Huntsman-Armenia Corporation : marketing plan

Abstract

Huntsman-Armenia Corporation, JSC was established in 1991 by Huntsman Family and Armenian Government in order to help Armenians to recover regions which suffered from the earthquake. The factory was equipped with a unique technology for pre-stressed concrete panel production. Due to several impediments and absence of enough marketing Huntsman-Armenia Corporation has delayed its break-even period until the end of 1998. Thus, for further growth, Huntsman-Armenia Corporation has chosen the objectives of product diversification and appropriate marketing for all produces products. Besides, Huntsman Family decided to widen the scope of its humanitarian aid in Armenia and they are willing to give &10 million credit to Armenia for 400 apartments building purpose in the Earthquake Zone cities – Giumry and Spitak. Product diversification intended production of plastic pipes and concrete roof tiles. But during market research for the plastic pipe production it was revealed that in this industry Huntsman-Armenia Corporation will have one or even two strong competitors. One of them has already made an agreement with German company for plastic pipe production equipment acquisition. Due to a small market in Armenia and neighboring countries the final decision was to stop further works on the plastic pipe project. The concrete roof tile production will be successful because of the uniqueness of this product: there is no such kind of production in Armenia. Besides, the competitors are not strong enough. Due to the most modern of its kind facility used for production pre-stressed concrete panels Huntsman-Armenia Corporation’s panels have higher quality than the competitors’ products. Thus, through suggested marketing Huntsman-Armenia Corporation could enhance market awareness about quality of prestressed concrete panels and increase its market share from 20% to 50%, and introduce then advertise a new product – roof tile. Huntsman Family provided $10 million budget for House Building project. 400 apartments should be build based on the cost of sq.m. living space. For this project realization the tender should be announced among those architectural firms and construction organizations that are already informed about this project. During all work it is necessary to rely on strengths and competitive advantage, be careful of the weaknesses and try to change them into strengths, be creative to the treat and opportunities, and also use the following philosophy – “do right things rather than things right”. These projects could be successfully began and finished through right implementation and monitoring thus creating an additional opportunity to achieve all objectives.