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Marketing Plan for Progressive Office Furniture’s Marketing


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市场营销essay代写 This marketing plan for Progressive office furniture one of the most well-known companies in Australia. The business deals with..



 

Table of Contents


Executive Summary

Introduction

  1. Mission and Objectives.


Marketing strategy

Target market

Market segmentation

  1. Segmentation, positioning and marketing strategies

  2. Action programs


4.Progressive Office Furniture's Value Proposition Analysis

  1. The business's situation (provide a summary of SWOT)


Progressive Office Furniture’s SWOT Analysis

Progressive Office Furniture’s TOWS Matrix

  1. Marketing Mix Strategies for Progressive Office Furniture


7.Distribution strategies

  1. Promotion strategies


promotional mix strategies advertising

Salesmanship

Publicity and public relation

media strategies

Conclusions

 

Executive Summary


This marketing plan for Progressive office furniture one of the most well-known companies in Australia. The business deals with both office and home furniture as well as other related products.  The marketing plan shows how the company is expected to operate and its situation analysis. The business provides quality and comfortable office and home furniture to the customers.

执行摘要

这项渐进式办公家具的营销计划是澳大利亚最知名的公司之一。 该业务涉及办公和家用家具以及其他相关产品。 营销计划显示了公司的预期运作方式及其情况分析。 该业务为客户提供优质舒适的办公和家用家具。




The firm ensures that it offers high-quality products at various specifications to satisfy the customers’ needs. Progressive office furniture Best makes use of effective marketing solutions to reach their target markets and ensure the relevant information concerning their products reach the target customers. This business plan anticipates for three years increased growth.

The company is, therefore, planning carefully to manage its growth and ensure a steady cash flow of the company

Introduction市场营销essay代写


Progressive office furniture is one of the leading businesses in Australia, offering high-quality furniture. The company has been manufacturing, distributing, and designing furniture for over 25 years to meet the needs of its customers. The company has a big chain store across Australia, supplying its products to many offices and other institutions (Rosenfeld, 2017).

介绍

渐进式办公家具是澳大利亚的领先企业之一,提供高品质的家具。 为了满足客户的需求,该公司已经从事家具的制造,分销和设计工作超过25年。 该公司在澳大利亚拥有一家大型连锁店,向许多办事处和其他机构提供产品(Rosenfeld,2017年)。




The company has two distinct divisions. The first one is the corporate division that provides loose office furniture to various dealers across the country. It also takes on different projects and designs to produce appropriate and quality furniture for its customers.

The second division is the dealership solutions division that focuses mainly on the multi-franchise organizations and their requirements as well as installing furniture in design house projects. The company has skilled personnel in various designs that install the most aesthetic and balanced array of furniture from its inception to its completion.

In this report, the marketing situation of this company will be thoroughly analyzed as well as their marketing involvements and how much they will progress in the current Australian market.

1. Mission and Objectives.


The mission of Progressive office furniture is to assist in the creation of a good and conducive office surrounding by providing affordable, high-quality design furniture. This assists in incorporating the new technology into a classic office mode where people can do their work so comfortably.

The company offers better value to the customers who will be going for quality office types of furniture.  It helps to nature a healthy, creative, and respectful workshop environment. The employees are paid well, which motivates them to relate well with the customers and ensure that they are satisfied. Some of the company’s objectives include;

  1. Providing affordable quality office furniture to customers.

  2. Gaining a reasonable market share.

  3. Charging the customers affordable prices for office furniture products.


1.任务和目标。

渐进式办公家具的使命是通过提供负担得起的,高品质的设计家具来帮助创建一个良好且有利的办公环境。 这有助于将新技术整合到经典的办公模式中,使人们可以舒适地完成工作。

该公司为将要购买优质办公家具的客户提供更好的价值。 它有助于自然营造一个健康,富有创造力且受人尊敬的车间环境。 员工的薪水很高,这激励他们与客户保持良好的关系,并确保他们感到满意。 公司的一些目标包括:

为客户提供负担得起的优质办公家具。
获得合理的市场份额。
向客户收取办公家具产品可承受的价格。




Marketing strategy市场营销essay代写


Progressive office furniture products are carefully positioned. They include the high-quality office furniture made from a combination of craft and ergonomics for the clients who knows what quality is and likes using equipment manufactured through modern technology (Baran & Galka, 2016).

These clients are willing to go for the best office furniture products which satisfy their needs and seem better for them. Progressive office furniture doesn’t employ cheap technology in designing its products. This aims at ensuring a better quality of office furniture products for the customers.

