MARKETING PLAN

Marketing Plan



Marketing Plan

Company's competitors

The main competitors of Grace Interior Designers can be IA Interior Architects, studio O +A, Diva Interior Designs. Competition would be large because competitors would include home-based, trainee individuals and American Association of Interior Designers (ASID) certified designers who have close bonds with important architects. The edge with the competitors is the referral and relationship with other professionally (55%), such as architects. For clients to make a buying decision, personality of the designer (25%), past work (15%) and ASID certification (5%) matters and affects the buying decision. The local competition would include the interior designers; house of fabrics; warehouse fabrics, JoAnn's and website providers (Knackstedt, 2001).

Interior designers

In Boulder Yellow Pages, (2000-2001) 37 interior designers are registered. They also offer fabric as their partial services. Through the mark-up of fabric, apart from the hourly services, the profit is generated. The fabric costs more per yard than the retail or volume discounts. Therefore, customer would be charged more and company would earn more.

House of Fabrics

It has a national recognition of the buying power of various kinds of fabrics along with its strong availability. Financial difficulty was faced recently; therefore, it closed it various shops countrywide.

Warehouse Fabrics

It is locally owned. It offers products of low cost and a wide selection. The wide selection is offered for the fabric which is discontinued whereas, the recent upcoming fabrics are offered in limited numbers. This concept works because various clients consider who demand discontinued fabrics and attracts medium-income level customers.

JoAnn

This is a chain which is working at national level with very strong buying power. It offers a wide variety of fabric for clothing. It also offers in-store decorators fabrics but, they are limited in number. Their primary market is clothing seamstress. Their competitive edge is low price offered for fabric.

Website Providers

This is the area which is expected to grow in the future because fabrics are not widely offered through web. As for now, it has no major impact or affect on the market. Catalog

Catalog Service

This sector can give huge competition in the market. This category shows a high level of interest in decorator fabric, window designs and other decorative products. This sector is having high popularity in channel distribution. The sources of catalog do not offer the customers to touch see or have the fabric in their homes. Price is the important competitive feature (Gibbs, 2005).

Discounters

They have a considerable place of growth in the industry as their channels of distribution continue to shift. Discounters enjoy serving value-oriented customers. They have a weakness that they fail to invite and display to promote their sales. They provide a threat in competition for individually owned specialty stores. The reasons for this threat are efforts of promotion, price advantages and connections with the vendors. They have included decorate departments separately in their metropolitan stores.

Strengths of Grace Interior Designs

Grace significant strength is that the company is highly successful in the international markets with a loyal customer ...