A Study On The Marketing Strategy Of WH Furniture Company

The development of China’s economy, the improvement of people’s living standard and the rapid development of the real estate in China are all the reasons for the blossom of China’s furniture industry, the scale of which is expanding continuously. However, because of the government’s tight real estate policy in recent years, the furniture industry is experiencing massive changes now. Price war and the closure wave are the hot topics of the furniture industry in 2015. But meanwhile the news that many large companies have managed to become listed companies one by one adds some positive effects to the furniture industry. While the furniture industry is accelerating its change, the small and micro furniture companies are faced with a great challenge to survive and have a sustainable development against the background of severe competition.This paper is to explore the proper marketing strategies for the small and micro furniture companies in their start-up stages, based on the example of WH Green Furniture Company. WH Green Furniture Company is a micro custom furniture company in its start-up stage, which concentrates on furniture’s designing, producing and marketing. As a newly founded micro company, WH is now in a difficult position for the poor sale, lack of brand advantages as well as star products and competitiveness, which at present badly needs to adjust the marketing strategies in order to boost sales and then to make itself step into a positive development circle.This paper consists of five parts. The first chapter is an introduction describing the background, purpose and meaning, research content and methods used in this paper followed by the outline of the research route. The second chapter is to review some relevant marketing theories, including Michael Porter’s Five Forces Model, the Marketing Theory of 4Ps, the theory of Green Furniture and some research on the marketing strategies for the media and small companies in their start-up stages in China. There are three parts in the third chapter. The first part is to give the opportunities and threats after analyzing the furniture industry based on the Porter’s Five Forces Model. The second part is to give the strengths and weaknesses of WH Company by introducing WH and its products, price, place and promotion marketing strategies. The last part is to show the SWOT table as the summary of this chapter as a result of the analysis of the inner and outer factors of WH Furniture Company. On the basis of that analysis, the forth chapter is to put forward some marketing strategies from the product, price, place and promotion according to the marketing theory of 4Ps respectively, at the same time some supporting measures are asked to help WH realize these strategies. And the last chapter is the conclusion and some deficiencies of this paper.The purpose of this study is to explore some specific marketing strategies for its development in the fierce competitive environment, and hope to offer some suggestions to the companies whose conditions are alike.