Orange Glo To Oxi Clean example essay topic

Table of Contents: I. Executive Summary a. Business Description b. Mission / Vision Statement c. Product / Service d. Core Competencies e. Marketing Mix f.

Projected Sales & Earnings II. Products / Services a. Description b. Branding Ideas. Market Research & Analysis a. Target Market b.

Competition: Strengths, Weaknesses, Opportunities, and Threats c. Channels of Distribution d. Promotions Executive Summary Max and Elaine Appel founded Orange Glo International in 1992. As a father and consultant to environmental and medical organizations, Max recognized the importance of maintaining a healthy environment both inside and outside the home. Today, we remain a family-run business, developing powerful cleaners that are healthy, safe for the environment, effective and economical to use. Since our first demonstration of Orange Glo at the Colorado State Fair, millions of millions of people throughout the US, and in places as far as Tokyo and Paris have tried, used and told their friends and neighbors about our products.

Mission Statement / Vision Statement At Orange Glo International, our mission is to delight people with magnificent new ways to clean that are innovative and healthy. We actively seek input from consumers and customers about our products and services. Each of our products reflect (s) input from people like you. We hope your experience with Orange Glo International is wonderful.

Our Mission is to supply safe products for the maintenance of longer healthier lives and to help keep and preserve our earth as a toxic free environment for plants, wildlife, and man. We offer, and will seek to find, products for safe cleaning of homes, offices, businesses, and vehicles. Further, our mission is to offer distributorship financial opportunities through distribution of these products. Our mission is to constantly be a growing, profitable company that is respected for its reputation of treating its customers and associates with the highest level of honesty and integrity. Our focus is to provide our customers and associates with the level of satisfaction with regard to our products and services that always surpasses there expectations.

Products / Services We developed our first product, Orange Glo Wood Cleaner and Polish, in the family garage, using pure orange oil as a key ingredient for its cleaning power, and refreshing scent. Our next big innovation was Oxi-Clean Multi-Purpose Stain Remover, an incredible product that harnesses simple oxygen as a strong, natural stain fighter. So far, millions of people worldwide have enjoyed our growing family of products, which include Orange Clean Tough Acting Degreaser and Multi-Purpose Cleaner, Kaboom All-Purpose Stain Remover, and many more. We remain committed to meeting our customers' needs with new, exciting cleaners that live up to the highest standards of product quality. Core Competencies / Product History Background Thanks to the efforts of our team, we experienced as much as 700% annual growth between 1998 and the year 2001. In the October 2000 and 2001 issues of Inc.

Magazine, Orange Glo was listed as the fourth and tenth fastest growing privately held company in America. In August 2001, we were awarded Colorado Company of the Year for excellence in retail, wholesale and distribution. As we discover your tough new cleaning challenges, we continue to re-create the magic of Orange Glo. From Orange Glo to Oxi-Clean, we have created over 25 products to use in your home that are, all made with the same promise of powerful cleaning solutions that are safe for your whole family. We hope you enjoy the products as much as we enjoyed making each one of them for you. As a leading consumer products company we are also deeply committed to advancing technology which can address changing consumer needs throughout the world.

In fact, our goal is to use our technology to create new products that will continue to improve the quality of life for our consumers wherever they live. As a successful business, we are focused on achieving the consistent growth required to continue our global success and to make us an even stronger company. We believe this is the best way to benefit our consumers, our people and our shareholders. Orange Glo People, working around the world, share a commitment to our three core corporate Values: Caring, Global Teamwork and Continuous Improvement.

These values are reflected not only in the quality of our products and the reputation of our Company, but also in our dedication to serving the communities where we do business. Marketing Mix: The Marketing Mix is like another common mix, a cake mix. The marketing mix's most famous phrase is also known as the Four P's. Elements of the Marketing Mix are: Product, Price, Promotion and Place (or route of distribution). The country we have chosen to do our Marketing Mix in is Argentina, and the product is "Oxi-Clean". , which is a cleaning product. This product has been proved to be an excellent cleaner, and has been a number one seller in the United States.

Local Agents in Argentina have played a key role in placing Foreign (particularly European and US) industrial products in Argentina, because they provide a convenient, efficient link between potential end users, in most cases, agents are responsible for introduction's, consulting about market strategies for their market, arrangements for exhibitions at local fairs, and general promotional activities. They generally help in the negotiations and final sale of the product and then perform support services, helping with quotations, financing, import regulations, permits arranging for warehousing of inventory and collections. Agents are generally paid a fee plus a royalty or commission based on sales volume and receipts. Entry into the Argentine market can be accomplished in a variety of ways: by using already established local distribution channels, such as agents and Argentine importers; through joint venture and licensing arrangements with Argentine firms; by direct marketing; or through the more substantial investment needed to open a branch or subsidiary in Argentina. The goal is to determine how to reach the primary users of the product or service through the most efficient, cost-effective means, then learn how to gain their repeat business. By doing business through an Argentine agent or distributor, an exporter can avoid having to wade through all of those details.

