Harvard Case - Battlefield Furniture Group, Inc.
"Battlefield Furniture Group, Inc." Harvard business case study is written by Derek A. Newton, Alexandra Ranson. It deals with the challenges in the field of Marketing. The case study is 9 page(s) long and it was first published on : Nov 2, 1993
At Fern Fort University, we recommend that Battlefield Furniture Group, Inc. (BFG) adopt a multi-pronged strategy focused on digital marketing, brand expansion, and product innovation to achieve sustainable growth and solidify its position as a leading furniture retailer. This strategy involves leveraging the power of digital marketing channels, expanding into new product categories and markets, and developing a strong brand identity that resonates with its target audience.
2. Background
Battlefield Furniture Group, Inc. (BFG) is a family-owned furniture retailer with a strong presence in the southeastern United States. The company has a long history of success, but faces increasing competition from national chains and online retailers. BFG's current marketing efforts are primarily focused on traditional channels, such as print advertising and local events. However, the company recognizes the need to adapt to the changing consumer landscape and explore new avenues for growth.
The case study focuses on BFG's decision to launch a new website and expand its online presence. The company's leadership is grappling with the challenges of attracting new customers, building brand awareness, and competing effectively in the digital marketplace.
3. Analysis of the Case Study
This case study can be analyzed through the lens of various frameworks, including:
1. SWOT Analysis:
- Strengths: Strong brand recognition in the Southeast, loyal customer base, experienced management team, commitment to quality furniture.
- Weaknesses: Limited online presence, reliance on traditional marketing, lack of a robust customer relationship management system, potential for supply chain disruptions.
- Opportunities: Expanding into new markets, leveraging digital marketing channels, developing a stronger brand identity, offering a wider range of products and services.
- Threats: Increasing competition from national chains and online retailers, economic downturn, changing consumer preferences, rising costs of materials and labor.
2. Porter's Five Forces:
- Threat of New Entrants: High, due to the ease of entry into the online furniture market.
- Bargaining Power of Buyers: Moderate, as consumers have access to a wide range of options and can easily compare prices.
- Bargaining Power of Suppliers: Moderate, as BFG relies on a network of suppliers for materials and manufacturing.
- Threat of Substitute Products: High, as consumers can choose from a variety of furniture alternatives, such as used furniture, DIY projects, or renting furniture.
- Rivalry Among Existing Competitors: High, due to the presence of established national chains and online retailers.
3. Consumer Behavior Analysis:
- Target Market: BFG's target market consists of middle-income families and individuals seeking quality furniture at competitive prices.
- Consumer Preferences: Consumers are increasingly shopping online for furniture, seeking convenience, a wider selection, and competitive pricing.
- Buying Behavior: Consumers research products online before making a purchase, compare prices and reviews, and are influenced by online advertising and social media.
4. Competitive Analysis:
- Direct Competitors: National chains like Ashley Furniture, Rooms To Go, and online retailers like Wayfair and Amazon.
- Competitive Advantages: BFG's strengths lie in its local brand recognition, commitment to quality, and personalized customer service.
- Competitive Disadvantages: BFG faces challenges in terms of online presence, marketing reach, and product variety compared to its larger competitors.
4. Recommendations
1. Digital Marketing Strategy:
- Website Optimization: Develop a user-friendly website that showcases BFG's product offerings, provides detailed product information, and offers a seamless online shopping experience.
- Search Engine Optimization (SEO): Implement SEO strategies to improve BFG's website ranking in search engine results pages (SERPs) for relevant keywords.
- Paid Advertising: Utilize paid advertising platforms like Google Ads and social media advertising to reach target audiences and drive traffic to the website.
- Content Marketing: Create valuable content, such as blog posts, articles, and videos, to educate and engage potential customers, build brand awareness, and establish BFG as a thought leader in the furniture industry.
- Social Media Marketing: Establish a strong presence on social media platforms like Facebook, Instagram, and Pinterest to connect with customers, share product updates, run promotions, and build a community around the brand.
- Email Marketing: Develop an email marketing strategy to nurture leads, promote sales, and build customer loyalty.
