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The growth of TuffTrak

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The report has been written with an objective to find a solution for the growth of TuffTrak which is, an American company focused on providing industrial matting solutions that protect ground work and provide easy access to difficult terrains for all types of industrial users. TuffTrak is part of the well-known American market leader in industrial safety solutions that is the Checkers Safety Group. Checkers Safety Group is the holding group of four power brands that are focused on various industrial safety needs. Headquartered in Colorado, USA Checkers Safety Group is the only developer and manufacturer of all products covering all four brands. All products are manufactured in the state of Arizona ensuring that all safety conditions are met. Products are then transported to company warehouses or directly to local distributors situated across the world. The main goal of the company is to provide the highest quality industrial safety products that protect people, assets and the environment (Checkers Safety Group, 2017).

The report consists will firstly describe the established research objective. Secondly, an exploration section is given which provides insights in the market situation and recognizes factors connected to the research objective. Based on this segment, a conceptual model is designed which visualizes the cause-and- effect relationship of the chosen variables on the objective. Further, a proposed solution is presented based on the information obtained from the before established parts and finally a method by which that solution will be tested is provided. Research objective Although Checkers Safety Group has been active in various markets for 25 years, TuffTrak being the most recently established power brand of Checkers Safety is struggling with a low brand recognition (Checkers Safety Group, 2017). With the threat of high rivalry, TuffTrak faces the demand for ground protectors’ product range reaching its saturation point (Atanasova, Cernuda A’lvarez, Amerio, & Boll, 2017).

What comes with the mentioned poor brand awareness, is an unwell developed customer base and thus poor sales performance. Out of four power brands, Tuff Tack generates the smallest percentage of sales (Checkers Safety Group, 2017). As each of the power brands is of same importance, this problem should be effectively approached by Checkers Safety. According to the extensive analysis conducted by means of various business models, it has been proven that it is more beneficial for TuffTrak to grow in Germany rather than in the Netherlands (Atanasova, Cernuda A’lvarez, Amerio, & Boll, 2017).

Therefore, the focus of this report is on increasing the sales in Germany solely. With the number of direct competitors for TuffTrak in Germany constantly growing, the firm should take action as soon as possible in order to remain market leaders (Atanasova, Cernuda A’lvarez, Amerio, & Boll, 2017). To make it an achievable yet challenging goal, TuffTrak should aim to increase its revenues by 25% by the end of 2018. Tufftrak is known for its leading position in multiple markets, however, in Germany, the company is still unexperienced and without brand awareness and build up brand equity. Therefore, obtaining the increase of 25% in turnover in the first year will be challenging. Checkers Safety should ensure that it does not forego any revenues or misses any opportunities. In the light of problems, the company might face in expanding to the new market of Germany; the final research question has been formulated: ‘How can TuffTrak increase revenues in Germany?’

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