家具制造企业市场营销计划English Version.docx

家具制造企业市场营销计划English Version.docx

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家具制造企业市场营销计划EnglishVersion

1.0ExecutiveSummary

WillametteFurniturehasbeenridingagrowthspurt,havingdiscoveredthehigh-enddirectmailchannelthatgaveusapushtonewpotentialvolumesthroughchannels.Bolsteredbyappearancesinspecialtycatalogs,wewereabletodevelopanotheradditionalchannelthroughdistributorsofofficeequipmentthatselldirectlytocorporations.

Webelievethatbytargetingthehigh-endmarket,wecansuccessfullyoccupyanemergingnichethatotherchannelsofdistributionhavenotbeenabletotarget.Withtheimplementationofthenewmarketingfocusoutlinedinthisplan,wewillpositionourproductlineasthehigh-quality,elegantalternativetomainstreamofficefurniturefoundinofficesupplystores.Ourabilitytointegrateemergingtechnologiesinourdesign,providecomplimentarypiecesforacompleteset,andcustomdesignedergonomicexecutive-levelofficefurniturewillprovidestrengthsandestablishareputationofunmatchedquality.

2.0SituationAnalysis

WillametteFurniture'sproductofferingsfocusontheexecutivelevelcustomerwhohasanappreciationforqualitycraftsmanshipandmaterials,andwishestointegratetechnologyintotheirofficeenvironment.Ourmarketsegmentswithintheofficefurniturecontextincludethecorporateexecutive,smallbusinessowner,andhomeoffice.WewilltargetthesemarketsthroughavarietyofmediaincludingtheInternet,catalogdistribution,andwordofmouthadvertising.BecauseWillametteoffersproductsatahighcostlevel,wedonotwishtomassmarket.Ratherourstrategyistomakeourproductinformationreadilyavailabletothoseseekingqualityofficefurniturewithspecifictechnologicalneeds.Therefore,wewilladdinternalcatalogpublishingtoourexistingcatalogmarketingprograms（currentlythroughhighlevelchannelssuchasSharperImage）.Inaddition,becauseourproductassumestheuseofcomputertechnology,thedevelopmentofwebsiteswillincreaseourcompanyprofilebypromotingourproductlineinthemediamostappropriatetoourcustomers.

WillametteFurnitureoccupiesaspecificnichewithintheofficefurnituremarket.Therefore,ourcompetitiondoesnotprovidecomparableproducts,astheylackthecombinationoftechnologicalintegrationandqualityinmaterialsandcraftsmanship.OurnearestcompetitionincludesEthanAllen,AcmeComputerFurniture,andABCManufacturing.Thesecompaniesdistributetheirproductsthroughchannelssuchaschainofficesupplystoresortheirownretaillocations.Incontrast,Willamettetargetsitspotentialcustomersbasedontheirsearchforourtypeofproduct.

2.1MarketSummary

Ourproductispositionedverycarefully:

thisishigh-qualityofficefurniturecombiningworkmanshipandergonomicsforthecustomerwhounderstandsquality,isauserofhightechnologyequipment,andiswillingtospendmoneyonthebest.Unlikethemainstreamproducts,wedonotuselaminatesorcheapmanufacturingtechnology.

Ourmarketingstrategyisbasedmainlyonmakingtherightinformationavailabletotherighttargetcustomer.Wecan'taffordtosellpeopleonourexpensiveproducts,becausemostdon'thavethebudget.Whatwereallydoismakesurethatthosewhohavethebudgetandappreciatetheproductknowthatitexists,andknowwheretofindit.

Themarketinghastoconveythesenseofqualityineverypicture,everypromotion,andeverypublication.Wecan'taffordtoappearinsecond-ratecatalogswithpoorillustrationsthatmaketheproductlooklessthanitis.Wealsoneedtoleverageourpresenceusinghigh-qualitycatalogsandspecialtydistributors.

Ourtargetmarketisapersonwhowantstohaveveryfinefurniturewiththelatestintechnology,combinedwithanoldfashionedsenseoffinewoodsandfinewoodworking.Thispersoncanbeinthecorporatetowers,smallormediumbusiness,orinahomeoffice.Thecommonbondistheappreciationofquality,andthelackofpriceconstraints.

TargetMarketForecast

PotentialCustomers

Growth

2000

2001

2002

2003

2004

CAGR

CorporateExecutives

2%

144,000

146,304

148,645

151,023

153,440

1.60%

SmallBusinessOwners

3%

150,000

153,750

157,594

161,534

165,572

2.50%

HomeOffices

5%

440,000

462,000

485,100

509,355

534,823

5.00%

Other

5%

100,000

105,000

110,250

115,763

121,551

5.00%

Total

3.99%

834,000

867,054

901,589

937,674

975,385

3.99%

2.1.1MarketDemographics

Wefocusourmarketingonthreetypesoftargetconsumers:

1.CorporateExecutives:

TheBureauofLaborStatistics（http:

//stats.bls.gov）reportsthereare14.4millionexecutive,administrative,andmanagerialemployeesintheUnitedStates,andthatnumberisgrowingat1.6%peryear.Weestimatethetop1%ofthatnumber,144,000,asourmarket,andwe'resuggestingthenumberisgrowingatthesame1.6%annually.

