T-furniture Sofa Marketing Research

China upholstery exports increase continuously. According to China Furniture Association, China exported upholstered furniture from Jan. 2007 to Oct. 2007 worth US $ 11.02 billion, an increase of 36.95% on the same period of last year. Importes from China have grown rapidly in recent years and the growing trend of Chinese imported aprrears to be irreversible. China as the leading upholstery supplying country of world, exported-oriented companies are extending the export activities and domestic-oriented companies also start their export business. However, since many companies in china do not have knowledge of overseas markets and no their own product development and design team, they adopt the OEM business mode and their market strategy is based on "low price" .Competition is fierce. Build own brand is the must way if a company wants to survive and develop further. How to achieve that? T company is a professional upholstery and leather sofa manufacture enterprise. Starting from OEM business, T company extend its business to ODM based on its development strategies.I was assigned to be responsible for the USA sales and marketing of upholstery business in T company since April, 2006 and I am the main maker of sales strategy for USA market. This article makes a detailed study on USA sales for the upholstery products of T company, therefore has practically instructive meaning. This studay can give some useful reference for those companies which are planning to explore their business to USA. Since this article also make study on the USA market characteristics, USA consumer profile and distribution channel of USA upholstery business, it can help domestic companies understand and know USA market further. This article also elaborate how to position a brand in USA market in the chapter of brand strategy.This article contains the following six chapters. In chapter I ,introduce the study background and study frame. In chapter II,T company and whole upholstery business are introductd. In chapter III, the sales environment in USA is analysed . By adopting the strategy tool as Michael Porter' s Five Forces Model, from bargaining power of buyers, bargaining power of suppliers, entry of competitors, threat of substitutes and rivalry among the exsiting players to make a analysis of the attractives (value) of the upholstey structure and business environment. SWOT analysis on T company' s upholstery is made too. In chapter IV,it is about the marketing mix of T company upholstery products in USA. It attempt to generate the optimal response in the targeted USA market by blending product, sales channel, price and brand variables in an optimal way. In particular, from audience points to position the brand precisely. In chapterV,experiential marketing and customization as the sales innovation. The feasibility and operation processure are discussed. In chapter VI,conclusion and prospect are made.This article comes from the author routine work experience accumulation and refinement. It should have many deficiencies, and your feedbacks are highly appreciated!...