1、 this is high-quality office furniture combining workmanship and ergonomics for the customer who understands quality, is a user of high technology equipment, and is willing to spend money on the best. Unlike the mainstream products, we do not use laminates or cheap manufacturing technology. Our mark
2、eting strategy is based mainly on making the right information available to the right target customer. We cant afford to sell people on our expensive products, because most dont have the budget. What we really do is make sure that those who have the budget and appreciate the product know that it exi
3、sts, and know where to find it. The marketing has to convey the sense of quality in every picture, every promotion, and every publication. We cant afford to appear in second-rate catalogs with poor illustrations that make the product look less than it is. We also need to leverage our presence using
4、high-quality catalogs and specialty distributors. Our target market is a person who wants to have very fine furniture with the latest in technology, combined with an old fashioned sense of fine woods and fine woodworking. This person can be in the corporate towers, small or medium business, or in a
5、home office. The common bond is the appreciation of quality, and the lack of price constraints. Target Market Forecast Potential Customers Growth20002001200220032004CAGR Corporate Executives 2%144,000146,304148,645151,023153,4401.60% Small Business Owners 3%150,000153,750157,594161,534165,5722.50% H
6、ome Offices 5%440,000462,000485,100509,355534,8235.00% Other100,000105,000110,250115,763121,551 Total 3.99%834,000867,054901,589937,674975,3853.99%2.1.1 Market DemographicsWe focus our marketing on three types of target consumers:1. Corporate Executives: The Bureau of Labor Statistics （http:/stats.b
7、ls.gov） reports there are 14.4 million executive, administrative, and managerial employees in the United States, and that number is growing at 1.6% per year. We estimate the top 1% of that number, 144,000, as our market, and were suggesting the number is growing at the same 1.6% annually. 2. Small B
8、usiness Owners and Executives: According to the most recent data available from the Small Business Administration （SBA）, there are between 13 and 16 million small businesses （500 employees or fewer） in the United States. That includes about 5.5 million employers and 11 million self-employed people.
9、We take the top 1% of 15 million, to make our potential market of 150,000. We estimate growth at 2.5%, a composite of different sources. 3. Home Offices: According to a story in Home Office Computing magazine, there are 36 million home offices in the United States. That means a home office in 27% of
10、 the households in the country. The U.S. census reports that in 1997 there were 16 million households in this country with incomes of more than $100,000 per year. The 27% of those that have home offices are our potential market. Thats 4.4 million households （of 132 million total）. Our market is the
11、top 10% of those, 440,000, which we estimate is growing at 5% per year. 4. Other: We will also sell to some buyers outside the United States and outside of these targeted market segments. We estimate 100,000 other potential customers, a number that we estimate will be growing at 5% per year. 2.1.2 M
12、arket NeedsWillamette gives the discriminating personal computer user, who cares about design, quality furniture, and quality of working environment, a combination of the highest quality furniture and an integration of the latest technology, at a relatively high price. Willamette provides this discr
13、iminating customer with more than a piece of furniture. We provide a quality working environment that includes the integration of technological components that generally exist as part of the executive setting. The quality of manufacturing, materials, and ergonomics found in our products serves to en
14、hance the appearance of an executives office atmosphere, in turn adding to their status and effectiveness as a decision maker, innovator, and leader.We understand that our target market needs more than just office furniture. This need grew out of the special requirements of personal computing, when
15、combined with office furniture - keyboards at correct height, monitors at correct height, proper channels for cables, and other amenities. Our target customer wants to have all of that, plus fine furniture. There is a need for quality wood and workmanship throughout. We dont just sell office furnitu
16、re, we sell design, workmanship, fine materials, and a total-quality office environment.2.1.3 Market TrendsOur market has finally grown to recognize the disparity between most of the standard office furniture sold through channels and our own products. The development of the high-end office worker,
17、office owners, and the baby-boomer executive is an important trend for us. We now have people who are using computers and also appreciate the old-fashioned workmanship of good furniture.Todays high integration of technology in the work place, especially in the multi-task oriented, executive environm
18、ent, sets the stage for growth in the area of high quality, technologically integrated office environments. Similarly, home offices and small business owners continue to demand more advanced technologies and their integration into the office atmosphere. A sense of craftsmanship and quality of materi
19、als, such as oak and cherry, is timeless. The synergy of this desire for the classic cabinet-maker look, and use of technology is inherent in Willamettes offerings.2.1.4 Market GrowthAccording to source omitted, the market for office furniture is growing at XX percent per year, and is projected to i
20、ncrease. The market for PC-related office furniture is growing even faster, at YY percent per year, and is projected to top $XX billion by the year 2005. Most important is the growth in home offices with personal computer equipment. As the cost of the computer goes down, steadily, the number of home
21、 offices goes up. According to source omitted, this is about 33 million right now, growing at 15 percent per year. Households spent $XX billion last year to equip home offices, and 15 percent of that was spent on furniture.2.2 SWOT AnalysisWe are on the brink of major opportunity. We have the streng
22、th of a combined expertise in high-tech ergonomics and furniture manufacturing, and the opportunity of a growing market and new channels of distribution. We have the weakness of a small company without a lot of experience, and the threat of new competition taking aim at our niche. 2.2.1 Strengths St
23、rategic market segmentation and implementation strategies. Combination of skills in ownership. As co-owners, Jim and Susan jointly develop business strategy and long-term plans. Jim is strong on product know-how and technology, and Susan is strong on management and business know-how. Diversified market segments: Corporate executives, small business owners, home offices. Increased capital from succe
