Marketing and Paul Logan Essay

ACA is a marting consultant firm specializing in creating strategies to uphold businesses. Our mission is to aid your society by planning suitable approaches to jump out tag transition for Manchester Products.Business OverviewIn the case of the Manchester Products A mug alteration Challenge (Quelch, 2009), Manchester Product was a manufacturer, which offers premium office piece of furniture. Also, the follow is one of the leading office furniture notes in the United States beca social occasion of their skills in engineering and ergonomics that hazard the associations crossways become frequent in term of style and comfort. However, the research by the familiarity shows that 5% of their consumers purposely bought office furniture products for alkali. Therefore, Manchester has decided to enter household furniture market with the acquisition of capital of Minnesota Logans Furniture Davison (PLFD). Also, capital of Minnesota Logan is a well-known brand for home furniture d ue to its fashionable and iridescent style, which makes its products unique. In addition, the acquisition only included a furniture disagreement however, Paul Logan still runs the apparel, fashion accessories, and home dcor divisions. Also, Paul Logan allows Manchester to use its brand name for only a three-year period.SWOT AnalysisStrengths- Manchester has a vehement reputation and brand image in the office furniture market, while PLFD is the leading brand for household furniture. Therefore, the coexistence of these two popular brands go away allow the company easily promotes its products. Also, the acquisition of PLFD exit allow the company to expand its product line as well as top market share from household furniture market. In addition, the company financial was stabled and expected to grow by 30% in 2005.Weakness- the company is seek with their distribution network because office furnisher distribution did not interact with home furnisher distribution network. Thus, th e consumer might name difficulty to access home furnishes products line.Opportunities- the rescue started to rec over after the recession period, and it seems that the household furniture perseverance has been developing since 2002. Therefore, there is a potential for Manchester to enter the home furniture market during this period.Threats- the increasing number of imported furnishers from China and Mexico has threaten the United States furnisher industry because these regions buzz off lower labor cost, which make product less expensive. For instance, over the past five years, the percentage of importing furnisher from China increases by 154%. If the cheap imports trend from overseas still continues increasing, the United States furnisher industry might smash in the future.Synopsis of the current situationThe case, Manchester Products A Brand Transition Challenge, Quelch (2009), reports that Manchester is facing the challenge of brand transition as well as determining the mar keting expenditure to support the transition of the brand. Paul Logan has strong brand images, which allows Manchester to easily promote household products. However, Manchester can use the Paul Logan brand only for three year, so after three years, the company has to change the name and by that time its might struggle to rebrand itself. Therefore, the company must make sure at first place that the consumer leave behind not confuse or mislead with these two brands.On the other hand, the company should take advantage of Paul Logan brand image because consumer suck confident to buy Paul Logan product because in the sense that they will receive a high-style and quality finisher. Moreover, since the company will use Paul Logan brand only for three year, thus company have to look the marketing expenditure for Paul Logan by finding the right advert strategy and promotion programmes. Currently, Paul Logan mainly spends its marketing budget on push programs such as volume rebates becau se the company believes that rebate program will lead to successful distribution network. Whereas, Manchester focus on curl up program such as national adverting because advertisement will help oneself company promote the brand as well as agitative of sales.Identify Key Marketing conceptsCustomer brand roles- brands will shit the knowledge about the product to the consumer. Once consumers has experienced the product and its meet their need. Also, when consumer already have knowledge about the brand this will make they feel more comfortable for the next purchase. Purchase decision in any case became less. Paul Logan is already a well-known brand for household furnisher, and consumers have their product experience and knowledge about the brand. Thus, for the next purchase, the consumer will have confidence to buy the product because they has their experience in the brand and liveliness they will receive quality piece. However, if Manchester considers rebrand itself, it might tak e time for consumer to evolve about the brand in like manner purchase decision is more lengthy than buying the branded ones.Company brand roles- to protect the brand, the company should be able to keep the feature of the product, such as design, also the brand will help company-categorizing product. For instance, Manchester is known as an office furnisher and consumer might be confused if Manchester used the same brand name for household furnisher product line. Thus, the Paul Logan brand has a stronger identification for household furnishers, and it will also help consumers not be confused about the brand.Competitor brand roles- the antagonist of the market-leading brand is aiming to compete by building product to aim at the market leader. For example, National Furniture Company, which is Paul Logans competitor in terms of price point, realize that Manchester and Paul Logan will aggregate that brand. National takes advantage of the uncertainly association by announcing price r eduction.