Progressive office furniture's primary strategy in marketing is the creation of awareness for its target customer by giving the clients relevant information concerning their products.

Progressive office furniture guarantee that those customers with the budget and have an interest in furniture products get information about those products at the right time.  The customers also get to know where to find the furniture products. Progressive office furniture marketing strategy gives a sense of quality in the promotion and when making publications.

The company is not in a position to appear in the second-rate catalog having poor examples, which makes products look less than they are. The company has grasped its existence by standard catalogs and also through the exclusive retail merchants.

Target market


The primary target market for Progressive office furniture is the high executive office owners near the city. The company also targets small business owners with at least 100 employees. There are so many such businesses across Australia, with many of them having concentrated ownership; thus, these owners are the company's customers. The company also targets home office owners.

Some people have their home offices where they conduct their daily operations. The company also targets homeowners since it also offers quality home furniture such as; seats, beds, and tables.

 

目标市场

渐进式办公家具的主要目标市场是城市附近的高级行政办公业主。 该公司还针对至少拥有100名员工的小型企业主。 澳大利亚各地有许多这样的企业,其中许多具有集中所有权。 因此,这些所有者是公司的客户。 该公司还针对家庭办公室老板。

有些人在其家庭办公室进行日常操作。 该公司还以房主为目标,因为它还提供优质的家用家具,例如; 座位,床和桌子。




Market segmentation市场营销essay代写


The company’s segment definition is of its strategies (Wedel & Kamakura, 2012). Progressive office furniture mainly satisfies only those people who are most demanding rather than the users of office furniture intending to use personal computers. The company calls for the need for high-end customers ready to pay more for better quality furniture products,

which will last for long and give their offices and homes a better image. Progressive office furniture also seeks customers who appreciate the quality of furniture and the excellent designs used from modern technology.

Positioning


Progressive office furniture has positioned itself as an effective and reliable firm with excellent staff that is customer service oriented. The company uses quality and prices to position itself in the competitive market. Also, the staff of the company is professional, and this helps in building a good relationship between the employees and the valuable customers, thereby gaining their loyalty.

2. Segmentation, positioning and marketing strategies


The marketing mix deals with the product, price, place, and promotion of the company's products.

Product

The products of the Progressive office furniture are office furniture, seat, beds, and tables. The company charges reasonable prices depending on the market segment. It also offers furniture products to other customers in Australia.

产品

渐进式办公家具的产品是办公家具,座椅,床和桌子。 该公司根据细分市场收取合理的价格。 它还向澳大利亚的其他客户提供家具产品。




Price

The prices for the executive office owners are slightly higher than the prices for the small business owners and the home office owners for the furniture products. The differences in the prices are based on the fact that the income level is also different among the different market segments. Therefore, they may not be having equal purchasing power.

Place

The other one is place; the product outs are located near the new offices in the city and the newly built homes where many can easily access. Progressive office furniture has also adopted various strategies to promote its products to its customers, like putting them at the display.

Promotion

One of the promotional strategy is advertising through radio stations and social media. The company places advert on various radio stations in Australia that are aired to the listeners. Most of the people in the community listen to that radio station and use social media, and therefore, they will be aware of the products offered by Progressive office furniture.

The other promotional method is through giving discounts to customers who buy furniture products in large quantities which will attract and retain more customers.

3. Action programs 市场营销essay代写


Progressive office furniture has a product line that meets all its customer needs by offering high-quality furniture products at a fair price. The company plans to provide its customers with relevant information they require to have the trust in the products offered and also compel the customers to purchase at a discount.

Progressive office furniture is also planning to give various offers such as free delivery services of the products to customer's premises and reduce the price of furniture products to those who will buy in bulk (ProgressiveOffice, 2020). The company also plans to use social media to access clients who are available in social communities such as Facebook and Twitter.

3.行动方案

渐进式办公家具的产品线可通过以合理的价格提供高质量的家具产品来满足其所有客户需求。 该公司计划向其客户提供他们所信任的产品所需要的相关信息,并迫使客户以折扣价购买。

渐进式办公家具还计划提供各种优惠,例如向客户的房屋免费提供产品送货服务,并降低将要批量购买的家具产品的价格(ProgressiveOffice,2020年)。 该公司还计划使用社交媒体访问Facebook和Twitter等社交社区中可用的客户。




4.Progressive Office Furniture's Value Proposition Analysis


Progressive office furniture has many subtle but very demanding value propositions. A value proposition is what attracts a customer to the company. And from the popularity already held by progressive office furniture’s, it seems they have many values worth noting. Some of their most intriguing values are:

1) They can offer all building permits and papers for the customers at any given time

2) They provide a large number of custom manufactured designs so that the customers have a lot of option that will suit their demands (Progressive Office, 2020).