2. Brand Expansion:
- Product Diversification: Expand BFG's product offerings to include a wider range of furniture styles, materials, and price points.
- New Market Entry: Explore opportunities to expand into new geographic markets, both within the Southeast and beyond.
- Brand Positioning: Develop a clear and consistent brand identity that differentiates BFG from its competitors and resonates with its target audience.
- Brand Storytelling: Craft compelling brand narratives that highlight BFG's history, values, and commitment to customer satisfaction.
3. Product Innovation:
- Product Development: Invest in research and development to create innovative and unique furniture designs that meet evolving consumer needs.
- Customization Options: Offer customization options to allow customers to personalize their furniture purchases.
- Sustainable Practices: Implement sustainable practices in BFG's manufacturing processes to appeal to environmentally conscious consumers.
4. Customer Relationship Management (CRM):
- Data-Driven Marketing: Leverage data analytics to understand customer preferences, purchase behavior, and marketing effectiveness.
- Personalized Experiences: Provide personalized recommendations and offers based on customer data and preferences.
- Customer Loyalty Programs: Implement loyalty programs to reward repeat customers and encourage repeat purchases.
5. Strategic Partnerships:
- Collaborations: Explore partnerships with complementary businesses, such as home d'cor retailers, interior designers, or online marketplaces.
- Co-Branding: Consider co-branding opportunities to leverage the strengths of other brands and reach new audiences.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: BFG's core competencies include its strong brand recognition, commitment to quality, and experienced management team. These recommendations align with these strengths and leverage them to achieve sustainable growth.
- External Customers: The recommendations address the evolving needs and preferences of BFG's target market, particularly the growing demand for online shopping and personalized experiences.
- Internal Clients: The recommendations empower BFG's employees by providing them with the tools and resources to deliver exceptional customer service and drive sales.
- Competitors: The recommendations address the competitive landscape by focusing on digital marketing, brand differentiation, and product innovation, enabling BFG to compete effectively against larger national chains and online retailers.
- Attractiveness: The recommendations are expected to drive increased revenue, market share, and profitability for BFG. The return on investment (ROI) of these initiatives can be measured through key performance indicators (KPIs) such as website traffic, conversion rates, customer acquisition cost, and customer lifetime value.
6. Conclusion
By implementing these recommendations, BFG can successfully navigate the evolving furniture retail landscape, achieve sustainable growth, and solidify its position as a leading furniture retailer. The company's focus on digital marketing, brand expansion, and product innovation will enable it to attract new customers, build brand awareness, and compete effectively in the digital marketplace.
7. Discussion
Other alternatives not selected include:
- Acquiring a competitor: This option could provide immediate market share gains, but carries significant financial and operational risks.
- Focusing solely on traditional marketing channels: This approach would be less effective in reaching the target audience and would likely result in declining sales.
- Ignoring the online market: This would be a strategic misstep, as the online furniture market is growing rapidly.
Key risks and assumptions associated with these recommendations include:
- Competition: The furniture market is highly competitive, and BFG's competitors may respond to its initiatives with their own strategies.
- Technology: The digital landscape is constantly evolving, and BFG must adapt its marketing strategies to stay ahead of the curve.
- Consumer Preferences: Consumer preferences are dynamic, and BFG must monitor these changes to ensure its products and services remain relevant.
8. Next Steps
- Develop a detailed digital marketing plan: This plan should outline specific goals, strategies, tactics, and metrics for success.
- Invest in website development and optimization: Hire a web design agency or in-house team to create a user-friendly website that meets BFG's needs.
- Implement SEO and paid advertising campaigns: Engage with SEO and paid advertising specialists to drive traffic to the website.
- Develop a content marketing strategy: Create a content calendar and assign resources to produce valuable content for BFG's target audience.
- Expand product offerings and explore new markets: Conduct market research to identify new product categories and geographic markets for expansion.
- Develop a brand identity and storytelling strategy: Work with a branding agency or in-house team to create a strong and consistent brand identity.
By taking these steps, BFG can successfully implement its growth strategy and achieve its business objectives.
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Case Description
This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Students should recognize the nature of the "man-in-the-middle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom.
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