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EMG-4 / 2008106114
Industry Overview
Heating, Ventilation, and Air Conditioning (HVAC) equipment implement heating
or cooling for residential, industrial or commercial buildings. The HVAC systems also
provide fresh outdoor air to remove interior airborne contaminants such as volatile
organic compounds and odors emitted from interior furnishings or various cleaning
chemicals among others.
The HVAC equipment are anticipated to penetrate into both residential and
commercial market segments in the coming years. The industrial segment is another
key segment that is expected to witness moderate growth over the forecast period. The
demand for air conditioning equipment was the largest globally and thus, this segment
dominated the HVAC equipment market in 2013.
The major factor restraining the growth of HVAC equipment market is high
energy consumption of HVAC equipment. The market opportunities in the coming years
are related to the growing trend of smart homes, development of energy efficient
systems and adoption of green technologies by HVAC equipment manufacturers.
Energy efficiency is thus one of the key concerns that global manufactures are focusing
on.
With an increase in new building construction inherently comes an increase in
new HVAC unit installation. In both residential and non-residential, HVAC equipment
installation will be on the rise in 2015:
Sources:
http://news.carrierenterprise.com/2015/12/21/changes-and-trends-for-hvac-in-2016/
https://www.wbdg.org/resources/hvac.php
Current Situation
There is a need to review the current distribution of the company to know if it is in
the same direction as to what is in market trend. Shown below is the percentage of total
sales for each classification for the year 2015.
Commercial; 78%
Figure 1.1 Total Sales per Classification for the Year 2015
Based on the graph, commercial buildings have the highest sales so it is
the current focus of the department. Moving forward, residential buildings can be the
target market of the company since there is a high potential based on the forecasted
construction and there is a vast decrease for commercial buildings.
Figure below shows the departments geographic reach for the year 2013 to
2015.
Metro Manila:
350
Batangas:
10
Cavite: 10
Bulacan:
4
Bacolod:
1
Cebu: 1
Problem statement
YEAR
Sales
(Actual)
Sales
increment/decre
ase
2009-2010
29,822,531.
00
2010-2011
42,049,768.
71
12,227,237.71
25,229,861.
48% 00
increase
2011-2012
64,336,146.
13
22,286,377.42
45,035,302.
88% 00
increase
2012-2013
99,721,026.
50
35,384,880.37
69,804,719 .
15% 00
increase
2013-2014
84,762,872.
52
(14,958,153.97)
89,001,016.
-3% 00
decrease
2014-2015
105,953,59
0.65
21,190,718.13
95,358,232.
12% 00
increase
Percenta
ge
Sales Target
Inc./Dec.
20,875,772.
00
For the year 2009-2012 Company XYZ experienced the increased in sales,
however for the 2013-2015 incurred decrease in sales.
LOCATION OF CLIENTS
1% 5%0% 4%
Central Luzon
NCR
Northern Luzon
Southern Luzon
Visayas
89%
Input
Data
Gathering
from
interviews
Attending
meeting
with the
clients
Sales from
2009 to
2015
Process
Process
mapping
Why - why
diagram
Marketing
strategy
Benchmark
ing
Porter's 5
forces
SWOT
ServQual
Output
Assessmen
t on their
operations
How how
diagram
Strategic
plan
Factors to
achieve the
goal