Marketing Strategy Essay

From the table above it is evident that the decline of the economy incision has had little usurpation on Hein and Mann because their main engineer commercialize entails goop and export grocery stores. The score of 18 shows that on that point has been a huge impact of the competitor marketing campaigns to increase aw beness on middle department segment of Hein and Mann, hence on that point have limited target market and argon not able to reach a wider potential target market.The weight of 18 has a negative impact on Hein and Mann as there are losing their main target customers who purchase exclusive piece of furniture, much(prenominal) as executives and professionals who are being retrenched and leaving South Africa. The score of 32% shows that Hein and Mann have shown growth in export business and expansion of their output range in the UK would competitive advantage in the market. S number one answer delivery score 32 which means that Hein and Mann has faced low dollar volume of customers as most of them are considering using other suppliers who deliver on while promised and offer discounts.The score of 28 shows, that customer tattleship with customers is important. only Hein and Mann do not show empathy towards customers. This in snatch results in low turnover of customers. 2. Industry analysis of Hein and Mann Threat of smart entrants There are many barriers that include high entry costs, in this case new entries in the furniture business would not succeed because heavy investiture is required in marketing and purchasing equipment. This is an advantage for Hein and Mann as there have a guaranteed higher position in the industry.This is so because there have been in operation(p) in the industry for a long time and have vast experience, equipment, loyal customers and clients are aware of them in the market place. Hence the extent to which barriers to entry exist, the more strong it is for other furniture firms to enter the market, therefo re, Hein and Mann provide become relatively high profits. Bargaining military group of suppliers Hein and Mann as suppliers produce exclusive and quality pine furniture, this in turn makes them acquire a distinctive image in the industry.It could be difficult for dealers to switch to other suppliers in the industry because of the loyalty of customers to Hein and Mann furniture, therefore Hein and Mann would make profit because there are few alternatives of furniture firms that dealers would switch to. rivalrous Intensity or rivalry Hein and Mann is faced with rivalry as there is increase of competition between existing firms, this proves to be a scrap to generate high profit because companies much(prenominal) as Furniture city and Beares are opting to switch to other suppliers that provide discounts and value customer relationships.Threats from supervene upon of buyers Hein and Mann customers, such as beares and Furniture City have shown the ease with which they can switch t o another supplies of furniture. This is so because customers perceive other alternatives to be equivalent to Hein and Mann furniture. The furniture industry for Hein and Mann is attractive, as there have experience in the industry and understand the market in which there are operating in. 3. Market OrientationMarket preference is defined as is an organisational last dedicated to delivering superior customer value, that is concentrating on designing and selling products that see customer needs in order to be profitable, (Gronroos, 2010). In relation to the case study on Hein and Mann, it is evident that there do not value customers as there show no empathy and provide impenetrable services and do not consider to implement new strategies such as offering discounts such as their competitors. However the products that they design are of high quality which shows that they sell products that satisfy their target markets.Advantages of market orientation * According to Wang & Ahme d (2009) an organisation that is market oriented has improved market-sensing capabilities and olibanum improved market responsiveness, particularly in more hostile and aleatory environments. * An organisation through market research will have a strong understanding of the needs of the customer and this would reduce product unwinnerful person as new products have a greater chance of gaining success in the market, (Modi & Mishra, 2010). An organisation that is market oriented is flexible to changes in the environment as it enables to adapt and adjust successfully, (Wang &Ahmed, 2009). Disadvantages of market orientation * For an organisation to be market oriented it is highly expensive. As capacious market research, to understand the market need to be conducted, (Gronroos, 2010). * An organisation has to eer change internally as needs of the market are met. * chance of underestimating the market and the consumer can be a result of market orientation, which skill led to pr oduct failure.