Group 3 Case Analysis: Elegant Furniture Company Using the Seven-Step Case Analysis Format

2690 Words Dec 7th, 2012 11 Pages
CAVE HILL SCHOOL OF BUSINESS

UNIVERSITY OF THE WEST INDIES CAVE HILL CAMPUS

Executive Diploma in Management

Group 3 Case Analysis:
Elegant Furniture Company using the Seven-Step Case Analysis Format

COURSE: GEMA5100 – Marketing Management

ID Numbers: 00680885 411005098

FACILITATOR: Ms. Candice Warner-Barrow

WORD COUNT:

PAGES:

TABLE OF CONTENTS

|EXECUTIVE SUMMARY | | 2 |
|MISSING INFORMATION AND ASSUMPTIONS | |2 |
|SITUATION ANALYSIS
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Its sole distribution is through two major retail outlets for which it annually negotiates new contracts. Elegant Furniture Company managed by Mr. James Harper, employs twenty two persons primarily in its production department with no sales, marketing, research and development resulting in little change in design or marketing mix since inception.

Within recent years, the furniture market has seen both an increase in foreign imports and the startup of customized manufacturers, as well as a systematic closure of other smaller furniture manufacturers unable to compete in the evolving open market. Based on government’s decision to continue to liberalize the

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