Case - Becker

NOTE: annual reports and 10Ks do not seem to be available for this subsidiary corporation. Using their annual reports and/or 10k filings (www.annualreports.com, EDGAR at http://www.sec.gov/edgar.shtml), the technology press, the business press (mostly archives of the WSJ, Business Week, Fortune, Forbes, etc.), company web sites, and whatever else you find useful report on the following.

1. Very briefly describe the imperatives driving the world market for portable industrial air compressors (trailer mounted, combustion engine driven compressors).

2. You are the new CMO of Becker Pumps USA, the US operations of Becker of Germany, an old maker of stationary compressors. The CEO walks into your office and tasks you with developing the target marketing and positioning strategy for the new Excaliburline of portable industrial air compressors. The line is meant to be very lightweight, have strong theft prevention features, be easily field serviceable by the user, and sell at a medium to high price point.
He walks out and you make the following notes on your note pad:

a) What markets will this line likely address and which will be the largest?

b) Within the largest market what segments likely exist (be sure to give the segments names)?

c) Which of these segments might be the best fit for the Excalibur?

d) What market research tools and data will be best to answer questions a, b, and c?

e) What position does Becker want to achieve in the marketplace? (Think about what the potential target markets will demand as far as attributes of a compressor).

3. A year after the Excalibur hits the market you must prepare for a meeting with the CEO and others to discuss how the marketing efforts and positioning are going. How will you show that the positioning is effective? Further, what metrics will you want to discuss to show that the marketing has paid off?