家具制造企业市场营销计划 (English Version).doc
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1、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 distr
2、ibutors 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, w
3、e 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
4、furniture will provide strengths and establish a reputation of unmatched quality.2.0 Situation AnalysisWillamette Furnitures 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
5、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
6、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 pro
7、grams (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 Furnitur
8、e 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
9、, 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
10、 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 technolog
11、y. Our marketing strategy is based mainly on making the right information available to the right target customer. We cant afford to sell people on our expensive products, because most dont have the budget. What we really do is make sure that those who have the budget and appreciate the product know
12、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 cant 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 pres
13、ence 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 busines
14、s, 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
15、,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 Statist
16、ics (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 were suggesting the number is growing at the same 1.6% an
17、nually. 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-
18、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
19、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. Thats 4.4 million households (of 132 million total). Ou
20、r 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% pe
21、r 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 prov
22、ides 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 produc
23、ts serves to enhance the appearance of an executives 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 c
24、omputing, 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 dont just sell
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