Holy Cross College

Sta. Ana, Pampanga

SENIOR HIGH SCHOOL DEPARTMENT

Marketing Plan
HIATUS Furniture shop

Prepared by:
John Raven A. Guiao
Sophia Bianca Dela Cruz
Chielle Nucum
Ayiza Ochoa
Shiela Mae Brusola
Section: St. Josaphat
 TABLE OF CONTENTS

Executive Summary………………………………………………………………………………1

Product Description……………………………………………………………………………….2

Target Market & Consumer Profile……………………………………………………….3

Marketing/Industry Indicators……………….………………………………………..3&4

Marketing Mix……………………………………………………………………………………….4

Product…………..…………….………………………………………………………….4

Price………………………………………………………………………………………….4

Place………………………………………………………………………………………….4

Promotion………………………………………………………………………………….4

Action Plan...............................................................................................5

Product.........................................................................................5

Price………………..………………………………………………………………………….5

Place………………………………………………..………………………………………….5

Promotion……..…………………………………………………………………………….5

Marketing Mix.................................................................................6
EXECUTIVE SUMMARY

Hiatus Furniture Shop is the company in which the following Marketing Plan is focussed. It is a
company dedicated to the furniture sector and specialized in infant . It is in constant development, seeking
new designs and innovations.
In this Marketing Plan has been analysed the current situation of it has begun with an analysis of the
situation in which we differentiate the internal and external analysis. Firstly, the internal analysis is the
presentation of the company, current objectives and strategies, its principal resources and capabilities and
the marketing mix. It continues with the external analysis of the company through the Porter’s five forces,
which allow to observe different areas of the business environment that surrounds Hiatus.
After the internal and external analysis, we have been carried out an analysis of the competition,
where it has analysed the sector and competitors of Hiatus. Later, we have been developed an analysis of
the behaviour of the consumer and a diagnosis of the situation that we have studied of the company, with
the SWOT analysis, to appreciate better the Opportunities and Threats, taking into account the
environment of the company and the Fortitude and Weaknesses, referring to the internal situation of
Hiatus.
Then, we have done our proposal to improve, where we have mentioned the objectives and
strategies that we propose and the marketing actions (product, price, place and promotion) for these
objectives and strategies. Finally, these actions have been quantified on a budget and schedule of
activities. In addition, some guidelines to control and verify that the results obtained are the expected.
Product Description

Hiatus Furniture Shop is located at Sta. Ana , Pampanga is a

new, furniture retail store focusing on home furnishings and
décor. It manufactures basic, durable home and furnishing. It
will ensure that the customers will be attracted in their furniture
with the best quality products. We are encouraging our
customers to try a different kind of furniture that will help them
to be happy and comfortable, which is our furniture. In this time,
many people is finding a furniture that will suit in their house
even their house is small or big. Hiatus furniture manufactures
basic, durable home and furnish.

Our company will ensure that our customers will be attracted in our furniture with the best quality
product. The concept of the product itself is well explained as it aims to provide a unique and an eye
catching product that will appeal to the modern
generation. With the discovery of this products (Majestic
Sofa Bed and other furniture products), people might
show excitement and interest to the uniqueness of our
products. Those furniture will help them to sooths their
stress and anxiety.

Hiatus furniture shop helps to decorate home in very

attractive design and it helps to create pleasant with well
designed furniture that incorporates new technology with real people who will work happily. In home
decoration, Hiatus furniture shop will help you to spend a happy moment with your family members.

TARGET MARKET & CONSUMER PROFILE

The target market of Furniture Sofa bed 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.
 In our particular market, we also seek the buyer who appreciates two attributes: the quality of
furniture workmanship and the excellence of design, with an understanding of technology and
ergonomics built in. It is a thing that can be useful in an apartment house and a cottage. The folding bed
will certainly help you during the arrival of guests and relatives. Minimum size and ease of operation are
the main advantages of such furniture. It also provide a venue for sleeping so that a person may be able
to go recharge his or her biological batteries and come prepared for the tasks and responsibilities of the
day ahead.
Some of the main challenges and competition faced by furniture industry are: Gentler housing
market in many countries is reducing to invest in home industry. The furniture market people facing
tough competition from department stores, groceries and some clothing industries.
In conclusion, the target market of this are parents, family, a business who needs furniture, and a
person loves to furnish its home.

Marketing/ industry indicators

A SWOT analysis is a framework used in strategic planning and marketing. It provides with the prior
knowledge to create plans to improve business. SWOT is defined as an acronym for Strengths,
Weaknesses, Opportunities and Threats. It is a critical strategic planning tool used to isolate an issue,
conceptualize a workable solution, and then remove that issue as an ongoing concern. And by utilizing
this aspect, we will be able to develop our new plan and to be guide the firm to our intended outcomes,
which will attract customers and impact our profit and overall success

Building a successful furniture business demands more than just creating 1 furniture. Most buyers see
furniture as a long-term relationship, which means products need to be in front of the right people at the
right time and need to make a positive, lasting impression. That doesn’t happen by accident. A furniture
marketing strategy is the blueprint to make potential customers think of our brand when they’re ready to
make the commitment.

