1. Alex Pagliuca Mike Fiorini Brendan Sullivan Cristina Lane
Beam Precision Optics
Alex Pagliuca
Mike Fiorini
Brendan Sullivan
Cristina Lane

2. Company Overview Founded in 1978 by Robert and Mark Pagliuca
Specialize in custom optics
Family Owned for 30+ years
Word-of-Mouth advertising

3. Strategic Focus Drastically increase Beam’s revenue
Discover direct and indirect competitors
Focus on the behavior of our Target Markets industries
Find the market that will value Beam’s niche

4. Situation Analysis small business in a diverse industry
provides specialized optics for metal, visual spectrums, infrared and customized orders
The owner has never used advertising and has never created a marketing plan of any type.
Word-of-mouth, personalizing pens, calendars, and stickers with Beam’s information

5. SWOT Analysis Strengths: Opportunities: Weaknesses: Threats: -Size
-Family-owned for 30+ years
-Strong customer base
-Multiple Specializations
-Elbow-Grease Production
Weaknesses:
-Size
- Can’t mass produce
-Only Marketing is Word-of-mouth
Opportunities:
- Venture into the market over seas
- Provide a product that has hand precision vs. machine technology
Threats:
-Large Corporations
-Economic Stability

6. Industry Analysis Trends: as technology grows the industry grows
Sales: TBA
Sectors of the industry include:
Infrared:
Metal:
Visible:
Medical

7. Competitive Analysis Direct: Indirect: JML Optics – Rochester, NY.
Sydor Optics- Rochester, NY.
Indirect:
AMF optics –Woburn MA
Cacore Optics – Laneport, NY

8. Company Analysis First year in 1980 sales - $60,000
Sales last year -- $300,00.00

9. Customer Analysis Chromatics ,VT – visible optics windows
Affametrix/Flextronix, CA – visible optics mirrors & windows
General Scanning, Inc Lumonics, MA – Reflective mirrors/prisms
Flir Systems MA—Lense/Infared
Irobot MA– Infrared (germanium)
Leap Technologies CA – Infrared ( germanium)
Axcielas MA- Lap aluminum mold plates for injections
Mirror has a metal coating ( usually its silver) that reflects a laser.
Windows have the coating on both sides of the glass (antireflective coating) that will filter out the undesired wavelengths. The coating is designed to only allow the particular wavelengths that are desired to hit the actual instrument to pass through the coating.
Lense- deals in focal lengths (concave or convex)/ reflects light to a precision point a certain length away from the mirror. ( a flat mirror will reflect it forever)

10. Marketing Strategy Mission:
Behavioral Segmentation of Beam’s top customers over the last 3 years
Penetrate the largest feasible markets
Gain 12-15% of the new market

11. Objectives Marketing: Financial
Penetrate a market that will generate more revenue
-Position the company within a market that will require the
demand Beam can handle
Create awareness within the various markets
Financial
Cost effective plan
Eventually gain 25% more
of the market share
- Increase revenue by 30% in the first 3 years.

12. Target Market Currently there is no specific market
Plan: To look into our top customers and evaluate their market

13. Competitors
Unavailable until target market is defined

14. Positioning & Strategy
Once we find the specific market we will target to then we can identify our positioning within the market.
Our strategy will be based on repositioning Beam to the best spot as well as penetrating the market cost effectively

15. Marketing Mix Price: Low prices with High Quality
Product: Aerospace, Military, Medical, Instrumentation & Control & Industrial Applications
Place: Beam is located in Massachusetts
Promotion: Our precise fabrications

16. Financials Our financial statements will include:
Break Even Analysis
Sales Forecast
Expense forecast
These statements will allow us as a marketing team to see if the launch of our strategic marketing plan will satisfy our cost effective goal

17. Implementing Plan
Find our top customers industry and penetrate the company’s in those particular industries
Positioning BEAM in a market where the demand is attainable

18. Controls & Evaluations
This section will venture into how effective our SMP will affect the company. How we will track and record the following after the plan has been implemented:
Revenue
Expenses
Customer Satisfaction
New Product Development

19. THANK YOU! ARE THERE ANY QUESTIONS OR COMMENTS?