine service segments The micro economy is showing signs of improvement, but FY11 will placid be unpredictable The IT Cooling market is set outing and eroding our marrow squash range of precision air conditioning compulsive by the expanding data centre market and evolving hardware To grow, Airedale will need to grow targeted export markets. o France, Russia and India have been targeted as key for FY11 Free-cooling is growing in importance as a green issue and before long Airedales solutions are at the end of their lifecycle.
Sales transmit are evolving, end users and system integrators are becoming much important, exhibiting different priorities and buying behavior. Natural refrigerants are becoming interesting, driven by legislation and green lobbying. Airedales pricing strategy is currently inflexible and does not allow transparency and the ability to abduce larger jobs. Airedales online presence does not reinforce vision or value proposition. 3. Vision statement To provide integrated cooling systems by supplying a comprehensive range of innovative and super efficient products and solutions that deliver maximum value to our customers at sustainable margins. 4. External marketing audit 4.1 Macro environment I...
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