Pentland Furniture Company
IMPORTING AND EXPORTING
AMB210
BRIDGET GRACE
2156 words
Executive Summary
This export planning report will outline The Pentland Furniture Company’s strategy for exporting its products to New Zealand and introducing it to the New Zealand market. The New Zealand market was chosen after initial research was carried out in several countries of interest.
As a result of identifying New Zealand and Queenstown as an area of ‘need’, it was decided that Queenstown should be the target market.
The Pentland Furniture Company’s strategy is to maintain market share and sales by pricing its product slightly below the average market price (The Pentland Furniture Comapany, 2009). This is aimed at maintaining and sustaining competitive advantage in both Australia and New Zealand. As such, the New Zealand consumers are much like those in Australia and will spend …show more content…
From a resources perspective, the company has the ability to carry out exporting activities considering the fact that there are adequate finances, a recognisable brand name and the capability to deploy resources to support marketing and the promotion of the furniture in New Zealand. To ensure the highest level of competitive advantage, quality checks are carried out on the furniture to identify any manufacturing flaws before they reach the consumers. Furthermore, and in association with the company’s high level of competitive advantage, the product is unique. The uniqueness of the product is coupled with the fact that the operator of The Pentland Furniture Company has been in the business for a long time and strives to continually update their products to match the latest trends and also maintains the highest market share in the country – not one other business has a larger range of hand made quality
AMB210
BRIDGET GRACE
2156 words
Executive Summary
This export planning report will outline The Pentland Furniture Company’s strategy for exporting its products to New Zealand and introducing it to the New Zealand market. The New Zealand market was chosen after initial research was carried out in several countries of interest.
As a result of identifying New Zealand and Queenstown as an area of ‘need’, it was decided that Queenstown should be the target market.
The Pentland Furniture Company’s strategy is to maintain market share and sales by pricing its product slightly below the average market price (The Pentland Furniture Comapany, 2009). This is aimed at maintaining and sustaining competitive advantage in both Australia and New Zealand. As such, the New Zealand consumers are much like those in Australia and will spend …show more content…
From a resources perspective, the company has the ability to carry out exporting activities considering the fact that there are adequate finances, a recognisable brand name and the capability to deploy resources to support marketing and the promotion of the furniture in New Zealand. To ensure the highest level of competitive advantage, quality checks are carried out on the furniture to identify any manufacturing flaws before they reach the consumers. Furthermore, and in association with the company’s high level of competitive advantage, the product is unique. The uniqueness of the product is coupled with the fact that the operator of The Pentland Furniture Company has been in the business for a long time and strives to continually update their products to match the latest trends and also maintains the highest market share in the country – not one other business has a larger range of hand made quality