Situation Analysis and Marketing Strategies for Pine Technologies Limited

This report provides a situation analysis of Pine Technologies Limited, including a PESTEL analysis and Porter's five force model. It also discusses marketing strategies for the company.

Running head: MARKETING
Marketing

MARKETING 2
Table of Contents
Introduction......................................................................................................................................3
Situation Analysis............................................................................................................................3
Porter’s five force Model.................................................................................................................5
Strength, Weakness, Opportunities, and Threats.............................................................................6
Life Cycle........................................................................................................................................7
Segmentation...................................................................................................................................8
Recommendation with Rationale.....................................................................................................9
Positioning Statement......................................................................................................................9
Objectives......................................................................................................................................10
Strategies........................................................................................................................................10
Tactics............................................................................................................................................10
Summary........................................................................................................................................12
References......................................................................................................................................13
Appendix........................................................................................................................................14

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Introduction
This report demonstrates the situation assessment via using PESTEL as well as the five force
model of porter. It also depicts the SWOT analysis. Furthermore, it illustrates the product
lifecycle for the two different products of Pine technologies limited. It also discusses tactics and
strategies for the company.
Situation Analysis
Political factor In Canada, political stability is existed hence
minimum changes in laws and legislation are
regulated by the government in relation to
technology. This may positively impact on
Pine technologies limited with respect to
launching Miller and Drip2 products1.
The economic environment in Canada There is a free trade agreement in Canada. This
agreement could be effective for Pine
technologies limited to making the easier
process of exporting the products as well as
services to benefits both consumers and
industrialist in nation of EU as well as Canada.
The social environment in Canada The rate of online shopping is improving and
young customers highly practice the
1 Dureen Jayaram Ajay Manrai, and Lalita Manrai, ‘Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile
applications’ (2015) 20(39) Journal of Economics, Finance and Administrative Science 118, 132.

MARKETING 4
technology system to shop product through
online channels. It may positively affect the
Miller as well as Drip2.
Technological environment Canada Canadian uses technology with different
intention like career, education together with
leisure. It can positively impact on Pine
technologies limited as it emphasizes on best
technology with measurement of liquids,
grains, wheat as well as bag fill2.
Environmental issues in Canada There are different environmental complexities
that could be faced in Canada. For instance, a
large quantity of air pollutants, climate
alteration, smog as well as acid rain may affect
the Canadians. It might negatively affect the
business growth of pine technologies limited.
Legal environment in Canada There are different rights of employees that are
regulated by the Canadian government. There
are different employer standard that
emphasizes employee vacation, minimum
wages, sick days, dismissal and working hours.
It may positively impact on Pine technologies
2 Shaokun Fan, Raymond Lau, and Leon Zhao, ‘Demystifying big data analytics for business
intelligence through the lens of marketing mix’ (2015) 2(1) Big Data Research 28, 32.

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limited in terms of persuading the proficient
workforces3.
Porter’s five force Model
Competitive Rivalry (Strong Force)
There is a high competitive rivalry in liquid, powder as well as solid industries. But, there is
moderate switching cost as it may moderately impact on the Pine technologies in terms of
launching their Miller and Drip2 products. In such a manner, Pine technology can use the
advance system to measure the bag fill and wheat.
Bargaining Power of Buyers (Weak Force)
There are low substitutes available that depict buyers cannot easily move to another one due to
high switching cost. This could be beneficial for increasing the revenue of Miller and Drip2
product due to the low bargaining power of the buyer.
Bargaining Power of Suppliers (Moderate Force)
There is a moderate number of suppliers as it would have a favorable impact on business
associated with Pine technologies limited. For example, a moderately amount of suppliers of
Miller as well as Drip2 product can modify their pricing. This may also lead to making potential
changes into product’s prices4.
The threat of Substitutes (Weak Force)
3 Deborah Martell, ‘Marketing Information and New Technology’ (Routledge, 2018).
4 Colin Sowter, ‘Marketing high technology services’ (Routledge, 2018).

MARKETING 6
There is a high threat from substitute product in the grain filters technology industry. There are
certain substitutes associated with measuring wheat and bag fill as well as measurement of
liquids and grains may have lower performance as compared with current product related to Pine
technologies limited. There are different external factors that may create the threat of substitutes
in against the company.
The threat of New Entrants (Moderate Force)
The high expenses are essential in the implementation of grain filters as well as filtration
technology as there is a moderate threat from new entrants in this industry. However, moderate
expenses of building the business depict the opportunity for new entrants to get attainment in
power, liquids as well as solid industries5.
Strength, Weakness, Opportunities, and Threats
Strength
Ease of handling
Cost-effective at higher volume
Opportunities
Decline timing of development
Recyclability
Optimization of footprint
Weakness
Costly at less volume of product
Less flexibility to transformation
The high amount of carbon footprints
Threats
Obsolescence of Technology
Tough rivalry6
5 Judy Strauss, and Raymond Frost, ‘E-marketing: Instructor's Review Copy’ ( Routledge, 2016).
6 Charles Colb, ‘Techno-Ready Marketing of e-Services: Customer Beliefs About Technology and
the Implications for Marketing e-Services’ (Routledge, 2016).

