MARKETING STRATEGY (Zoran Maricic) Baldwin Company seeks to utilize its core competencies to gain a viable competitive advantage. Management understands that competitors cannot provide consumers with the same value as Baldwin, so Baldwin has developed core competencies by: Offering high-quality, competitively priced branded products whose image is recognizable among consumers; Constantly improving market share market and raise awareness of consumer products; Provide the required number of products that successfully satisfy different market segments, consumers and their expectations in terms of price, age, reliability and ideal positioning on the perceptual map of the market (graph above). Management intends to focus on further improvements and will continue to develop these competencies through marketing efforts that increase the number of units sold and by constantly adapting to market changes and needs. SWOT ANALYSIS The marketing environment for Baldwin presents surprising opportunities. These opportunities also bring some challenges that the company believes it can successfully address. The figure below illustrates a company SWOT analysis conducted by our marketing team to highlight Baldwin's strengths, weaknesses, opportunities and threats. Strengths Product Positioning: Refers to consumers' perceptions of a product's attributes, uses, quality, and competing brands' advantages and disadvantages. Our research and development department is doing an amazing job meeting all the expectations of our customers. Product Pricing: Discussed later in the text. Management: Our management team is an experienced group of highly educated executives and professionals whose sole goal is to build a company committed to its customers...... at the heart of the paper...... sui its products in various ways. The promotional budget and sales budget currently make up the majority of Baldwin's promotional strategy. As for the industry, we aim for strong promotion so that customers can be aware of our products and us. This promotion reflects increased market share and year-over-year sales growth, as can be seen individually in the chart below or in the chart to the right which includes the entire industry. PRICING STRATEGY As discussed above, Baldwin product prices are on par with the competition in mind. Management is not concerned with setting high prices to signal unattainable cutting-edge products, nor does it pursue the goal of matching low prices by selling larger quantities of products. Instead, value pricing is practiced so that our customers feel comfortable purchasing our products and feel comfortable coming back.