Rug maker.com - Research Proposal Example

Rebranding is essential in improving the company’s sales and income. Ideally, the company should focus on attracting new customers while focusing on maintaining the existing customers. The Rug Company should focus on the following plan in order to create public awareness to its products and services while also improving its awareness to the interior design industry: The company should add value to its brand awareness plan by offering special packages and services to existing and potential customers.

In addition, the company should hold various events in its different cities of operations in order to create awareness to customers and its industry of operations. To develop a marketing strategy, the first requirement is for the company to affirm its current position by stating what it was offering to the clients according to their needs. In addition, the company should affirm where it wants to be and what it wants to be doing at a particular point in the future (Ashcroft 2010). Communication is an important aspect of the marketing strategy (Mullins and Walker 2013).

Although the conventional mix model of the 4Ps – product, price, place, and promotion (Kotler and Armstrong 2012) – are commonly used due to their familiarity, the company should adopt the 4Cs model with a focus on Customer, Cost, Convenience, Communication (Hughes and Fill 2008). The latter model focuses on direct communication with the customer as opposed to the 4Ps, which considers the product as the primary focus in marketing (Ashcroft 2002; Cheverton 2004). The company prides itself as a rug making company that focuses on delivering quality handmade products with the finest raw materials (Sharp C.

and Sharp S. n.d.). In this case, the target clients are people who value the quality of handmade material and appreciate the worth of hand-woven rugs. The company should profile its clients