8th December, 2012
* KM has to develop new product for the nursery market. * The nursery ages three to five
Table of contents
1. Introduction 4 2. Assessment of the external operating environment 5 2.1 PEST analysis 5 2.1.1 Implications of PEST analysis 6 2.2 SWOT Analysis 7 2.2.1 Implications of SWOT analysis 8 3. Consumer audit 8 3.1 Buying centre 9 3.2 The organisational decision-making process 10 3.3 Factors that influence the decision making process 11 4. Competitors analysis 13 5. Recommendations 15 5.1 Product 15 5.2 Price 16 5.3 Promotion 17 5.4 Place 18 5.4.1 Direct channels 18 5.4.2 Indirect channels 19 References 20
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
References: * BINGHAM, F.G., GOMES.R, KNOWLES, P.A. 2004. Business Marketing. Maidenhead: McGraw-Hill Education. * BRASSINGTON, F AND PETTITT, S. 2006.Principles of marketing. Harlow: FT Prentice Hall. * HOOLEY, G. J., PIERCY, N. F., NICOULAUD,B. 2012.Marketing strategy & competitive positioning. Harlow : Pearson * HOLLENSEN, S