1.0 Executive SummaryWillamette Furniture has been riding a growth spurt, having discovered the high-end direct mail channel that gave us a push to new potential volumes through channels. Bolstered by appearances in specialty catalogs, we were able to develop another additional channel through distributors of office equipment that sell directly to corporations. We believe that by targeting the high-end market, we can successfully occupy an emerging niche that other channels of distribution have not been able to target. With the implementation of the new marketing focus outlined in this plan, we will position our product line as the high-quality, elegant alternative to mainstream office furniture found in office supply stores. Our ability to integrate emerging technologies in our design, provide complimentary pieces for a complete set, and custom designed ergonomic executive-level office furniture will provide strengths and establish a reputation of unmatched quality.2.0 Situation AnalysisWillamette Furnitures product offerings focus on the executive level customer who has an appreciation for quality craftsmanship and materials, and wishes to integrate technology in to their office environment. Our market segments within the office furniture context include the corporate executive, small business owner, and home office. We will target these markets through a variety of media including the Internet, catalog distribution, and word of mouth advertising. Because Willamette offers products at a high cost level, we do not wish to mass market. Rather our strategy is to make our product information readily available to those seeking quality office furniture with specific technological needs. Therefore, we will add internal catalog publishing to our existing catalog marketing programs (currently through high level channels such as Sharper Image). In addition, because our product assumes the use of computer technology, the development of websites will increase our company profile by promoting our product line in the media most appropriate to our customers.Willamette Furniture occupies a specific niche within the office furniture market. Therefore, our competition does not provide comparable products, as they lack the combination of technological integration and quality in materials and craftsmanship. Our nearest competition includes Ethan Allen, Acme Computer Furniture, and ABC Manufacturing. These companies distribute their products through channels such as chain office supply stores or their own retail locations. In contrast, Willamette targets its potential customers based on their search for our type of product.1 / 442.1 Market SummaryOur product is positioned very carefully: this is high-quality office furniture combining workmanship and ergonomics for the customer who understands quality, is a user of high technology equipment, and is willing to spend money on the best. Unlike the mainstream products, we do not use laminates or cheap manufacturing technology. Our marketing strategy is based mainly on making the right information available to the right target customer. We cant afford to sell people on our expensive products, because most dont have the budget. What we really do is make sure that those who have the budget and appreciate the product know that it exists, and know where to find it. The marketing has to convey the sense of quality in every picture, every promotion, and every publication. We cant afford to appear in second-rate catalogs with poor illustrations that make the product look less than it is. We also need to leverage our presence using high-quality catalogs and specialty distributors. Our target market is a person who wants to have very fine furniture with the latest in technology, combined with an old fashioned sense of fine woods and fine woodworking. This person can be in the corporate towers, small or medium business, or in a home office. The common bond is the appreciation of quality, and the lack of price constraints. Target Market Forecast Potential Customers Growth20002001200220032004CAGR Corporate Executives 2%144,000146,304148,645151,023153,4401.60% Small Business Owners 3%150,000153,750157,594161,534165,5722.50% Home Offices 5%440,000462,000485,100509,355534,8235.00% Other 5%100,000105,000110,250115,763121,5515.00% Total 3.99%834,000867,054901,589937,674975,3853.99%2.1.1 Market DemographicsWe focus our marketing on three types of target consumers:1.Corporate Executives: The Bureau of Labor Statistics (http:/stats.bls.gov) reports there are 14.4 million executive, administrative, and managerial employees in the United States, and that number is growing at 1.6% per year. We estimate the top 1% of that number, 144,000, as our market, and were suggesting the number is growing at the same 1.6% annually. 2.Small Busi