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Life Cycle
(Sources: Charles Colb, 2016).
Research and Development
Under this stage, risks are associated with investing in technology innovation. Pine technologies
limited can improve slowdown work by using research and development. It may also use the beta
version of innovative technologies to improve the work.
Ascent Phase
This stage emphasizes on-time structuring from the invention of product with the perspective of
recovering all expenses. In this phase, rapid growth can be seen and competitive advantage could
be attained by offering unique products.
Maturity Stage
When the innovation is accepted by targeted consumers as well as key market players penetrate
into the market, then supply initiates with outstrip demand. In such a stage, return starts to
declines as there is a need for standardized concept.

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Decline (or Decay) Phase
The last stage is created when the utility, as well as potential value in producing along with
selling, starts to decline. This diminishing arrives at the point of the zero-sum game where
margin is no longer developed7.
Segmentation
Demographic segmentation
In the industry of power, solid and liquid, Pine technologies limited would segment both
industrial as well as customer businesses for selling their Miller and Drip2 products. For
example, the Miller product can focus on low rate group so that, it would emphasize on
marketing, customer-driven as well as technology-driven production. However, Drip2 product
can consider the high rate group hence it will target high-end consumers. Therefore, Pine
technologies limited can segment the customer on the basis of their income8.
Geographic segmentation
Geographic segmentation classifies different target consumer according to geographic limits. In
such a manner, Pine technologies limited would segment different geographical location of
Canada. Since, this would be beneficial for comprehending the needs, interest, and preferences
of consumers as well as supports in business expansion in different geographical locations.
Recommendation with Rationale
7 Tessa Christina Flatten, Andreas Engelen, Timo Möller, and Malte Brettel, ‘How
entrepreneurial firms profit from pricing capabilities: an examination of technology‐based
ventures’ (2015) 39(5) Entrepreneurship Theory and Practice, 1111, 1136.
8 Colin Sowter, ‘Marketing high technology services’ (Routledge, 2018).

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Pine technologies limited can consider personal selling strategy in which it can design particular
products and services as per niche demand of market so that demand with respect to Miller and
Drip2 products can be enhanced. This kind of advertisement takes more time but important for
directly target the consumer to sell the products as well as services. The company can also
implement different modes of social media such as Facebook, Twitter, Instagram, and Snapchat.
Hence, the company will implement this channel due to cheaper as well as a significant strategy
to attract the bulk of customers9.
Positioning Statement
 Pine Technologies Limited can create a positive image among customers by enhancing
the level of services and delivering the added value to customers as they can pay a high
rate to measure the liquids as well as grain.
 The company can generate a distinctive image between the consumers by introducing
new products with high quality for customers who wish filler technology into a different
region of Canada10.
Objectives
 To gain revenue by considering innovative technology by 35% in the next 3 month
 To increase market share by using a competitive pricing strategy by 25% in the upcoming
5 month
9 Charles Colb, ‘Techno-Ready Marketing of e-Services: Customer Beliefs About Technology and
the Implications for Marketing e-Services’ (Routledge, 2016).
10 Deborah Martell, ‘Marketing Information and New Technology’ (Routledge, 2018).

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 To enhance the demand of customer by implementing integrated marketing modes by
30% in the upcoming 5 months
 To gain a return on investment by exercising online modes by 15% in 2 months.
Strategies
Social media platform could be used by Pine technologies limited to endorsing the products as
well as services. This can be advantageous for increasing the market share. Different social
media channels could be used to influence the customers such as Twitter, Facebook, Snapchat
and Instagram. This channel would be effective as it is inexpensive and supports in generating
the customer base. This would be supportive in creating the sustainable development as well as
growth11. It would enhance the customer demand as well as gains the revenue of corporations.
Tactics
Product
Pine technologies limited uses significant technology for measuring wheat as well as bag fill,
combined with scales to weigh. This product is supportive for gaining the competitive
advantageous. With the development, the company can steadily emphasize on filler application
facilities with the organized sensors into the process. It would be beneficial for attracting the
customer with respect to Miller and Drip2 products of Pine technologies limited12.
11 Shaokun Fan, Raymond Lau, and Leon Zhao, ‘Demystifying big data analytics for business
intelligence through the lens of marketing mix’ (2015) 2(1) Big Data Research 28, 32.
12 Dureen Jayaram Ajay Manrai, and Lalita Manrai, ‘Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile
applications’ (2015) 20(39) Journal of Economics, Finance and Administrative Science 118, 132.

