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Plan with Detail Instructions

The Plan and instructions are provided to serve as a roadmap to higher revenue and profit for small US manufacturing businesses.  In this plan, a small US manufacturing business is defined to be a business with 1-100 employees that manufacture finished goods or component parts using US labor.  This plan is not specific to individual products but rather specific to the general category of Made in USA products.  For more about the plan refer to the Table of Contents.  

 

Using 8 competitive advantages our research identified, this plan shows US manufacturing businesses how to grow their revenue and profit by taking market share from their foreign competition.

 

Discovering and communicating how to do this was accomplished by a group of associates with extensive US manufacturing training and experience. This group is highly experienced in administration, accounting, finance, technology, and manufacturing operations. They have years of success acquiring, integrating, and organically growing US based businesses.

 

The group began its efforts by analyzing the US consumer. This was accomplished by gathering data from surveys of a demographically representative sample of the US.  This data clearly showed US consumer attitudes about Made in USA products had changed.  These surveys and additional research answered the following seven questions:

 

(1)    How much demand is there for Made In USA products?

(2)    Where is the demand for Made In USA products?

(3)    What obstacles reduce the demand for Made In USA products? 

(4)    When compared to imports, how should Made In USA products be priced?

(5)    What trends need to be considered to remain competitive?

(6)    What competitive advantages exist for manufacturers of Made In USA products?

(7)    How important is Made in USA labeling and can better labeling contribute to greater sales?

 

The group analyzed the answers to these questions and the data collected to create this comprehensive marketing plan.  The plan put everything discovered together into a single document.

 

This plan was created using experience and the knowledge gathered from research.  Eight competitive advantages were identified and used to form a Core Marketing Strategy.  As a part of the Strategy a marketing campaign was created to remove obstacles to revenue growth, its effectiveness was tested, refined, and adopted as the Core Marketing Message.  The Core Strategy was tailored to include advertising to target the ideal Made in USA customer.  In addition, using one of the competitive advantages, the necessary steps to realize significant improvements to gross margin is described in detail.

 

To further assist US manufacturers two parts of this plan were proactively implemented.  These implementations enable US manufacturers to accelerate their receipt of the benefits of this plan.   These implemented components are part of the Core Marketing Strategy and target the ideal customer using the Core Marketing Message. These components are optional to use but to gain the maximum benefit from this plan we recommend the use of them.