家具制造企业市场营销计划 (English Version).doc

1.0 Executive SummaryWillamette Furniture has been riding a growth spurt, having discovered the high-end direct mail channel that gave us a push to new potential volumes through channels. Bolstered by appearances in specialty catalogs, we were able to develop another additional channel through distributors of office equipment that sell directly to corporations. We believe that by targeting the high-end market, we can successfully occupy an emerging niche that other channels of distribution have not been able to target. With the implementation of the new marketing focus outlined in this plan, we will position our product line as the high-quality, elegant alternative to mainstream office furniture found in office supply stores. Our ability to integrate emerging technologies in our design, provide complimentary pieces for a complete set, and custom designed ergonomic executive-level office furniture will provide strengths and establish a reputation of unmatched quality.2.0 Situation AnalysisWillamette Furniture's product offerings focus on the executive level customer who has an appreciation for quality craftsmanship and materials, and wishes to integrate technology in to their office environment. Our market segments within the office furniture context include the corporate executive, small business owner, and home office. We will target these markets through a variety of media including the Internet, catalog distribution, and word of mouth advertising. Because Willamette offers products at a high cost level, we do not wish to mass market. Rather our strategy is to make our product information readily available to those seeking quality office furniture with specific technological needs. Therefore, we will add internal catalog publishing to our existing catalog marketing programs (currently through high level channels such as Sharper Image). In addition, because our product assumes the use of computer technology, the development of websites will increase our company profile by promoting our product line in the media most appropriate to our customers.Willamette Furniture occupies a specific niche within the office furniture market. Therefore, our competition does not provide comparable products, as they lack the combination of technological integration and quality in materials and craftsmanship. Our nearest competition includes Ethan Allen, Acme Computer Furniture, and ABC Manufacturing. These companies distribute their products through channels such as chain office supply stores or their own retail locations. In contrast, Willamette targets its potential customers based on their search for our type of product.2.1 Market SummaryOur product is positioned very carefully: this is high-quality office furniture combining workmanship and ergonomics for the customer who understands quality, is a user of high technology equipment, and is willing to spend money on the best. Unlike the mainstream products, we do not use laminates or cheap manufacturing technology. Our marketing strategy is based mainly on making the right information available to the right target customer. We can't afford to sell people on our expensive products, because most don't have the budget. What we really do is make sure that those who have the budget and appreciate the product know that it exists, and know where to find it. The marketing has to convey the sense of quality in every picture, every promotion, and every publication. We can't afford to appear in second-rate catalogs with poor illustrations that make the product look less than it is. We also need to leverage our presence using high-quality catalogs and specialty distributors. Our target market is a person who wants to have very fine furniture with the latest in technology, combined with an old fashioned sense of fine woods and fine woodworking. This person can be in the corporate towers, small or medium business, or in a home office. The common bond is the appreciation of quality, and the lack of price constraints. Target Market Forecast Potential Customers Growth20002001200220032004CAGR Corporate Executives 2%144,000146,304148,645151,023153,4401.60% Small Business Owners 3%150,000153,750157,594161,534165,5722.50% Home Offices 5%440,000462,000485,100509,355534,8235.00% Other 5%100,000105,000110,250115,763121,5515.00% Total 3.99%834,000867,054901,589937,674975,3853.99%2.1.1 Market DemographicsWe focus our marketing on three types of target consumers:1.Corporate Executives: The Bureau of Labor Statistics (http:/stats.bls.gov) reports there are 14.4 million executive, administrative, and managerial employees in the United States, and that number is growing at 1.6% per year. We estimate the top 1% of that number, 144,000, as our market, and we're suggesting the number is growing at the same 1.6% annually. 2.Small Business Owners and Executives: According to the most recent data available from the Small Business Administration (SBA), there are between 13 and 16 million small businesses (500 employees or fewer) in the United States. That includes about 5.5 million employers and 11 million self-employed people. We take the top 1% of 15 million, to make our potential market of 150,000. We estimate growth at 2.5%, a composite of different sources. 3.Home Offices: According to a story in Home Office Computing magazine, there are 36 million home offices in the United States. That means a home office in 27% of the households in the country. The U.S. census reports that in 1997 there were 16 million households in this country with incomes of more than $100,000 per year. The 27% of those that have home offices are our potential market. That's 4.4 million households (of 132 million total). Our market is the top 10% of those, 440,000, which we estimate is growing at 5% per year. 4.Other: We will also sell to some buyers outside the United States and outside of these targeted market segments. We estimate 100,000 other potential customers, a number that we estimate will be growing at 5% per year. 2.1.2 Market NeedsWillamette gives the discriminating personal computer user, who cares about design, quality furniture, and quality of working environment, a combination of the highest quality furniture and an integration of the latest technology, at a relatively high price. Willamette provides this discriminating customer with more than a piece of furniture. We provide a quality working environment that includes the integration of technological components that generally exist as part of the executive setting. The quality of manufacturing, materials, and ergonomics found in our products serves to enhance the appearance of an executive's office atmosphere, in turn adding to their status and effectiveness as a decision maker, innovator, and leader.We understand that our target market needs more than just office furniture. This need grew out of the special requirements of personal computing, when combined with office furniture - keyboards at correct height, monitors at correct height, proper channels for cables, and other amenities. Our target customer wants to have all of that, plus fine furniture. There is a need for quality wood and workmanship throughout. We don't just sell office furniture, we sell design, workmanship, fine