Test- marketing through a few Argentina based specialists can show the nature, location, and size of a market before a heavy investment is made. On the other hand, marketing through someone else will mean a loss of a percentage of the profits, of some control over the process, and learning the finer points of the process. The exporter will have to rely on the Argentine representative's investigation, marketing decisions, and general "smarts". The exporter's product will also probably be only one of many handled by the distributor. Understanding Argentina's cultural heritage is necessary for understanding its people and how business is done in the country. U.S. companies intending to export to Argentina should consider economic, demographic, as well as cultural characteristics that differentiate it from other Latin American countries. Having the highest per capita gross domestic product and the second highest total gross domestic product and life expectancy in Latin America, as well as low rates of population increase and illiteracy rates, Argentina attracts many business opportunities.

The population and economic activity are highly concentrated in the greater Buenos Aires area. The population is largely of European descent and continues to have strong ethnic, cultural, as well as business ties with Europe. Consumer preferences tend to resemble more those of Europeans than those of other Latin America nationals. However, revenues are highly dependent on MERCOSUR trade, especially with Brazil, and the regional economic situation.

In many sectors, European competitors of U.S. firms are already present in the market, and may be well entrenched. Nevertheless, the U.S. is Argentina's single largest trade and investment partner and many U.S. firms have been very successful. U.S. lifestyle and consumption habits are increasingly influential. U.S. products have a strong reputation for quality and technological innovation, but U.S. firms are sometimes seen as lacking commitment to the market. It is important to be prepared for a competitive market environment. As in many countries, personal relationships are fundamental to doing business in Argentina. Success requires taking the time to develop a close personal relationship with your representative, agent or distributor. Marketing U.S. products and services in Argentina requires the same level of research, preparation and involvement -- if not more -- as domestic marketing. U.S. firms handicap themselves if their product literature, labels, manuals and other written materials are not in Spanish.

When preparing Spanish-language materials, care should be taken to ensure the meaning is consistent for all Spanish-speaking markets in which they will be used. Argentine Spanish differs for example, from Mexican or Chilean Spanish, with unintended - and sometimes embarrassing - meanings resulting when a translator is not familiar with variations in the language from market to market. After analyzing the product and its uses and establishing who the potential customers are, U.S. companies intending to export to Argentina should identify the geographical areas where the major users of the product are. It should be born in mind that 80 percent of the Argentine population is concentrated in urban areas, with over 35% living in Buenos Aires and its suburbs, and almost 10% in three cities Cordoba, Rosario and Mendoza and their suburbs. Sales and Earnings: NET SALES Back to Top OPERATING INCOME Back to Top NET EARNINGS (INCLUDING O 2005 CHARGES) Back to Top NET EARNINGS (EXCLUDING O 2005 CHARGES) Back to Top DILUTED EARNINGS PER SHARE (INCLUDING O 2005 CHARGES) Back to Top DILUTED EARNINGS PER SHARE (EXCLUDING O 2005 CHARGES) Back to Top RESEARCH AND DEVELOPMENT EXPENSE Back to Top ADVERTISING EXPENSE Back to Top CAPITAL EXPENDITURES Products / Services Branding Ideas: Orange Glo International Air Fresheners: Orange Grove Air Freshener Cleaning Accessories: Oxi-Clean Squirt Bottle Orange Clean Grip-Easy Covers Orange Glo Mop Covers Orange Clean Squeegee Window Cloths Orange Glo Mop Orange Glo Broom Huge Super Shammy Orange Clean Spray Bottle All-Purpose Shammy Kaboom Shammy Kaboom Sponge Floor Cleaners: Orange Clean Multi-Purpose Floor Cleaner Orange Glo Wood Floor Polish and Cleaner Kitchen, Bathroom and Multi-Purpose Cleaner: Orange Clean Degreasing Foam Orange Clean Powerful Paste Cleaner Orange Clean Super Concentrate Orange Clean Degreasing Foam Orange Clean Powerful Paste Cleanser Bar Of Oranges Shampoo and Body Bar Orange Clean Tough Acting Degreaser and Multi-Purpose Cleaner Orange Clean Scrubbing Cleanser Kaboom Shower, Tub, and Tile Cleaner Slick Shield Glass Polish and Protectant Kaboom Restorer Complete Kit Oxiclean Everday Kit Oxiclean Toil Bowl Tablets Orange Clean Window Cleaner Orange Clean Kitchen and Bathroom Wipes Ultimate Kitchen Cleaning System Bathroom Cleaning System Dish Detergents: Oxi-Clean Automatic Dishwasher Detergent Oxi-Clean One Step Automatic Dishwasher Detergent Orange Clean Liquid Dish Soap Laundry and Fabric Care: OxiClean Spot and Stain Pre-Treater Oxi soft Fabric Softener Oxiclean Multi Purpose Stain Remover Oxiclean Laundry Detergent Oxiclean Instant Spot Remover Wipes Orange Clean Liquid Laundry Detergent Super OxiClean Value Kit Oxiclean Home Cleaning System Wood Care: Orange Glo Wood Cleaner and Polish Orange Glo Wood Floor Polish and Cleaner Orange Glo Polishing Cloths Market Research and Analysis Target Market Oxiclean will target consumers of all genders in Argentina.

