urniture market is experiencing high growth and the company has high market share in the baby furniture market.
Thirdly, marketing mix is used to analyze Kub Nursery. According to Kotler et al (2008), marketing mix (7P’s) includes product, price, place, promotion, people, process and physical evidence. The product
strategy of Kub Nursery focuses on design and quality and functionality and durability are important characteristics of its baby furniture products. The price of Kub Nursery does not really cost the earth and the company intends to provide the customers with perceived value. Stores and the website are two most important channels for Kub Nursery to distribute its products to the customers.
advertising, sales promotion and personal selling are three main promotion strategies to be adopted by Kub Nursery and sales promotion such as facebook competition through the website is generally used by the company to attract more customers. Kub Nursery pays attention to the training of the staff to enhance their skills, attitudes and quality in providing service in order to provide the customers with high quality services. As to the process, there is gap between payment and delivery for the customers of Kub Nursery that the customers have to pay first and dealers in store will order the furniture from Kub Nursery for them. Kub Nursery not only provides the customers with a good trading environment in stores but also tries to provide a good internet trading environment.
From e internal environment analysis, special design, quality ensure, cost control and individualized services to the customers and market leader in a high growth market lead to strengths of Kub Nursery. Poor strategies in marketing mix such as distribution, promotion and process management lead to weaknesses of Kub Nursery.
SWOT Analysis
The SWOT analysis focuses on strengths, weaknesses, opportunities and threats of an organization (Brassington and Pettitt, 2006). Firstly, strengths of Kub Nursery are focused on the design and good quality of its products that can provide special care to the child through providing durable and functional baby furniture and the reasonable prices of its product. Secondly, weaknesses of Kub Nursery are realized in the limited types of its products, the gap between payment and delivery and the company’s poor marketing strategies in promoting its products. Thirdly, opportunities faced by Kub Nursery are mainly from the rapid growth of the baby furniture market with the growing attention to the care of child. Lastly, threats faced by Kub Nursery are mainly from the competition that the company has to face more intensified competition with the entry of more and more companies in this market.
Conclusion
According to marketing audit of Kub Nursery, findings show that firstly, special design, quality ensure, cost control and individualized services to the customers and market leader in a high growth market lead to strengths of Kub Nursery. Secondly, poor strategies in marketing mix such as distribution, promotion and process management lead to weaknesses of Kub Nursery. Thirdly, stable political environment, social and cultural changes to pay more attention to the child, technological advancement and the weak buyer’s bargaining power provide opportunities to Kub Nursery. Fourthly, poor economic environment, high legal and environmental requirements, strong supplie
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