Analysis Of Home Decor Furniture

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1.0 Executive Summary
Home Decor Furniture is a furniture company that is located at the Jalan Kuchai Lama and they offered high quality workmanship furnitures to the higher income as well as the middle income of customers. In addition, the environmental factor that influences the company the most is the suppliers and technological factors. The sales target of the Home Decor Furniture company is basically based on demographic and psychographic factors such as the income and social class of the customers. Furthermore, the primary objective of the marketing plan is to increase the sales of the furniture to high-end residential customers segment. Apart from that, the marketing strategy suggested that can be use in positioning such as competitive …show more content…

• Growing in number of online users.
• New technologies in E-commerce.
• Loyalty to premium brands.
Threats
• Large number of indirect competitors in the market.
• Government regulation.
• Economic factors will indirectly affect the purchasing power of the buyers.
• Industry is overtaking carpentry which may result in losing of hand carving skills.

4.0 Marketing Objectives
Home Decor Furniture company would like to achieve their target within 1 years by hitting 60% of sales to high-end residential customer segment as for the remaining 40% of sales will aims to mid-range residential customer segment. According to the company long term objectives, they want to be a top cabinet supplier to luxury home owners as well as extend its business in Klang and Puchong by providing additional shop front within 3 years.

5.0 Marketing Strategy

5.1 Positioning
The Home Decor Furniture company might utilize competitive positioning strategies. The main purpose of competitive strategy is to reposition the way of consumer's mind thinking, according to Quick MBA. The company can use comparative advertising to demonstrate its brand and proved that their products are better than other competitors. For instance, a furniture company claims that their materials for manufacturing a sofa was imported from the certain country and the supplier promise those materials were only provided for their …show more content…

New home movers would find Home Decor Furniture as a convenience place to shop for furniture where it is close to neighbourhood. Furthermore, Home Decor Furniture may focus in cities under new development. There would be an increasing demand for new furnitures in new developed properties. Home Decor Furniture could share this grooming market by providing its unique product that capture customers attention.
In addition, Home Decor Furniture company should aims to create online platform to sell company’s product. To attract potential buyers, company would provide user friendly online interface, friendly customer service, fast delivery service and guaranteed 30 days return service if the product is not satisfied. Customers can through the website straight purchases the furniture they interest with. For those who spent RM5000 on online purchase will get a chance to win a voucher that is worth RM500 by participating Home Decor Furniture’s lucky draw which held twice a year. Moreover, customer who purchase by online platform would not spend much times walk in to buy the

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