This includes professional athletes, small and large businesses, as well as household consumers. Because of Oxiclean's ability to remove stains, odor, and dirt, all consumers will benefit from its versatility. Professional soccer player Diego Maradona was chosen as the spokesperson for Oxiclean. Because soccer is the most popular sport in Argentina, utilizing this professional sports player to market Oxiclean will lead to increased sales. We are also targeting small and large businesses because by using Oxiclean, they will be able to save on labor costs.

This easy, safe, effective, and efficient product provides such a wide range of flexibility that if used, numerous products will no longer be needed to achieve the same outcome. Lastly, household consumers will be targeted, especially those that have children and pets. Oxiclean conquers pet odors, stains from baby formula, clothes, and carpet. In addition, it is chlorine-free, odor-free, and color safe, all of which are necessary when children and pets reside at the property.

Competition: Our main competition in the cleaning supply business is companies such as Proctor and Gamble, Johnson and Johnson, and SC Johnson to name a few. Strengths, Weaknesses, Opportunities, and Threats Strengths: . At Orange Glo, we offer powerful, healthy cleaners designed to help you get the job done quickly and easily. Like so many small companies, what motivates us here at Orange Glo is a dream: to delight you and your family with products that perform better than anything you " ve ever seen, are healthy to use, and take the drudgery out of caring for your home and belongings... At Orange Glo, our focus has always been on the products and you. We don't cut corners or focus on the bottom line.

We use only the best ingredients for your family and home. That's why we take the time to use the most fragrant and powerful oil from fresh squeezed Valencia oranges, rather than using processed chemical extracts found in most other citrus products today... Committed to a continuous approach. Customers are the priority. Cost-effectiveness is a permanent objective. Employees are committed and responsible.

Receptive to change. Committed to excellence. Committed to environmental safety. Career development is facilitated by appropriate training Weaknesses: . Lack of product awareness in other countries...

Competition grows. Lawsuits from consumers & customers. Suppliers increasing prices. Competition from other cleaning supply companies already abroad companies. Product availability Opportunities: . Become #1 leader in Cleaning Supply Industry.

Increase Sales. Global Expansion. New technology in Products. Economic Conditions improve Threats: . Keep prices in tune with competitors. Stay in compliance with EPA regulations.

Shop around for the cheapest and best suppliers. Stay ahead of the competition through development of technology and product development Promotions: Separate Presentation Enclosed Channels of Distribution An integral part of our business infrastructure is the warehousing and distribution of our product. Our distribution is business-to-business and business-to-consumer, verifying shipment accuracy, unpack, inspect for damage and generally stock for sale the same day. We then pick, pack and ship customers' orders, inserts, and promotional literature. We offer a full-scale, client-specific reverse logistics program, linking all returns processing in real-time to the inventory management system. Returns are entered to the system upon receipt of the product, at which time a client-specific set of standards regarding re-stocking and disposal or warranty is applied.

Our extensive use of advanced technology and equipment in our distribution centers enables us to generally maintain an order accuracy rate and ship in-stock orders the same day. We will weigh the advantages of using existing channels against the advantages of starting from scratch. Our goal is to reach the primary users of the product through the most efficient, cost-effective means to gain their repeated business. OxiClean will consider hiring a local agent in helping place our product in Argentina.

The Principal-agent arrangements in general involves less commitment and less expense than virtually any other means of introducing our product into a foreign economy. By doing this OxiClean places the responsibility for handling the importation process in the hands of local Argentine businesspeople, which is knowledgeable about the local market, culture, and language. Argentine has an open- market policy, which reduced and eliminated many barriers to international trade, import tariffs were cut by more than half and surcharges were eliminated allowing goods to enter duty-free. We will distribute to small retailers, hypermarkets, and supermarkets and even send out promotional packages to the consumer directly. Intermodal Transportation will allow us more than one mode of transportation such as shipments traveling across the ocean or by way of air.

Our key services are: Product warehousing Pick, pack and ship Custom packaging, invoicing and promotional documentation Transportation management Reverse logistics Custom reporting Value-added services, including wrapping Our Key Features are: Multiple delivery options: next-day, ground, postal and LTL Extended hours for same day shipping Automated picking Multiple quality checks Serial number capture Warranty management Our Key Benefits are: Increased order accuracy Enhanced customer satisfaction Faster order fulfillment Reduced inventory, direct costs and overhead Flexible warehouse capacity Scalable resource management.