Interwood家具是美國佛羅里達州一家一直提供優(yōu)質(zhì)家具的企業(yè)，公司的零售商都分布在該地區(qū)所有繁華區(qū)域，，所以這對客戶購買很方便。一系列的辦公家具是用最新技術(shù)設(shè)備設(shè)計的，為客戶提供各種款式的選擇，以便他們根據(jù)自己的偏好購買合適的家具。

除了辦公家具，Interwood家具將為總公司提供完全為住宅設(shè)計客戶的專屬家具。公司主動應(yīng)對客戶需求的不斷變化，在現(xiàn)有基礎(chǔ)上進行市場分析是很重要的(Bolton& Saxena-Iyer,2009);Interwood家具確保其關(guān)于目標市場需求的最新報告已確定，這樣就可以滿足其期望并為客戶提供一個滿意的客戶服務(wù)水平。

產(chǎn)品范圍——Product Range

Interwood家具專門經(jīng)營為客戶提供行政級別的辦公家具，這些客戶往往是會欣賞優(yōu)質(zhì)材料的精湛工藝和會有將這項技術(shù)有效地融入到他們商業(yè)環(huán)境中的欲望。公司已將市場細分作為目標，即把辦公家具不同類別的使用者細分為企業(yè)高管和小企業(yè)業(yè)主。為了達到目標市場，采用了互聯(lián)網(wǎng)廣告等廣告媒介、銷售使用目錄和口碑廣告這些途徑來輔助。

Interwood Furniture has been offering an excellent quality of furniture for the corporate executives of Florida, USA. The outlets of the company are found in all popular areas in the region so that it is easily accessible by its customers. The entire range of office furniture has been designed with the latest technology and the customers are presented with various options so that they can get their furniture designed according to their own sets of preferences.

In addition to the office furniture, Interwood Furniture will be offering exclusive furniture for home office that will be completely designed for the residential clients. It is important for companies to respond proactively to the changing demands of the customers by conducting marketing analysis on an ongoing basis (Bolton & Saxena-Iyer, 2009); Interwood Furniture ensures that it has the latest report about its target market’s needs so that it can meet its expectations and provide an excellent level of service to its customers.

產(chǎn)品范圍——Product Range

Interwood Furniture specializes in offering the executive level office furniture for those customers who have an appreciation for the superior quality craftsmanship along with superior materials and have desire of integrating the technology effectively into their business environment. The market segments that are being targeted by the company with the office furniture category are the corporate executives and the small business owners. In order to reach the target market, the advertising mediums such as Internet advertising, distribution of catalogs and word-of-mouth advertising are used.

Online marketing is an area that has been addressed by every company to ensure that it has its presence on online medium as well (Cook, 2008). The online medium allows the organizations to provide an excellent customer service and enhance their shopping experience by designing the websites in the best possible manner. The primary characteristics of the product range offered by Interwood Furniture are that it is offering excellent quality office furniture for the personal computer users, the design and quality of furniture is extraordinary and an excellent quality of working environment is developed that integrates perfectly well with up-to-date technology.

The price of the products is relatively higher than offered by the competitors; the customers definitely get value for their money as the company never compromises on quality of its products. All of the company’s products are developed with the top quality materials, ergonomics and technologically advanced machinery so that final products are of exceptional quality level; the products when installed in offices enhance the atmosphere and make the office look like an amazing and relaxing place to work. Most of the executives feel that the furniture of the company makes valuable addition to their status symbol and improves their image of being an effective innovator, leader and decision maker; it gives a signal that executive has an elegant and sophisticated personality.

Interwood Furniture has a competitive edge in identifying the needs of the market for office furniture especially regarding the identification of special needs of the personal computer users. The office furniture for the personal computing users is different as they are looking for furniture that has keyboards at right height, proper channels are present for cables, monitors can be placed at correct distance and height and various other amenities. Hence, the company efficiently integrates the technology in its furniture so that the customers’ needs are met. The company is offering a perfect blend of well designed office furniture that has been developed with focus on reliable workmanship, excellent quality materials and creation of a complete office environment.

服務(wù)策略——Service Strategy

The services of Interwood Furniture is limited to traditional terms that comprise of on-time delivery, handling of the customer complaints, resolving their issues and providing them access to the customer representatives round the clock. Like every other organization, the customer service is an important aspect and a well-developed customer service strategy is vital for success of any company (Teece, 2010). Although the company does not require specific service strategy as there is high level of quality in its manufacturing and assembling steps but still it is important to meet the expectations of customers as they are looking for this aspect in every company.

The best aspect of Interwood Furniture products is that they do not require frequent maintenance service; the company will still contact the customers once every three months to get their feedback and ensure that they have no complaints with its products. The company has the policy of informing the existing customers about new products and discount offers so that they can avail any of the packages that they find compatible with their needs. The service strategy of the company has been the most complementary element that has helped it in enhancing its image in its customers’ minds.

擴展計劃——Expansion Plan

Interwood Furniture will expand its product line by entering into home office segment and will design products especially for this market and it will even start offering various accessories in addition to the primary executive desk lines. In order to provide fully integrated environment of a office, many peripherals like tables, chairs, cabinets and lamps will be provided to the customers. The company believes in enhancing the product line so that the customers are not simply considered to be one time buyers; it will offer additional products to the customers on the basis of their previous purchases.

影響公司的因素——Factors affecting the company

The major factors or trends that can impact the core business of Interwood Furniture are its target market needs and availability of substitute products. The company is currently targeting niche market as it is offering an exclusive range of the office furniture for the corporate executives who are looking for reliable and high quality products; the customers will not tolerate any kind of negligence in the assembly specifications. There are chances that the competitors start offering highly integrated office furniture at high prices; there is still lack of resource availability for these companies.

With the introduction of the laptops and iPads, people are now shifting from Personal Computers to these technological gadgets; it can definitely impact the company’s product offering as it will have to modify them to meet the requirements of these latest technologies. Hence, technological advancements in computing technologies and changes in the customers’ needs can have significant impact on their core business of office furniture for the Personal Computer users.

總結(jié)——Conclusion

In order to gain a competitive edge in the market, it is vital for every organization to develop the products in accordance with its target market demands and then take appropriate steps of enhancing its image by offering an excellent customer service. Interwood Furniture has developed a strategy which helps it in being flexible and responsive to the customer’s needs; it conducts a market analysis on a frequent basis so that it is well-informed about the latest developments in the market and ensures well-maintenance of its position in its respective industry.