Analyzing the Scrap Metal Recycling Industry and Various E-Marketing Efforts
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 …show more content…
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