materials, and a total-quality office environment.2.1.3 Market TrendsOur market has finally grown to recognize the disparity between most of the standard office furniture sold through channels and our own products. The development of the high-end office worker, office owners, and the baby-boomer executive is an important trend for us. We now have people who are using computers and also appreciate the old-fashioned workmanship of good furniture.Today's high integration of technology in the work place, especially in the multi-task oriented, executive environment, sets the stage for growth in the area of high quality, technologically integrated office environments. Similarly, home offices and small business owners continue to demand more advanced technologies and their integration into the office atmosphere. A sense of craftsmanship and quality of materials, such as oak and cherry, is timeless. The synergy of this desire for the classic cabinet-maker look, and use of technology is inherent in Willamette's offerings.2.1.4 Market GrowthAccording to source omitted, the market for office furniture is growing at XX percent per year, and is projected to increase. The market for PC-related office furniture is growing even faster, at YY percent per year, and is projected to top $XX billion by the year 2005. Most important is the growth in home offices with personal computer equipment. As the cost of the computer goes down, steadily, the number of home offices goes up. According to source omitted, this is about 33 million right now, growing at 15 percent per year. Households spent $XX billion last year to equip home offices, and 15 percent of that was spent on furniture.2.2 SWOT AnalysisWe are on the brink of major opportunity. We have the strength of a combined expertise in high-tech ergonomics and furniture manufacturing, and the opportunity of a growing market and new channels of distribution. We have the weakness of a small company without a lot of experience, and the threat of new competition taking aim at our niche. 2.2.1 Strengths· Strategic market segmentation and implementation strategies. · Combination of skills in ownership. As co-owners, Jim and Susan jointly develop business strategy and long-term plans. Jim is strong on product know-how and technology, and Susan is strong on management and business know-how. · Diversified market segments: Corporate executives, small business owners, home offices. · Increased capital from successful historical growths in sales.2.2.2 Weaknesses· High-end, high priced product line limits sales volume. · Addition of in-house catalog design and publishing will add an aspect to Willamette's functions that has not been previously experienced. · Direct marketing through the development of the above catalog creates the need for further research, data gathering, and analysis. · Establishment on the Internet will produce technological challenges.2.2.3 Opportunities· New channels of distribution. · Internet marketing and sales. · Specific niche: High-end appreciation for quality materials (cherry and oak), ergonomics, and technology (and integration therein). · Employee turnover and corporate restructuring is causing an increased employee turnover at the highest levels. The new generation of corporate executives, small business owners, and home offices has a far greater appreciation of technology and the needs driven by its implementation, such as office environment quality and integration2.2.4 Threats· Growth in the high-end office furniture market invites competition. This competition could emerge from a variety of given sources including: 1.Established mass-market companies' development of new lines. 2.New start up companies generated by healthy economic growth nation-wide. 3.New marketing strategies for established products and companies.· Existing competition.2.3 CompetitionWithin our niche we have three significant competitors, Ethan Allen, Acme Computer Furniture, and ABC Manufacturing. Acme is a bigger company, operating mainly in our same niche, whose marketing is better than its product quality. ABC is a subsidiary of Haines Furniture, a major furniture manufacturer, which has recently targeted our niche. Ethan Allen is a furniture manufacturer which produces some office furniture products and markets to the high level consumer.In general, however, our competition is not in our niche. We compete against generalized furniture manufacturers, cheaper computer-related furniture, and the mainstream merchandise in the major furniture channels and office supply stores. It is not that people choose our competitors instead of our product, it is that they choose lesser quality, mainstream materials instead of the higher quality furniture we offer. Growth and Share Competitor PriceGrowth RateMarket Share Acme Computer Furniture $8008%3% ABC Manufacturing $1,5001%10% Ethan Allen $2,5003%15% Office Depot $40012%32% Staples $4004%10% Office Max $40015%30% Other $00%0% Average $857.146.14%14.29% Total $6,000.0043.00%100.00% 2.4 Product OfferingWillamette offers very high quality office furniture designed to effectively incorporate computer machinery into the executive office or home office. The key to the line is an ergonomically effective desk that still looks like an executive desk and looks very good in a high-end office, but is intended to accommodate the personal computer. Each piece is available in either oak or cherry.1.Our main line is the Willamette computer desk in several versions. This is an elegant piece of office furniture designed to look good in executive office or home office, and at the same time, be ideal for real use of the computer. The two critical elements of ergonomics - keyboard height and angle, and monitor height and angle - are completely adjustable. Cable runs and shelving add to the utility of the executive desk, without sacrificing elegance. 2.We also make complementary pieces to fill out the office suite, including file cabinets, printer stands, and bookcases. 3.In addition, we make custom designs to fit exact measurements. Further supporting our competitive edge is our assembly strategy, which is based on interlocking wood pieces of such high quality that assembly is not only a pleasure for our customers, it is actually a feature that enhances the sense of quality. In 2001 we will introduce the new custom option to our executive desk line based on the laptop computer, with a docking station to connect to a network. The new furniture has a different configuration to assume easy access to the docking station, and better use of the space that doesn't have to be dedicated to the CPU case. We are also going to accommodate larger monitors, the 17," 19," and 21" sizes that are becoming much more common, particularly in our high-end market. We will also be watching for technological developments, allowing us to be the first to provide custom furniture for wall-mounted flat screens, liquid crystal displays, and similar technologies. 2.5 Keys to SuccessThe keys to Willamette's success have historically been effective market segmentation and implementation strategies. Along these lines of proven success, Willamette will implement direct marketing strategies based on our success in distribution through high-