MBA FPX 5012 Assessment 2 Marketing Analysis Report with Metrics

Student Name

Capella University

MBA-FPX5012 Marketing Management

Prof. Name

Date

Company Evaluation

Knox Fertilizer Plant, a local production facility in my vicinity, has been in operation since 1950. According to the company’s website, it has remained a family-owned business since its inception, founded by Robert and Georgia Shaw 69 years ago (KnoxFert.com). My personal connection to the company stems from my father, Phillip Miller, who has dedicated 31 years to Knox Fertilizer, progressing from a forklift driver to the current Operations Manager. Through his extensive experience and insights into the company, I gained an authentic understanding of their manufacturing processes and current standing.

Knox Fertilizer operates under the North American Industry Classification System (NAICS) code 3300 (Other miscellaneous manufacturing) and 33999 (All Other Miscellaneous Manufacturing), as well as the Standard Industrial Classification (SIC) code 2819 (Industrial Inorganic Chemicals, Not Elsewhere Classified).

Mr. Miller emphasized the company’s commitment to in-house production, avoiding outsourcing. They collaborate with various suppliers for materials, utilizing an auto-ordering and inventory-tracking system. This system ensures efficient management of on-hand inventory, enabling them to fulfill orders for their largest customer within 72 hours. This strategy, coupled with constant expansion and a strong business history, reflects the company’s successful approach.

MBA FPX 5012 Assessment 2 Marketing Analysis Report with Metrics

Initially, Knox Fertilizer focused on producing a single fertilizer (Shaw’s Fertilizer). Over time, they expanded their product line to include 11 different types of fertilizer and two ice melts under their brands (Shaw’s, XRT, Platinum, Surfcote, Gro-Gard, and One&Done). They also collaborate with other groups to produce consumer brands such as Schultz, Garden Safe, Twin Pine, and Gro-Fine. Knox Fertilizer’s partnerships with industry leaders like BASF Specialty Products, Bayer Environmental Science, and others contribute to their continued success.

The company’s manufacturing process involves receiving components from trusted suppliers, shipped via railway or semi-transport to their facility in Knox, Indiana. While their primary clientele consists of retail chains, they also engage in Business-to-Consumer (B2C) sales to farms and landscaping companies.

Despite considerations for potential outsourcing, Knox Fertilizer remains committed to in-house production to maintain control over product quality. Mr. Miller emphasized that their focus on using fine quality materials, reliable employees, and advanced machinery is crucial for delivering the best products in a timely manner.

Product Characteristics

Knox Fertilizer currently produces 11 different fertilizers and two ice melts, including in-house brands like Shaw’s, XRT, Platinum, Surfcote, Gro-Gard, and One&Done. Their products cater to the enhancement and maintenance of quality turf and ornamental plants for residential, commercial, and recreational sites. Notably, XRT features controlled release technology for nutrient release up to 90 days, offering convenience and cost savings for consumers.

Competition Evaluation

Knox Fertilizer faces competition from major players like Jobe’s, Scotts, and Miracle-Gro in the fertilizer market. Each competitor emphasizes specific product features, but Knox Fertilizer’s focus on delivering on its promises and maintaining a niche market position has contributed to its long-standing success.

Data Source Evaluation

Data from the Census Business Builder: Small Business page provides insights into Knox Fertilizer’s local impact in Knox, Indiana. While the town’s demographics influence the company’s workforce, its major market share lies beyond the local population.

Social Media Marketing Strategies

Knox Fertilizer’s marketing strategy primarily relies on its longstanding reputation and word-of-mouth referrals. While they have a Facebook page and a presence on LinkedIn, their focus is not on extensive social media marketing. Their recent website revamp reflects a commitment to modernize their online presence.

New Location Suggestion

Considering Knox Fertilizer’s successful location strategy, a recommended second location is North Platte, Nebraska (zip code 69101). Similar to Knox, it offers a stable demographic, a strong sense of community, and a large farming presence. The proximity to a railway aligns with Knox Fertilizer’s logistical needs, making North Platte an ideal expansion choice.

References

Kart, J. (2019, November 29). Peer Pressure Linked To Fertilizers and Pesticides On Lawns; Could Wildflowers Follow? Forbes. Retrieved from https://www.toolshero.com/strategy/porters-generic-strategies/

Knox Fertilizer. (n.d.). Knox Fertilizer. Retrieved from www.knoxfert.org

Knox Fertilizer. (n.d.). Facebook. Retrieved from https://www.facebook.com/search/top/?q=knox%20fertilizer&epa=SEARCH_BOX

Knox Fertilizer. (n.d.). Google.com. Retrieved from https://www.google.com/maps/place/Knox+Fertilizer+Co/@41.289223,-86.6488607,17z/data=!4m7!3m6!1s0x881161696fe37395:0xf9dedd20f14e846b!8m2!3d41.289223!4d-86.646672!9m1!1b1

Knox Fertilizer. (n.d.). LinkedIn.com. Retrieved from https://www.linkedin.com/company/knox-fertilizer-co

United States Census Bureau. (2017). Knox IN. Census Business Builder (CBB). Retrieved from: https://cbb.census.gov/sbe/#industry0=32531&geoId=46534&geoType=zcta&dataVariable=1&centerX=-9640978&centerY=5053870&level=11&view=map

United States Census Bureau. (2017). North Platte, NE. Census Business Builder (CBB). Retrieved from: https://cbb.census.gov/sbe/#industry0=32531&geoId=69101&geoType=zcta&view=report&reportType=summary

Vasquez, W. (2019, July 17). The 8 Best Fertilizers of 2020. The Spruce. Retrieved from: [https://www.thespruce.com/best-fertilizers-4154249](https://www.thespruce.com/best-fertilizers-4154249)

MBA FPX 5012 Assessments 2 Marketing Analysis Report with Metrics