CASE STUDY THREE Global Ventures Ltd (Global) is in the business of production and sales of furniture and The furniture industry has been fraught with intense competition resulting in dinding pro Global has relied in innovation and creativity of its human resource to roll out new products regularly to edge out competitors. The company invests enormous resources in its inovative drive and in turn charges premium prices. Customers are loyal but signs of satisfaction appearing against delay in processing orders. The company sets its sight on business customers although individual customers are welcome. Top management relies on lean staff with a flat structure to promote quick decision making and adequate remuneration. This has led to increased overtime claims and medical bills arising out of fatigue and deferred leave. Management is democratic and adopts a consultative approach to strategy formulation. This has yielded buy ins from employees. The country has enjoyed prolonged period of stability despite turbulence in its bordering countries. Inflation has stagnated, albeit in double digits. With many offices springing up following the discovery of oil, the furniture Industry is set to grow. There are however been campaigns by friends of the earth over deforestation and are loud in their call for stricter regulation of timber felling. The youth in the country have developed a taste for patronizing furniture products as lifestyles display increasing dynamism. Global intends to increase its sales revenue through continuous provision of exceptional products and superior customer service Following an influx of foreign furniture products into the country, Global foresees intense rivalry in the industry. Top management wants to resort to plausible marketing strategy to improve its fortunes and achieve its marketing objectives. Consequently, at the last meeting of management it was decided that a comprehensive marketing plan be prepared to guide the marketing endeavor of the company You serve as the Marketing Manager of Global and in line with your responsibility, you have been tasked to prepare a marketing plan. REQUIRED a) Conduct a detailed SWOT Analysis and b) Prepare a comprehensive Marketing Plan NOTE: You are allowed to make reasonable assumptions 23 MARKETING PLANUNG AND CONTROX ALICTURE NOTES CASE STUDY THREE Global Ventures Ltd (Global) is in the business of production and sales of furniture and The furniture industry has been fraught with intense competition resulting in dinding pro Global has relied in innovation and creativity of its human resource to roll out new products regularly to edge out competitors. The company invests enormous resources in its inovative drive and in turn charges premium prices. Customers are loyal but signs of satisfaction appearing against delay in processing orders. The company sets its sight on business customers although individual customers are welcome. Top management relies on lean staff with a flat structure to promote quick decision making and adequate remuneration. This has led to increased overtime claims and medical bills arising out of fatigue and deferred leave. Management is democratic and adopts a consultative approach to strategy formulation. This has yielded buy ins from employees. The country has enjoyed prolonged period of stability despite turbulence in its bordering countries. Inflation has stagnated, albeit in double digits. With many offices springing up following the discovery of oil, the furniture Industry is set to grow. There are however been campaigns by friends of the earth over deforestation and are loud in their call for stricter regulation of timber felling. The youth in the country have developed a taste for patronizing furniture products as lifestyles display increasing dynamism. Global intends to increase its sales revenue through continuous provision of exceptional products and superior customer service Following an influx of foreign furniture products into the country, Global foresees intense rivalry in the industry. Top management wants to resort to plausible marketing strategy to improve its fortunes and achieve its marketing objectives. Consequently, at the last meeting of management it was decided that a comprehensive marketing plan be prepared to guide the marketing endeavor of the company You serve as the Marketing Manager of Global and in line with your responsibility, you have been tasked to prepare a marketing plan. REQUIRED a) Conduct a detailed SWOT Analysis and b) Prepare a comprehensive Marketing Plan NOTE: You are allowed to make reasonable assumptions 23 MARKETING PLANUNG AND CONTROX ALICTURE NOTES