Km Marketing Report

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Marketing Report
on KM Furniture

8th December, 2012

Assumptions

* KM has to develop new product for the nursery market.
* The nursery ages three to five

Table of contents

1.Introduction4
2.Assessment of the external operating environment5
2.1PEST analysis5
2.1.1Implications of PEST analysis6
2.2SWOT Analysis7
2.2.1Implications of SWOT analysis8
3. Consumer audit8
3.1 Buying centre9
3.2The organisational decision-making process10
3.3Factors that influence the decision making process11
4.Competitors analysis13
5.Recommendations15
5.1Product15
5.2Price16
5.3Promotion17
5.4Place18
5.4.1Direct channels18
5.4.2Indirect channels19
References20

1. Introduction
KM furniture Ltd, established in 1980, has been the leading UK manufacturer and distributor of educational furniture (KM furniture, 2012). According to Lipscomb (2012), the educational market has experienced consistent growth over many years. Because KM has rich experience in educational furniture and the company decides to enter into the nursery furniture market, starting from the beginning stage of educational market and then achieve the goal of vertically expending its business.

This report analyses the nursery furniture market in UK. There are four main parts in this report. In the first place, the external operating environment in the educational furniture market will be examined. Secondly, the consumer audit will be identified and the purchase decision making process in the nursery market will be evaluated. In the third stage, the key competitors in the same market place will be identified. Lastly, some recommendations will be made though the analysis in order to position and market its new range of furniture in the nursery market.

2. Assessment of the external operating environment
2.1 PEST analysis
KM and other competitors are under a large macro environment with not only opportunities but many threats (Kotler 2000 p74). This report focuses on the political, economic, social and technological forces which can be shown in the following PEST analysis table. Political

* The UK government’s support on education, for example, the Early Years funding reform [1] * Current legislation: Furniture and Furnishings (Fire Safety) Regulations 1988/1989, 1993 and 2010 [2] * Free early education [3]

Economic

* Economy 'Temporary upturn[4] in UK shows a bright economy prospective * Downward trend of inflation [5] will lead to more purchasing Social

* The growth of Population in UK [6]
* Declining average number of children in UK family. [7]
* Quality improvement in Early Years[8]
* More investment on children’s education.

Technological

* Increased regulation for product that should be environmental friendly[9] * Fast development of high technology, for example, the widely use of Internet

Political
* The UK government’s support on education, for example, the Early Years funding reform [1] * Current legislation: Furniture and Furnishings (Fire Safety) Regulations 1988/1989, 1993 and 2010 [2] * Free early education [3]

Economic

* Economy 'Temporary upturn[4] in UK shows a bright economy prospective * Downward trend of inflation [5] will lead to more purchasing Social

* The growth of Population in UK [6]
* Declining average number of children in UK family. [7]
* Quality improvement in Early Years[8]
* More investment on children’s education.

Technological

* Increased regulation for product that should be environmental friendly[9] * Fast development of high technology, for example, the widely use of Internet

___________________________________
[1]Department for education
[2]Fire Safety Advice Centre
[3]GOV.UK
[4]BBC news
[5]Trading Economics
[6] Office for National Statistics
[7] BBC news
[8] ]Department for...
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