3) They have many experienced and highly trained professional designers which all have reliable reputations on call at any time.

4) They provide a very unique service that is “Direct User interface”. This is quite remarkable as most companies don’t allow such interferences (Progressive Office, 2020). Through this, the customers will be able to achieve their dream designs more quickly and efficiently.

So, these value propositions seem to be very effective in increasing the market value of Progressive office furniture’s and bag them more customers.

市场营销essay代写

 

5. The business's situation (provide a summary of SWOT)市场营销essay代写


 

Progressive Office Furniture’s SWOT Analysis

Strength:

  1. They have great reputation in the Australian market as a user-friendly company.

  2. They have a diverse internal environment as well as a firm grasp up the macro environmental forces.

  3. Weakness:

  4. They are limited in their production rates and cannot handle large scale operations for multinational companies.

  5. They have a limited customer pool as they have not completely expanded to regions beyond Australia.

  6. Opportunities:

  7. They have ample of opportunity to develop into a multinational furniture company as the current market is looking very favorable fort them.

  8. They are getting more and more relevant public’s top join their likes and are getting better funds due to their increasing reputation.

  9. Threat:

  10. They face number of threats as many competitors are keeping an eye on their policies and marketing strategies.

  11. They are being marked and many chances have been taken to buy their company by major corporate furniture companies to halt their progress.


 

Progressive Office Furniture’s TOWS Matrix




















 

Progressive Office Furniture’s TOWS Matrix

Internal Strength

· They have a very popular existing brand.

· They have a diverse customer base.
Internal Weakness.

· They haven’t fully adopted technological supports to all their wings (Strauss, 2010).

· They have not initiated enough intermediaries.
External Opportunities

· They have the chances to cross sell in the different markets (ProgressiveOffice, 2020).

· They can initiate newer services.

· They can form newer alliances
Strength/ Opportunity (SO)

· They have many internal strengths.

· These can be leveraged to use various attacking strategies to face other competitors.

Weakness/ Opportunity (WO)

· They have a number of internal weaknesses.

· These can be utilized by countering them through attack strategies and exploiting newer opportunities (Reece, 2010).

External Threats

· The ever changing customer trends are a major threat to them.

· Supplying channel conflicts are also burning issues as they don’t have sufficient  suppliers (ProgressiveOffice, 2020).
Strength/ Threats (ST)

· They can use their new attack strategies to mitigate their shortcomings (Reece, 2010).

· They can minimize their threats by quickly adopting to their weaknesses.
Weakness/ Threats (WT)

· They need to build their strengths, adopt newer strategies to counter their weaknesses.

· They need improved methods and policies in order to subdue any preexisting threats the may face.

 

6. Marketing Mix Strategies for Progressive Office Furniture市场营销essay代写


According to McDonald & Wilson, (2016), a marketing mix plan is a term used in describing the techniques and tools used in implementing the concept of marketing. When a company has decided on its entire marketing strategy which is competitive, the marketing mix is always set.

Therefore, marketing mix can be defined as a group of variables put together by the organization to help in satisfying a group targeted. A complete marketing mix includes the product, pricing, promotion and place. Therefore, for Progressive Office Furniture Company to have a well-elaborated marketing plan, the four main concepts of the marketing mix should be considered.

6.渐进式办公家具的营销组合策略

根据McDonald&Wilson(2016)的说法,营销组合计划是一个术语,用于描述实施营销概念所使用的技术和工具。 当一家公司决定其具有竞争力的整个营销策略时,总是会确定营销组合。

因此,营销组合可以定义为组织整合在一起以帮助满足目标群体的一组变量。 完整的营销组合包括产品,价格,促销和位置。 因此,为使Progressive办公家具公司制定周密的营销计划,应考虑营销组合的四个主要概念。




Pricing strategies


Price is the amount of money needed to be paid by the customers for a good or service to gain. The price that is finally agreed on reflects the value of the product perceived concerning the competitive market. For the Progressive Office Furniture Company to have a competitive advantage in the market,

the cost of the products produced should be relative to the competing market. The price of the products should not be too high to the extent that the consumers are discouraged from buying the products from the company. Also, for the company to make a profit, the price of the products should not below. Thus,

it is recommended that the price of the product should be within the market limit to motivate more consumers to but the products (Nagle & Müller, 2017). Besides, while coming up with the price of the products, competitive companies such as FREEDOM and IKEA companies should be considered. The price should relatively be lower than those of the competitors in the market.