MARKETING 11
Place/Distribution
Pine technologies limited website would enable the consumers for accessing the valuable
information with respect to Miller and Drip2 product. This website would be a suitable technique
for communicating with the targeted client around the globe. Online modes could be practiced
for selling the products as well as services of the company in less time period.
Promotion
Advertising plays a fundamental role in promoting the Miller and Drip2 product in the context of
Pine technologies limited. For example, a company can promote their products via using online
media, print media, as well as trendy new websites channel. Sales promotion can also be used to
gain the company share in liquid, powder and solid industries. For example, discounts and free
trials are offered to persuade the bulk of customers for Miller and Drip2 product13.
Price
Pine technologies limited can use an economical pricing approach where it would offer products
at a minimum rate and generates a small amount of profit. The company can also decline the
expenses associated with marketing and promotion. The key objective of using this strategy is to
sell the bulk of product in minimum rates. This would be advantageous for increasing the
competitive advantage with the minimum rate14.
Summary
13 Deborah Martell, ‘Marketing Information and New Technology’ (Routledge, 2018).
14 Charles Colb, ‘Techno-Ready Marketing of e-Services: Customer Beliefs About Technology
and the Implications for Marketing e-Services’ (Routledge, 2016).

MARKETING 12
As per the above interpretation, it can be summarised that situation assessment is practiced for
evaluating the situation of Pine technologies limited. It can be concluded that porter’s five force
model is executed for assessing the industry condition. SWOT evaluation is implemented by the
company for addressing the strength, weakness, opportunity, and threats. The life cycle is also
applied for demonstrating different stage of developing the product. Segmentation can be used to
segment the consumer as per the geographic as well as a demographic basis. The marketing mix
is implemented by Pine technologies limited to increasing the revenue of Miller and Drip2
product.

MARKETING 13
References
Colb Charles, ‘Techno-Ready Marketing of e-Services: Customer Beliefs About Technology and
the Implications for Marketing e-Services’ (Routledge, 2016).
Fan Shaokun, Raymond Lau, and Leon Zhao, ‘Demystifying big data analytics for business
intelligence through the lens of marketing mix’ (2015) 2(1) Big Data Research 28.
Flatten Tessa Christina, Andreas Engelen, Timo Möller, and Malte Brettel, ‘How entrepreneurial
firms profit from pricing capabilities: an examination of technology‐based ventures’ (2015)
39(5) Entrepreneurship Theory and Practice, 1111.
Jayaram Dureen, Ajay Manrai, and Lalita Manrai, ‘Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns, and mobile
applications’ (2015) 20(39) Journal of Economics, Finance and Administrative Science 118.
Martell Deborah, ‘Marketing Information and New Technology’ (Routledge, 2018).
Sowter Colin, ‘Marketing high technology services’ (Routledge, 2018).
Strauss Judy, and Raymond Frost, ‘E-marketing: Instructor's Review Copy’ ( Routledge, 2016).
Wirtz Jochen, and Christopher Lovelock, ‘Services Marketing: People, Technology’ (World
Scientific Publishing Company, 2016).

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Appendix
Political factor In Canada, political stability is existed hence
minimum changes in laws and legislation is
regulated by the government in relation to
technology. This may positively impact on
Pine technologies limited with respect to
launching Miller and Drip2 product.
The economic environment in Canada There is a free trade agreement in Canada. This
agreement could be effective for Pine
technologies limited to making the easier
process of exporting the products as well as
services to benefits both consumers and
industrialist in nation of EU as well as Canada.
The social environment in Canada The rate of online shopping is improving and
young customers highly practice the
technology system to shop product through
online channels. It may positively affect the
Miller as well as Drip2.
Technological environment Canada Canadian uses technology with different
intention like career, education together with
leisure. It can positively impact on Pine
technologies limited as it emphasizes on best
technology with measurement of liquids,

MARKETING 15
grains, and wheat as well as bag fills.
Environmental issues in Canada There are different environmental complexities
that could be faced in Canada. For instance, a
large quantity of air pollutants, climate
alteration, smog as well as acid rain may affect
the Canadians. It might negatively affect the
business growth of pine technologies limited.
Legal environment in Canada There are different rights of employees that are
regulated by the Canadian government. There
are different employer standard that
emphasizes employee vacation, minimum
wages, sick days, dismissal and working hours.
It may positively impact on Pine technologies
limited in terms of persuading the proficient
workforces.