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The paper “ JIMMY POSSUM Furniture Pty Ltd Company’ s Marketing Strategy and Objectives, Current Situation, Competitor and Issues Analysis" is a  persuading case study on marketing. JIMMY POSSUM Furniture Pty Ltd Company is a leading furniture manufacturer in Australia. It was established by Jimmy Possum. It is categorized under Wood Household Furn-Ex Upholstered Manufacturers. It is located in Bendigo, VIC Australia. It is expanding at a high rate especially in regional Victoria (Bendigo); hence, having a pride future. It offers modern wooden furniture, Rock Wood Furniture, rustic wooden furniture, outdoor wooden furniture, and handcrafted wood furniture (Cohen, 2006, p.

42). The purpose is to evaluate the performance and recommend what is important to the JIMMY POSSUM Furniture Pty Ltd Company. This is to find out what the company offers and how it has gained a competitive advantage. In addition, it is one of the reputed furniture producing company because of its extensive production of range of products (furniture) from both recycled, De Niro Barstool, Mekka Bed, Chest Of Drawers, Massimo Sofa - 1.5 Chair, Martti, Occasional Chair, Winni Occasional Chair, and new Australian Hardwood timbers (Cyril, 1971, p.

21). The management team consists of Margot and Alan Spalding are among five of the children are involved in the day to day running and operations of the company. The other three are cousins, aunt, and one son-in-law (Westwood, 2002, p. 56). Margot is the co-director and co-owner of Jimmy Possum Furniture Pty Ltd. This is furniture production, design, and retail company (Australian Bureau of Statistics Australian and New Zealand Standard Industrial Classification, 2006, p. 4). These are the top managers who make decisions and formulate strategies to propel the company forward (Montgomery, 2008, p.

123). Originality, creativity, and quality set JIMMY POSSUM Furniture Pty Ltd Company apart from the rest in the industry. In addition, the company has employed more than one hundred and fifty employees both on a permanent and contractual basis. Employees are committed, hardworking, determined, experienced, and work with professionalism and due diligent (Reed, 2006, p. 30). There are several trucks and vans that distribute the products to its stores in the local Bendigo store, Melbourne, Sydney, Adelaide, and Brisbane. It has more than 66 stores in Australia but, those mentioned above are the major ones (Cohen, 2006, p.

43). 1.1 Mission statement The mission statement of the company is to produce high-quality products, maintain customer satisfaction, enhance creativity, and productivity (Cyril, 1971, p. 22). 1.2 Company’ s objectives JIMMY POSSUM Furniture Pty Ltd Company has several objectives that have helped it gain a competitive advantage and retain its customers for long. These objectives include: To produce and distribute high-quality products to all stores in time in order to avoid shortages (Montgomery, 2008, p. 125). To maintain good customer relations with other stakeholders especially the employees, and government (Reed, 2006, p.

32). To increase its profit margins by 12% within the financial year 2011/2012. To increase the market share by 4% monthly that will translate to 15% increased sales within the financial year an Australian Bureau of Statistics Australian and New Zealand Standard Industrial Classification, 2006, p. 7). To expand its stores to other towns and cities within the country for easy access by customers. It aims at the opening between 2 and 4 stores in major towns monthly; so that at the end of the year, it will have opened new stores in all towns. To reduce the expenses by 12% at the end of the year by maximally utilizing the used materials by recycling (Cyril, 1971, p.

23). To employee experienced but, qualified, committed, dedicated, hard-working, and self-driven employees so that they can serve the customers and perform their duties diligently. To conduct market research and analysis so that we find out what the customers want in terms of the quality, quantity, and price (Cohen, 2006, p. 44). To promote and advertise the company’ s products using all media and channels of communication such as radio, TV, and magazines so that it can reach all the customers and potential customers in all the markets (Montgomery, 2008, p.

126). To introduce more than 20 new products by the end of the year so that it can compete favorably and penetrate into new markets than its competitors. To participate in social responsibilities by helping the needy but, bright students from poor backgrounds. Others are those who cannot meet their medical bills. This is expected to retain and attract more than 2000 customers in the new markets identified. To open one branch or subsidiary in the United States of America by December 2011 (Reed, 2006, p.

34).

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