Analyzing the Scrap Metal Recycling Industry and Various E-Marketing Efforts

9391 Words Nov 30th, 2011 38 Pages
Executive Summary

This E-Marketing Plan has been designed for K&K Recycling Services. K&K Recycling Services is a small company that has limited resources but realizes the potential and importance of having a sound E-Marketing strategy.

Key issues facing the company involve its limited marketing efforts. K&K Recycling Services has a very limited marketing budget that is primarily used for direct sales. Lacking innovation and failure to adopt modern business models may very well hinder K&K Recycling Services’ profitability and growth.

K&K Recycling Services, along with its top three competitors in the industry use basic E-Marketing strategies such as a company website and Search Engine Optimization via Google. While K&K
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In addition to providing traditional scrap recycling services to its core industrial accounts and peddlers, K&K Recycling Services has focused on working with large Original Equipment Manufacturers (OEM) to provide them with customized solutions (K&K Recycling Services About, par. 1). Their mission statement is to treat its employees, customers and suppliers with respect and integrity. Basing their values on the four pillars of Service, Integrity, Creativity and Respect (See Appendix A), K&K Recycling Services never settles for the “status quo.” The company strives to challenge itself and offers creative solutions, thereby adding significant value and solidifying their client relationships (K&K Recycling Services Mission, par. 1).

Summary of Key Issues

• Being in a traditional industry that is driven solely by face-to-face interactions, the company has felt no immediate need to innovate and differentiate itself by engaging in E-Marketing initiatives (Sweeney).
• Lack of appropriate human resources and skills to utilize company assets and take advantage of emerging industry opportunities hinders K&K Recycling Services from expanding into serving other sectors (automotive and rail sectors) or growing into other related markets (non-ferrous trading market) (Sweeney).
• Inadequate marketing efforts by management, as reflected in a lack of a marketing budget and evaluation methods as well as poor reporting structure and accountability may

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