MARKETING STRATEGY

Marketing Strategy

Name of the Writer

Name of the Institution

Table of Contents

Table of Contents2

Introduction4

Company Background4

Product Idea5

Product Description6

Product Sourcing7

Fabric7

Notions and Trims7

Technology7

Desire Products8

Research Method8

Internal Sources of Secondary Data8

External Sources of Secondary Data9

Rationale10

US Market Analysis10

Market Segmentation11

Geographic11

Demographics12

Psychographics12

Behaviors12

Market Needs12

Market Trends13

Market Growth15

Industry Analysis16

Porter's Five Forces Model16

PEST Analysis17

Political Factors17

Economical Factors18

Social Factors18

Technological Factors19

Industry Participants19

Buying and Competition Patterns19

Internet Presence20

Key Competitors20

Retail Stores20

Catalog Competitors21

Discounters22

Strategy for Market Entry and Market Development23

The Strike Force Approach23

Promotion Strategy24

Distribution Strategy24

Marketing Programs26

Target Market Segment Strategy27

Strategy # 129

Strategy # 230

Strategy # 330

Strategy # 430

Positioning Statement31

Pricing Strategy31

Sales Strategy32

Online Sales Strategy32

Value Proposition33

Competitive Edge33

Critical Reflection on the Use of Theoretical and Analytical Framework33

Marketing Strategy

Introduction

The purpose of this paper is to offer a basic framework for formulating a launch strategy by unfolding the aim of the launch strategy and relating the broad steps require to formulate a launch strategy.

There are a number of new products launched into the market everyday with inadequate planning for integrating the competitive strategy, training the sales force, developing a distribution strategy and targeting the customers. This oversight considerably eliminates or reduces possible profit the product may make and to a great extent can increase the time of sales development. These difficulties should be evaded if a firm desires to survive in competitive marketplace of today.

Company Background

Sally Bourne Interiors is a retail interior designing company which is privately held and engaged in the home accessories provision, ranged from French furniture to dishcloths of Swedish linen. It offers accessories for bathroom, kitchen and garden, jewelry, gifts, cards, fabrics, ribbons, books and stationery. Furthermore, it provides its own variety of handmade tiles. Sally Bourne Interiors has it's headquarter in London, United Kingdom.

In Crouch End during 2003, Sally opened her first retail store; in Muswell Hill opened a second branch in November 2007. The intention behind opening the shops was to give well-versed assistance for people aspirating to change their houses. The shops persist to imitate understated and calmed style of Sally and importance is provided to customer care. At each shop, the team are mean to their success - certainly as a number of staff members started as customers, they are at all times sensitive to needs of customer (Morschett & Schramm-Klein, 2011, pp.167-197).

The retail interior designing shops proffer more than 12,000 paint colors, with a large range of colors painted on the large boards, to depict proper comparison. In addition, fabrics and wallpapers are available next to with wide and own range of handmade tiles of Sally. The wide home accessories range, varying from antique French furniture to dishcloths of Swedish linen, makes for targeted shopping.

Product Idea

Sally Bourne Interiors also want to enter in the market of United States of America and emphasizes on selling decorator fabric for apply in the house. She desires to make available through the in-stock fabric purchase and in the course of an arrangement of special order. Moreover, other fabric-related paired products such as thread, ribbon, pillows and trims.

In addition, wanted to introduce products in the store of US embrace products include a range of hard window coverings; interior shutters formed of resin/ ...