Essay on Universal Carpets

3871 Words16 Pages
MKTG251-14B - Marketing Strategy
Group Case Analysis Report - Universal Carpets

Ngahuia Britton­Bruce
Anita Burton
Martin Law
Nicola Vincent

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Executive Summary The contents of this report include four fully descriptive profiles of the potential candidate market segments in the New Zealand carpet market. Each has been researched and assessed to determine the relative attractiveness to Universal Carpets New Zealand Ltd
(UCNZ). Recommendations are included to advise UCNZ of the most appropriate segment to target, and a strategy statement and plan has been developed detailing how best to proceed.
These recommendations include targeting the general domestic market,
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The majority of carpet used in this market is carpet tiles. Both companies have a stronghold over this very demanding market but INZIDE is the clear leader. This market includes; court houses, universities, hospitals, convention centres, libraries, Landcare Research, SirTrack
(Wildlife tracking solutions), Museum of New Zealand (Te Papa) and other government operated agencies. As many of these operations have multiple channels to get projects authorised, the chance of a fast turn around is slim. These organisations look for a competitive bottom line, so they require value for their money with hard wearing carpets and great service including maintenance. In order for other competitors to break into this market, they must be able to offer a superior customer value proposition such as Feltex's Insitu tile carpet. This is made using a closed loop recycling system, renewable energy, zero emissions,
I­design (innovation design) and is climate neutral (INZIDE, 2013). Segment 3: The Exclusive Market
Customers of the exclusive carpet market expect high quality, durable carpets that are able to withstand high foot traffic while still looking stylish and luxurious. This carpet is required by places such as private hospitals and resorts as well as luxury residential properties. It is likely customers of this market will be wealthy and business savvy, and have developed a relationship with

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