Innovative Marketing Concept for Niche Tight Budget Organizations
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Author
Key, Mark
Date
2010
Degree
Master of Leadership Development
Abstract
I am part owner and Vice President of Sales & Marketing for Redi Controls, Inc., a small
business manufacturing firm in the industrial commercial HVACR (Heating, Ventilation, AirConditioning and Refrigeration) marketplace. Since 1989, when the company was started and
incorporated, I have assisted in developing relationships in which Redi Controls is an approved
supplier or system provider (in some cases provided consultation, research, development and
private labeling services) for United Technologies’ Carrier Corporation, Johnson Controls, York
International (a Johnson Controls Company), McQuay International and Ingersoll’s Trane
Company and/or service branches. I have also contributed intellectual property (patents) for the
organization while performing other managerial tasks in this small business entity. Additionally,
Redi Controls’ has done business with various Fortune 500 companies. Our product line is
comprised of specialized systems specific to niche areas of our marketplace. However, one of
our recent products known as the OAM-Purger is doing well in the general marketplace, but I
have determined a niche market with unique concerns that I believe provides a unique challenge
and opportunity to exploit.