Page 314 - Training 2019

SECTION 3. Market analysis

Key issues affecting my market are:

1. 20% of my business is currently with one customer, (Everest/Paarl Labels/Golden
Era)

2. There is potential to expand our business within the broader engineering
and photopolymer plate sectors

3. There are 4 direct competitors in our area, 2 of which present a real threat to our
key accounts

4. Most of our business has traditionally been with full commercial printing and
corrugated industries. There are opportunities to develop more into areas such
as litho, and to go for the photopolymer plate business, using the resources of
people in the know to explore all opportunities.

5. Due to sensitive pricing in a recessive market several larger businesses in the
region have opted for three quotes, hence we need to be aware of our pricing
position.

6. We have lost business from 3 major businesses in the regions over the past 4
years and we need to bring about winning ideas in order to retain the lost
business.

7. We have previously lagged behind in training our customers on the superior
performance of our products, hence we are aiming to concentrate on sampling
and demos in order to show the befits of our products performance.

Barkev Sales Training Producing Your Personal Sales Plan 8