Our opponents are from a nearby town. On the other hand, our main competitors are furniture shops that
sell the same furniture that the customer wants or that also sell comfortable furniture. That’s why as a
preparation from them, we make our products look the best among all. Give our furniture the most
comfortable and rockstar treatment with a high-quality images that will inspire your visitors. Showcase
pieces, rooms, or decor themes. Make our website a place that customers come for ideas, even if they are
not (yet) looking to buy. And once we caught customer’s interest, we want to keep it. Making sure that
the website is easy for customers to navigate, whether they want to browse for design inspiration, admire
specific products, place an online order, or get directions to a local retail outlet.
MARKETING MIX

Product Hiatus offers furniture such as our proud majestic sofa bed. Hiatus will ensure that our
customers will be attracted to our furniture by providing the best quality products. The concept of the
product itself is well explained as it aims to provide a unique and eye-catching product that will appeal to
the modern generation. Our furniture will help our customers to be happy and comfortable, and it will
also help them soothe their stress and anxiety.

Price in the Hiatus are affordable. It only costs between 2,000 and 25,000. There will be a 10% discount
if you purchase directly from our shop. In terms of delivery, we offered COD (cash on delivery) as well
as free delivery to our customers. This will influence our customers' perceptions of our products because
they will believe or trust that our products are affordable, and they will be attracted to our discount. Our
prices change depending on the increase in the price of materials, but we will not increase the price too
much so as not to surprise the customers.

Place HIATUS Furniture Shop is located at Sta. Ana , Pampanga . This is the best place in establishing
our shop , since there is many people around this place and there is many businesses finding a furniture
here. We’re sure that this place will suit the nature of our business since nowadays many people are
finding the best quality of furniture that will fit on their houses.

Promotion Our shop will increase customer awareness with multiple internet-base methods. The
products can be reviewed in our official pages in any social media platforms and own website. By this
social media platform ,our company can save money in advertising and promoting our product through
television and radio. This promotional tools will help us through the informative websites and social
media platforms about our business nature and products.

ACTION PLAN

Product One product strategy is to provide the best quality products that customers will surely
appreciate. As previously stated, this includes providing a unique and eye-catching product, as well as
using good quality materials, and it can also relieve stress and anxiety. It will not use low-quality
materials and will always scan the products after they are made in order to maintain the high quality of
the products. This is the shop's and the owner's responsibility. The secondary product strategy entails
keeping the shop open to customers, being active on official pages on any social media platform, and
providing products or furniture that customers use and validate. The shop will continue to ensure that it
has new display furniture on a regular basis, and the people responsible for doing this are the furniture
designer and the lead carpenter.

Place Hiatus Furniture Shop is located in Sta. Ana,Pampanga. This location is ideal for opening a new
furniture retail store specializing in home furnishings and décor. It creates simple, long-lasting homes and
furnishings. Residential areas that want to maximize the purchasing power of their interior decorating
budget are among the company’s retail and service customers. It will ensure that customers are attracted
to their furniture by providing high-quality products. Business owners will make sure that the shop has a
relaxing and fresh feeling that is good for relieving customers’ stress.

Price Setting the prices of products is the most challenging part of any start up because it is very difficult
to achieve the MARR (minimum attractive rate of return) while also attracting the customers towards it.
Considering all restraints and aspects, we have priced our products in the similar ranges as of our
competitors except the compact furniture which include foldable desks, tables, chairs, and sofa. These
products are slightly expensive because they cost more to produce. The suggested retail price is range
from ₱500- ₱25,000,we believe that we have product quality and feature advantages, encouraging the use
of a price slightly exceeding swatch. This pricing strategy, coupled with our efficient production methods,
aids in achieving our relatively high market share for a new product entry.

PROMOTION The promotion strategies for Hiatus Furniture is to maintain a strong social media
presence to secure in all customers . Hiatus Furnitures is often the visual highlight in any given room in a
person’s home. That’s why it’s traditionally been so important for shoppers to head to a showroom to
pick out major pieces, so they can see them personally and visualize how they’ll fit into a room. Every
product you sell should have multiple high quality, professional photos showing the furniture from
different angles and ideally showing the piece in multiple different rooms. And to show a strong
preference to the customers, we ensure that our company is most likely to others and worth using to all
buyers and loyal customer.

MEASUREMENT AND MONITORING ACTIVITIES

Hiatus furniture shop has several measurement and monitoring activities to carry out. To maintain good
quality furniture, The Hiatus owner need to monitor the production process, So that the production of
furniture produced by the business has high quality. Hiatus owner will make ways to improve and
maintain the flow of the business. Hiatus shop will use Timescales – ensuring project or
orders( furniture ) are completed on time will make a survey, to find out what else the business can
improve for the betterment of the hiatus furniture shop.