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Sales Of Display Products, While Higher Than That Of Core Products, Have ...


Sales of Display products, while higher than that of core products, have grown in fits and starts, with growth rates declining significantly during the last two years. Most orders come through bidding for large tenders and these, as such, constitute the major portion of sales. In fact, a single order of 3 million GBP made up practically 38 % of the total sales of display products of 2006.
The company is in a state of transition and flux. Buoyed by improved sales and better profitability over recent years the management has decided to strengthen the SBU which handles display products and aggressively market these products, through an E Commerce platform first in Europe and then in other locations. A Situational Analysis, comprising of analyses of customers, competitors, SWOT, PEST, the marketing mix, the competitive position of the industry, and that of the company is important, and must precede the preparation of a strategic plan.
a. Customers
The use of fireworks is increasing in the UK. While their use by the English has traditionally been associated with Guy Fawkes Day, the rising number of Asians in British society and their liberal use of fireworks for major festivals like Diwali, literally the festival of lights, Eid and the Chinese New Year have added to demand. Retail sales of fireworks thus occur mostly around the time of these festivals, i.e. from autumn to spring. Other than during this period, regulatory restrictions ensure that people can buy fireworks items, (like party poppers and sparklers) only if they have limited explosive content. Age stipulations ensure that children can not buy these products. (Fireworks Regulations, 2004)
Organisations, registered with the authorities, can purchase display products for the purpose of fireworks displays, which apart from being a regular feature of festivals and public celebrations, are becoming popular for weddings, anniversaries and birthdays. These institutions buy in bulk and float tenders for their requirements. As such, while the institutional segment is growing, the retail sector is under pressure to limit, if not ban fireworks. (Should Fireworks be banned? 2000) The bulk of the business comes from specialist display organisations who buy through tenders, a practice which guarantees them a choice in suppliers, acceptable quality, and the best prices.
Party items, which form CoCo's core product range, however, use standard retail channel, either through shops or online. They come in many varieties and a perusal of online party items reveals an enormous range. In fact, the internet is the only place where one can get to know of the many suppliers, the vast array of party goods, and the best prices.
b. Competitors
Both product lines, core and display, are crowded with hordes of small manufacturers.

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