Executive Summary
Metamorphosis is a retail store that specializes in chic and trendy furniture. The store offers a large merchandise assortment designed to furnish a dorm, apartment, or a house. The destination store offers services such as: free shipping and the ability to coordinate colors and room themes. An advantage of the store set-up is the consumers' ability to see the furniture displayed and having the furniture available for the sale immediately.
Market research shows an increase in furniture sales for 2006. The marketing objective is to aggressively sustain continued growth through execution of the communication mix and marketing strategy.
Mission Statement:
We focus on providing the services/supplies that will give
affordable style, comfort and peace of mind to students and their
parents while helping ease the students' transition from home to living
on their own in the college environment. Since going to college requires
lots of moving around, we offer services along with our products that
will make the frequent moves easy.
Situation Analysis:
Our product offerings focus on college students who are living in temporary housing and experience frequent moves. Our customers appreciate that our products are designed to appeal to their specific design tastes, satisfy their unique living needs and fit in their budget. Our market segments include Kent State University students, the parents of those students, the general population of Kent and any other incidental customers who order through the website. We will target our market through catalog distribution, the Internet, guerilla marketing and word of mouth. Catalogs must be requested or picked up from available locations on ...