Product strategies


According to Wu & Li, (2018) a product is defined as a collection of the benefits offered to the buyers by the sellers to satisfy the needs of the customers. A product combines both goods and services. The products offered by Progressive Office Furniture Company include home office desks, home office chairs, storage boxes,

computer tables and organizational tools. The computer table is always designed to accommodate all the devices used by the computer in the workplace. The chairs made are adjustable in height based on the interests of the consumers. Organization tools comprise the magnetic board, cable reel and letter tray.

Due to the production of these quality products in the market, the consumers will be able to but the products from the company. Furthermore, the introduction of the storage boxes within the organization and are not produced by other competitors will make the consumers buy more and be attracted to the products of the company.

Therefore, the business plan of Progressive Office Furniture Company needs to include the production of high-quality products to customers, and come up with new furniture models which are not produced by other furniture companies in Australia.

Promotion strategies


It is always critical for a company to communicate the value of the products produced to the consumers. Product promotion is defined as the activities entailing communicating the values of the products produced to persuade the consumers to buy the products (De Veirman, Cauberghe & Hudders, 2017).

Progressive Office Furniture has done many promotions of their products to the targeted customers successfully. The most known mode of promotion used by the company is the Catalogue. The company would always put out a catalog to the local places to update the consumers on the modern products in the market.

推广策略

对于公司而言,将生产的产品的价值传达给消费者始终是至关重要的。 产品促销被定义为需要交流所生产产品的价值以说服消费者购买产品的活动(De Veirman,Cauberghe&Hudders,2017年)。

渐进式办公家具已经成功地向目标客户进行了许多产品促销。 公司最常使用的促销方式是目录。 该公司将始终向当地发布目录,以向消费者更新市场上的现代产品。




Moreover,the company has created its online websites used by the customers to access the information on the products produced by the company. From the websites, people can have the details of each product produced in the market instead of making personal visits to the company. Besides, the company has made use of different social media platforms such as blogs and Facebook to advertise the products of the company.

 

Finally, to reach many consumers at the same time, Progressive Office Furniture Company has been making its advertisements over the televisions intending to promote the products.  The promotion strategies used by the company has made most of the consumers to be aware of the products thus buying what they need safely.

Place strategies


After producing the products, consumers need to access the goods. The place is defined as the marketing channel used in delivering the products physically to the market. In Australia, Progressive Office Furniture Company has allocated its stores in Sidney and Perth. The consumers need to access the products. Thus the company has identified the right channel of distributing the products to the consumers in time.

7.Distribution strategies 市场营销essay代写


For the business plan to succeed, the mode of distribution of the products to the consumers’ needs to be considered. The main manufacturers of the furniture are selling directly from the store accounting for the main volume of distribution for Progressive Office Furniture Company. The major corporate purchase for the company is made directly with the producers.

After distributing the products to wholesale, the products are made available to the consumers via retailers. This made of the channel has made the products to be available to the consumers.

7,分配策略

为了使业务计划成功,需要考虑将产品分发给消费者的方式。 家具的主要制造商直接从商店出售商品,这占Progressive办公家具公司主要分销量。 公司的主要公司采购直接与生产商进行。

将产品批发批发后,可通过零售商将产品提供给消费者。 通过这种渠道,使产品可供消费者使用。




8. Promotion strategies


After producing the products, the company needs to inform its consumers about the products. Promotion is an attempt of informing, persuading, influencing, or reminding the consumers about the produced products.  The purpose of carrying out promotion strategies is stimulating the actions from the firms of target consumers thus making the consumers buy the products (Atidira, Telagawathi & Kusuma, 2019).

The forms of promotion strategies are advertisement, salesmanship, media strategy and publicity, or public relation.

promotional mix strategies advertising

Adverting strategy is a plan of reaching and persuading consumers to buy the products. The company has been carrying out an effective assessment of the products, definition of the market and analysis of media to achieve the optimum business plan. Progressive Office Furniture Company has benefited from advertisements since advertisements have helped in reducing the turnover of the customers by offering new and better services.

