Samrayco Aviation Marketing Strategy

Marketing Plan

                 Management 311

 October 4, 2014

  Embry Riddle University

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  Brian S. Middleton

Executive Summary

Samrayco Aviation is a start-up company creating interior equipment and furnishings for corporate and general aircraft operators. Samrayco Aviation will design thoughtful, complete, and cost-effective interior solutions and sub-contract limited manufacturing to outside vendors.

Samrayco Aviation has identified, and is working to complete, four objectives that will assist them on their path to profitability. The first objective is to obtain Supplemental Type Certification (STC) approval from the FAA. Secondly, Samrayco will produce a 3-D prototype of the base design of our product line. Next is the need to secure approval from FAA/PMA air craft parts manufacturing association to be a parts manufacturer.  Finally, there is the need to develop a comprehensive marketing plan and promotional campaign. Samrayco Aviation will leverage their competitive edges, which are based on product innovations/features and price competitiveness. The first edge is their use of a Titanium frame that creates a strong, light unit that is easily assembled using composites and titanium honeycomb matrix panels. The next advantage is built-in storage devices, maximizing all available space. All Samrayco Aviation interior cabinets and interior units are designed to offer years of reliable service and be compact, efficient, and safe.

Samrayco Aviation will target aircraft operators and corporate flight programs in the United States and other North American markets. Currently, these segments have the highest market potential in aircraft interiors. Samrayco Aviation will reach potential customers in several ways, including direct mailings, brochures, a website and e-commerce, advertisements in trade publications, and Aviation trade shows. The U.S. currently shows a five percent growth rate with a potential for over 8,000 customers.  All other North American markets demonstrate a combined growth rate of eight percent with a potential 1400+ customers.

Samrayco Aviation has assembled a strong management team to execute their solid plan.        John Winkinhimer is the product design master for Samrayco Aviation. He has a 20-year career in industrial design and recently has been concentrating his designs on Aircraft interiors due in part to the fact that his wife is a corporate Pilot. Brian Middleton, the business mind of the company, complements our design master. He will also assume operations and strategic planning functions. Brian has spent the last 22 years in the corporate and general aviation industry doing everything from manufacturing overhaul, general engineering and maintenance.