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Marketing Plan For Mn Design

As per the case report, MN design is facing increasing revenues but lower gross profit

margins. To elaborate the challenges faced by MN design- with revenues increasing but

gross profit margins on the decline, it is evident that MN’s operating expenditures are on

the rise. Further the Trade-show industry has been going through rapid changes which not

only have the made the Trade-show industry more competitive but also changed the way

business is being done.

These changes are forcing MN design to make some very key decisions- should MN

target all market segments or focus on only one? Historically MN design has serviced all

of the various market segments within the industry. MN design is a small niche player in

a very competitive vertical market, dominated by large players. To stay afloat MN needs

to not only expand its client base and lower costs but also align a strategic long term

vision for the company. This plan can entail expanding the workforce- to bringing in

fresh new faces and infusing the company with “fresh” blood, to creating new ways to

market itself and the MN brand.

MN design’s strength lies in the fact that it is a relatively small player in a very

competitive industry dominated by both small and large players. However MN design has

carved a niche for itself by being able to service all market segments within this industry.

A “one stop shop” for the industry as they are able to adapt to differing client needs,

unlike many of their competitors who focus on standardized products. Due to the fact

they sell directly to exhibitors, MN design also has the added advantage of forging a

direct personal relationship with its clients. This is very vital as it enables them to

distinguish themselves in a very competitive market place. MN design is fortunate to

have quite an extensive and impressive list of clientele ranging from Billabong Canada to

Picadilly fashions.

The...