Marketing Strategy for ITP

One of the primary strengths of ITP is that it does not perform its own manufacturing. Because it serves as a "middleman" between the end customer and the companies which actually do the various types of printing, ITP does not have much overhead, and very little capital equipment. ITP has offices of 1000 square feet, and only 8 employees; most of these employees are directly engaged in selling activities. Since employees are paid a commission on top of a small guaranteed salary, the costs associated with the employees varies directly with the amount of sales. This cost structure gives ITP a strong financial position since it has no outstanding debt.

Using subcontractors to produce the various items which the company includes in its catalog is also a strength. Because ITP is not dependent on any one vendor, it is able to negotiate the best terms

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et and introduces the concept of the product to the consumer. Promotional items are an entrenched part of the American way of doing business, and companies as large as multi-national pharmaceutical manufacturers and as small as individual realtors all use promotional items to help consumers remember their name and company information. The market is no longer in the growth phase, which is characterized by few competitors and little knowledge of the market by the consumer coupled with high levels of profit as pricing is not yet an issue. While this market does not have a great many competitors in the immediate area (and it is a regional business at this point), that is because competitors have already dropped out of the market. Aside from T2 and CFB, there have been other competitors who also had their own production facilities and who eventually left the market because they were unable to market themselves successfully as price pressure grew stronger. The market is in the mature phase, which means that there are few competitors and also that there is less room for companies to vary their pricing structure. Companies compete against each other based on price since there is little differentiation among the products (commoditiza
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Some common words found in the essay are:
SWOT Analysis, T2 CFB, Life Cycle, Controls ITP, Initially ITP, Forecasts ITP, Distribution ITP, Pricing Pricing, Promotion ITP, Promotions ITP, promotional items, t2 cfb, outside sales, sales representatives, outside sales representatives, cost structure, market share, catalog mailed, life cycle, promotional item, product life, spring catalog mailed, value pricing strategy, promotional items companies, gain market share,
Approximate Word count = 2634
Approximate Pages = 11 (250 words per page)

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