Market Plan for Interwood Outdoor/Patio

Furniture
1. Executive Summary

2. Current Marketing Situation:

A. INTERWOOD (Products, Showrooms, Means of Communication and

Purchase habits of Consumers):

Presently INTERWOOD has seven product categories: Office Furniture, Home

Furniture, Kids Furniture, Kitchens, Doors, Wardrobes and Flooring. They cater
to the needs of both corporate and domestic clients. INTERWOOD also
provides education furniture for classrooms, Laboratories, Offices, Libraries,
Hostels and many other places.

INTERWOOD is the only company in Pakistan that provides complete one-

window solutions including Q-Mark Fire Rated Doors, Kitchens, Wardrobes,
Kitchen Appliances (Hoods, Hobs, Ovens, Microwave Ovens, Dishwashers and
Freezers) etc.

INTERWOOD has showrooms at Lahore, Karachi, and Islamabad (F-11 and I-9),
and also exports some of their products to the UK, Norway, Spain, Africa, the
Middle East and India.

INTERWOOD communicates about its products via its website and its
catalogues and booklets.

B. Need for INTERWOOD Outdoor or Patio Furniture:

A new trend of developing not only the inside but the outside of ones home
has developed in the past couple of years. People belonging to the upper
urban class especially are seen having large gardens, farm houses, pools,
gazebos, barbeque areas and much more outside their homes.

Furthermore, this trend is also being observed in the commercial market, with
the emergence of outdoor/ roof top restaurant etc.

For this they need comfortable but unique, authentic, elegant, trendy,
exclusive furniture that provides social standing. INTERWOOD is planning on
launching a new line of furniture i.e. outdoor or patio furniture to capitalize on
this need in the market.

INTERWOOD will offer this new line of furniture at its current showrooms in
Islamabad (I-9 and F11). Furthermore, we will launch a new showroom in
 Bahria Town at a premium location so we can also attract customer from
Rawalpindi.

C. Competitive Analysis:

Currently outdoor or patio furniture is being sold by BAAHIR, Local

Showrooms as well as open shops in Rawalpindi.

BAAHIR, targets outdoor living and offers a wide range of products from
Rattan Furniture including chairs, tables, beds etc., to Outdoor furniture, such
as wooden products, fountains, BBQs, Gazebo etc. to Solar Protection
products.

It also offers online shopping, nationwide shipping and has showrooms in

Islamabad, Rawalpindi, Karachi, Lahore and Faisalabad.

3. Threats and Opportunities Analysis

Strengths Furniture that is a sign of social status. Furniture that is unique,

authentic, trendy, luxurious, elegant, sophisticated but still comfortable.
Furniture that can be customized according to your preferences and cannot
be found anywhere else in Pakistan.

Weaknesses Premium Patio furniture is not a product that is purchased by

common man. Most people are happy with basic plastic or wooden furniture
for outdoors.

Opportunities New trend of developing outside of ones home as well as

inside.
1- Housewives of house owners belonging to upper urban area with social
standing and income of above one lakh per month living in Islamabad.
2- Restaurant/Hotel owners like Munal, Marriot, Serena etc. They
rent/contract out entire floors.
3- Interior Decorators who are employed by upper urban house owners to
provide them with furniture.

Threats Environmental factors such as rain, humidity, dust can quickly

affect outdoor/patio furniture. Furthermore, local shop owners may copy
INTERWOOD design and offer low quality but cheaper furniture.

4. Objectives and Issues

A. Objectives: In the next 5 years, Profit in terms of %

B. Issues: The biggest issue that Interwood would face would be to keep its
furniture design authentic and unique. It is extremely easy nowadays to
copy any unique object, be it clothing or other. Although the quality
 provided by Interwood can never be replicated however its design pattern
can be. Other shop owners may try to attract customers by offering same
design at cheaper prices.

5. Marketing Strategy

A. Positioning High price high quality.

B. Differentiation Interwood will differentiate itself in the market by

offering:
i. Unique and authentic products customized according to customer
preferences, entertaining and relaxing to share with your family.
ii. Exceptional customer service by offering warranty, maintenance
etc. on-call or monthly scheduled visits.
iii. Services of an Interior Decorator, who can on request visit
customers home and provide consultation on type of product to buy
that, will best suit customers homes.

6. Action Programs:

Price Premium prices for best value. The price of the outdoor or patio
furniture will be high as it is a premium product.

Place Interwood will sell its product at premium locations to provide their
customers with the right impression of the luxury their products have to offer.

INTERWOOD will offer this new line of furniture (Outdoor or Patio Furniture) at
its current showrooms in Islamabad (I-9 and F11). Furthermore, we will launch
a new showroom in Bahria Town at a premium location so we can also attract
customer from Rawalpindi.

Promotion: Billboards will be the main means of advertising along with

Magazine, Catalogues and Booklets that will be made available to Interior
decorators.

A unique TV advertisement may also be made to introduce itself in the

market.

We will also advertise this new line of furniture on our website and social
media.

7. Budgets

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8. Controls: We will do continuous analysis of the market, needs, trends,
competition, strategy, presence, online promotional activities to ensure that
our product lines market shares are maintained.

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