The advertisement has also helped the company to attract new customers thus helping the brand to gain new customers and expanding the business.

Salesmanship


For the business to sell, it is always important to convince people. The level of skill to convince people to buy the product is called salesmanship. The company has managed to deal with salespeople who can convince the consumers to buy the products (Singh, Singh & Banerji, 2018).

This has made the company to make more profit on the products produced. They have managed to explain better the purpose of the products and their advantages over the competitors.

Publicity and public relation

The public needs to be aware of the products produced by Progressive Office Furniture Company. The public awareness or visibility of the product in the market is called Publicity. Public relations are a tool of marketing used in maintaining the reputation and goodwill of the company and products produced.

The use of both public relations and publicity to communicate, establish and maintain the relationship with the public concerning the product being promoted in the market.

 

media strategies


For the customers to have trusted over the products produced by the company, the organization needs to improve the rate of the conversation with the customers. A media strategy is defined as a plan of activities aimed at reaching the target consumers and improving the overall rate of conversation.

Every success of the organization needs to be planned using the right channel. The company has been using media strategy in advertising the products to targeted customers. The main role of media strategy is to find out the best way of transferring or delivering important information to the customers who are targeted with the products (Armstrong, et al., 2018).

Media strategy has helped in procuring the consumers for the products by carrying out the right advertisement to people within the right time. Therefore, media strategy is essential in promoting the products of Progressive Office Furniture Company in the competitive market.

媒体策略

为了使客户对公司生产的产品信任,组织需要提高与客户的交谈速度。 媒体战略被定义为旨在达到目标消费者并提高总体对话率的活动计划。

组织的每个成功都需要使用正确的渠道进行规划。 该公司一直在使用媒体策略向目标客户宣传产品。 媒体策略的主要作用是找出向产品目标客户传递或传递重要信息的最佳方法(Armstrong等,2018)。

媒体策略通过在正确的时间内向人们投放正确的广告来帮助吸引消费者购买产品。 因此,媒体战略对于在竞争激烈的市场中推广Progressive办公家具公司的产品至关重要。




 

Conclusions市场营销essay代写


The marketing plan is critical for the success of the business. While coming up with the marketing plans, the targeted market and competitors need to be considered. The plan should ensure the success of the business. Marketing plan involved a promotion mix aiming at creating awareness of the products into the competitive market (Išoraitė, 2016).

Different promotional strategies should be used. Factors such as place, product and price need to be considered while coming up with the marketing plan. Progressive Office Furniture Company has effectively put in use all the strategies required to ensure the success of the company in the competitive market. For the strategies,

products produced are of high quality and in different styles persuading the consumers to buy the furniture for the company. The company has also come up with the right mode of distributing the products to the consumers at the right time after advertising the products using the right media strategy. Therefore, the marketing plan is necessary for the success of the organization when all the strategies are effectively and efficiently followed by the management.






References


Armstrong, G. M., Kotler, P., Harker, M., & Brennan, R. (2018). Marketing: an introduction. Pearson UK.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of several followers and product divergence on brand attitude. International Journal of Advertising36(5), 798-828.

Išoraitė, M. (2016). Marketing mix theoretical aspects. International journal of research granthaalayah4(6), 25-37.

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing more profitably. Routledge.

Singh, R., Singh, R. K., & Banerji, D. (2018). Emotion regulation–natural reward strategy linkage and its impact on sales performance: the mediating impact of salesmanship skills. Journal of Business & Industrial Marketing.

Wu, Y. L., & Li, E. Y. (2018). The marketing mix, customer value, and customer loyalty in social commerce. Internet Research.

Rosenfeld, S. A. (2017). Bringing business clusters into the mainstream of economic development. European planning studies5(1), 3-23.

Baran, R. J., & Galka, R. J. (2016). Customer Relationship Management: the foundation of contemporary marketing strategy. Taylor & Francis.

Wedel, M., & Kamakura, W. A. (2012). Market segmentation: Conceptual and methodological foundations (Vol. 8). Springer Science & Business Media.

ProgressiveOffice. (2020). Office Furniture Melbourne, Designs, Chairs, Desks, Tables, Supplies in VIC. Retrieved 13 March 2020, from https://www.progressiveoffice.com.au/

Atidira, R., Telagawathi, N. L. W. S., & Kusuma, G. W. (2019, November). Analysis of Brand Image and Promotions and their Effect on Purchase Decisions. In International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19). Atlantis Press.

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