London Church Furniture is a small, privately owned company that specializes in the production of church furnishings. It has been in business for fifty eight years and employs an average of thirty employees.
Product
The company’s product strategy is based on three major qualities: service, installation and quality. The company prides itself in using the finest quality of materials. Its furniture is made of genuine oak, which is renowned for its strength and attractiveness. The company also gives a warranty of 25 years when a client purchases a product from them.
Most of the furnishings are made by hand in order to ascertain that adequate quality control is maintained in most of its products. The firm employs proven manufacturing methods for some automated processes such as staining, finishing and upholstering. Customers can also benefit from a wide selection of colors and patterns.
Furthermore, it uses only the highest standards to make its foam fabrics flame resistant. Lastly, and most importantly, the organization specializes in church furniture. This means that it has mastered its craft. Dwelling on one line of furnishings has made the organization highly proficient in this sector. Examples of these products include frontal screens, pulpits, stackable chairs, communion rails and church pews (London Church Furniture par 5).
Price structure
The company’s furniture is competitively priced. Since the organization sells most of its products locally and lacks retail stores, then it does not need to include retail and distribution mark ups. Furthermore, the organization works with clients in order to meet their budgetary needs.
However, most of its products have standard rates depending on the unit length. For instance, upholstered seats go for $60 per lineal foot while benches cost $33 per lineal foot. A customer will pay for what he or she needs. Prices are adjusted to suit the church’s available space and number of units required.
Distribution
This organization only has one retail centre. Customers who need to see the products physically have to visit the company’s showroom at Kentucky. Alternatively, they may use the company website. If one needs to make an order, one may get the company’s catalogues via email after submitting one’s details online.
One may also get this information personally from the company showroom. The company distributes its products to different churches in Eastern US. It offers shipping services that depend on the client’s location and mileage needs. The company’s strategy is to leverage on the internet, rather than traditional retail stores, to make the goods easily available to buyers.
Promotional strategy
The company does not employ aggressive promotional campaigns because it believes in establishing relationships with its clientele. However, it has used print media such as newspapers in order to let consumers know about its offerings. Furthermore, the organization uses the internet to promote its products.
One can find its product offerings on websites like adpost.com and websitelooker.com. It also employs social networking websites such as facebook and iLike. These unconventional methods allow satisfied customers to tell other people about the products at London Church Furniture thus creating momentum for them.
Conclusion
This organization’s marketing strategy is based on its specificity and quality. The company’s small size allows it to provide that personal touch to clients, and this is its value proposition.
Works Cited
London Church Furniture. Home page. LTC. Kentucky. 2011. Web.