Diversifying Into New Markets for an Antimicrobial Coating

Overview

Our project investigated new markets and methods of entry for an antimicrobial powder coating for Advanced Finishing U.S.A. (AFUSA). A new supply chain configuration was implemented based on an updated marketing strategy. The team concluded that this project could be profitable and beneficial to society and AFUSA.

Objectives

As a continuing project, the objectives focused further down the project life cycle than previous projects. One of the major objectives of this project was to investigate AFUSA’s ability to gain access to new markets for the antimicrobial coating and thus if AFUSA’s potential share in these markets would make this product viable.

Approach

• Generate new potential markets of entry
• Identify products within those markets benefiting from antimicrobial coating
• Conduct survey to gauge public opinion on antimicrobial coatings
• Analyze sales strategies for the antimicrobial coating
• Propose a new supply chain with the new marketing/sales method

Outcomes

There are two major outcomes from this project. The first outcome is the suggestion of adopting the strategic partner method of selling. The second outcome, as depicted in the figure on the right,  is a simplified supply chain structure that reduces the actions the customer must make to get a part coated. This supply chain modification should increase the requests for the antimicrobial coating.