2.SmallBusinessOwnersandExecutives:

AccordingtothemostrecentdataavailablefromtheSmallBusinessAdministration（SBA）,therearebetween13and16millionsmallbusinesses（500employeesorfewer）intheUnitedStates.Thatincludesabout5.5millionemployersand11millionself-employedpeople.Wetakethetop1%of15million,tomakeourpotentialmarketof150,000.Weestimategrowthat2.5%,acompositeofdifferentsources.

3.HomeOffices:

AccordingtoastoryinHomeOfficeComputingmagazine,thereare36millionhomeofficesintheUnitedStates.Thatmeansahomeofficein27%ofthehouseholdsinthecountry.TheU.S.censusreportsthatin1997therewere16millionhouseholdsinthiscountrywithincomesofmorethan$100,000peryear.The27%ofthosethathavehomeofficesareourpotentialmarket.That's4.4millionhouseholds（of132milliontotal）.Ourmarketisthetop10%ofthose,440,000,whichweestimateisgrowingat5%peryear.

4.Other:

WewillalsoselltosomebuyersoutsidetheUnitedStatesandoutsideofthesetargetedmarketsegments.Weestimate100,000otherpotentialcustomers,anumberthatweestimatewillbegrowingat5%peryear.

2.1.2MarketNeeds

Willamettegivesthediscriminatingpersonalcomputeruser,whocaresaboutdesign,qualityfurniture,andqualityofworkingenvironment,acombinationofthehighestqualityfurnitureandanintegrationofthelatesttechnology,atarelativelyhighprice.Willametteprovidesthisdiscriminatingcustomerwithmorethanapieceoffurniture.Weprovideaqualityworkingenvironmentthatincludestheintegrationoftechnologicalcomponentsthatgenerallyexistaspartoftheexecutivesetting.Thequalityofmanufacturing,materials,andergonomicsfoundinourproductsservestoenhancetheappearanceofanexecutive'sofficeatmosphere,inturnaddingtotheirstatusandeffectivenessasadecisionmaker,innovator,andleader.

Weunderstandthatourtargetmarketneedsmorethanjustofficefurniture.Thisneedgrewoutofthespecialrequirementsofpersonalcomputing,whencombinedwithofficefurniture--keyboardsatcorrectheight,monitorsatcorrectheight,properchannelsforcables,andotheramenities.Ourtargetcustomerwantstohaveallofthat,plusfinefurniture.Thereisaneedforqualitywoodandworkmanshipthroughout.Wedon'tjustsellofficefurniture,weselldesign,workmanship,finematerials,andatotal-qualityofficeenvironment.

2.1.3MarketTrends

Ourmarkethasfinallygrowntorecognizethedisparitybetweenmostofthestandardofficefurnituresoldthroughchannelsandourownproducts.

Thedevelopmentofthehigh-endofficeworker,officeowners,andthebaby-boomerexecutiveisanimportanttrendforus.Wenowhavepeoplewhoareusingcomputersandalsoappreciatetheold-fashionedworkmanshipofgoodfurniture.

Today'shighintegrationoftechnologyintheworkplace,especiallyinthemulti-taskoriented,executiveenvironment,setsthestageforgrowthintheareaofhighquality,technologicallyintegratedofficeenvironments.Similarly,homeofficesandsmallbusinessownerscontinuetodemandmoreadvancedtechnologiesandtheirintegrationintotheofficeatmosphere.Asenseofcraftsmanshipandqualityofmaterials,suchasoakandcherry,istimeless.Thesynergyofthisdesirefortheclassiccabinet-makerlook,anduseoftechnologyisinherentinWillamette'sofferings.

2.1.4MarketGrowth

Accordingto[sourceomitted],themarketforofficefurnitureisgrowingatXXpercentperyear,andisprojectedtoincrease.ThemarketforPC-relatedofficefurnitureisgrowingevenfaster,atYYpercentperyear,andisprojectedtotop$XXbillionbytheyear2005.

Mostimportantisthegrowthinhomeofficeswithpersonalcomputerequipment.Asthecostofthecomputergoesdown,steadily,thenumberofhomeofficesgoesup.Accordingto[sourceomitted],thisisabout33millionrightnow,growingat15percentperyear.Householdsspent$XXbillionlastyeartoequiphomeoffices,and15percentofthatwasspentonfurniture.

2.2SWOTAnalysis

Weareonthebrinkofmajoropportunity.Wehavethestrengthofacombinedexpertiseinhigh-techergonomicsandfurnituremanufacturing,andtheopportunityofagrowingmarketandnewchannelsofdistribution.Wehavetheweaknessofasmallcompanywithoutalotofexperience,andthethreatofnewcompetitiontakingaimatourniche.

2.2.1Strengths

∙Strategicmarketsegmentationandimplementationstrategies.

∙Combinationofskillsinownership.Asco-owners,JimandSusanjointlydevelopbusinessstrategyandlong-termplans.Jimisstrongonproductknow-howandtechnology,andSusanisstrongonmanagementandbusinessknow-how.

∙Diversifiedmarketsegments:

Corporateexecutives,smallbusinessowners,homeoffices.

∙Increasedcapitalfromsucce