Universal Carpets

3884 words 16 pages
MKTG251-14B - Marketing Strategy
Group Case Analysis Report - Universal Carpets

Ngahuia Britton­Bruce
Anita Burton
Martin Law
Nicola Vincent

Word count:


Executive Summary The contents of this report include four fully descriptive profiles of the potential candidate market segments in the New Zealand carpet market. Each has been researched and assessed to determine the relative attractiveness to Universal Carpets New Zealand Ltd
(UCNZ). Recommendations are included to advise UCNZ of the most appropriate segment to target, and a strategy statement and plan has been developed detailing how best to proceed.
These recommendations include targeting the general domestic market,
…show more content…
Other competitors such as Cavalier Corporation also operate in this market, who provide high­end wool carpets and synthetic carpets for both residential and commercial properties. Within this exclusive market of high­end felted and broadloom wool carpets, there is further growth to be expected from the currently small base (McKenzie,
2014). There is no suggestion that there is a specific demographic or location for those who would be in this market as it includes a vast variety of customers. Carpet replacement is not likely to be required for a long time and customers will be loyal due to the relationships formed. Segment 4: The General Domestic Market
A survey of the new home buying market suggests this segment consists mainly of people older than the average New Zealand adult, who are either married or living with a partner but

no children, due to their age (Magill, Jones, & Kalafatelis, 2013). They are likely to be building a new house or holiday home, earn more than the average income, and be of New Zealand
European descent (Magill, Jones, & Kalafatelis, 2013). These people are cost­conscious and require a wide range of product choice options. They will require cheap and effective installation options, requesting a package deal to have the carpet laying included.
The main


  • Comm 393 Case Briefs
    12777 words | 52 pages
  • Social Injustice's of Women in India
    2554 words | 11 pages
  • Cookridge Carpets- Aat Internal Control Accounting System
    4111 words | 17 pages
  • Analysis of "Democracy as a Universal Value" by Amartya Sen
    1496 words | 6 pages
  • Crafton Industry
    1516 words | 7 pages
  • Do You Think That the Right to Life Entails a Right to Die Under Certain Circumstances? Should the Law Be Changed to Grant a Universal Right to Voluntary Euthanasia?
    1015 words | 5 pages
  • Bleach and Child
    10813 words | 44 pages
  • Are human rights innate and universal?
    1681 words | 7 pages
  • Aat Project Based on the Internal Control of Cookridge Carpets Ltd
    5897 words | 24 pages
  • Universal Circuits' Case Assignment
    1785 words | 8 pages