This 5 page paper examines a case study supplied by the student. A furniture manufacturer has to make a decision regarding its' marketing budget, to increase the sales force or to increase the amount of magazine advertising that is taking place. The paper considers the options using a SWOT analysis to look at the position of the firm and then makes recommendations. The bibliography cites 2 sources.
Name of Research Paper File: TS14_TEcreatfield.rtf
Unformatted Sample Text from the Research Paper:
of the consumer marketing to shelter magazine, or using some to cover increased administration costs and the cost of a new sales representatives to cover the additional 50 accounts that
have been taken on. When looking at the choices there are arguments in favor of all of the option, but to consider the way that the firm may make
its decision the current positioning of the firm needs to be considered in order to determine the best fit. The use of a SWOT analysis can help with the assessment
of the firms position and the way it is currently marketing to assess the potential impact of alternative strategies. There are a number of strengths for the firm. There is
an existing brand/company name that is associated with medium to high quality furniture, There is a well established network of retailers, with the furniture sold in 1,000 retailers across the
country. No retailers sells the entire range instead that have the items that suit their needs. The retailers are supported by sales representatives.
Unlike other firms who uses agents who sell large ranges of non competing furniture and take a commission, Crestfield Furniture has an employed sales force that do not
work for anyone else, instead they get a salary and then a small commission on the sales. This may be unusual, but it appears to be a model that suits
todays needs, with research undertaken indicating the need for increasing amounts of support for the retailers with knowledge as well as advertising. This is already in place and there is
a program of retailer support, with cooperative advertising programs. There is also consumer advertising taking place, this helps the firm. There is also adverting taking place in the shelter magazines,