Wood King Furniture: 7Ps Marketing Mix and Japan Market Entry Strategy

This report examines the marketing strategies of Wood King Furniture, a Singapore-based company specializing in eco-friendly and minimalist furniture. The report begins with an introduction to the company, its mission, and its cost leadership strategy. A detailed 7Ps marketing mix analysis is then conducted, evaluating the product range, pricing, distribution, promotion, packaging, people, and processes. The report further explores Wood King Furniture's potential expansion into the Japanese market, considering the competitive landscape and consumer preferences. Finally, it recommends strategies for market entry, including direct exporting and joint ventures, concluding that a joint venture is a viable strategy to enter the Japanese market. The analysis highlights the company's ethical and sustainable practices and emphasizes the importance of customer service and efficient marketing tactics.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Introduction
The Wood King Furniture Company is popular furniture manufacturing as well as selling
organization located in Singapore. The organization was developed by Mr. John Murray in the
year 2000 and currently possesses more than 12 stores in Singapore. The organization offers the
consumers with eco friendly, simple yet minimalist type of furniture that caters mall homes with
limited space. The mission of Wood King Furniture is to provide the consumers with high
quality furniture within a reasonable price range. The tagline of the organization is ‘make every
day comfortable”. The organization is following cost leadership strategy in order to enhance its
brand equity. Considering the fact that the furniture industry of Singapore is highly saturated, the
organization is planning to establish its business in Japan. The chief reason behind targeting
Japan is the demand of accomodable furniture in the nation. In this report, analysis of the
decision made by the organization has been evaluated with the help of 7Ps of marketing. Along
with this, an appropriate strategy for entering the market of Japan has been evaluated.
Discussion
In order to evaluate the tactics used by the Wood king furniture to promote its business in the
market, in the following paragraph a 7P marketing Mix has been conducted.
 Product: The product offered by the Wood king furniture covers a wide range. The
consumers of the nation focus more on comfort rather than style. The organization is
planning to provide the consumers with outdoor furniture, baby and children’s products,
eating, bathroom stage, desks, mirrors, beds and mattresses, chairs, cooking, clothes
storage, decoration, leisure and safety products. Apart from this the organization also
offers the consumers with kitchen cabinets and appliances, lightning, small storage, sofas

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and armchairs, storage furniture, Swedish food, tables, textiles and rugs, tools and
hardware, TV and media furniture and wireless charging.
 Price: Considering the fact that the furniture market of Singapore is highly competitive,
being a new organization Wood King is following the cost leadership style. For grabbing
the attention of the consumers and enhancing consumer base, the organization has kept its
price comparatively low compared to its already existing consumers in the market.
 Place: The organization has obtained an eminent place as well as distribution strategy.
Amongst the 12 stores, 8 stores of the mentioned organization are located in urban areas
where the demand for furniture as well as the frequency of consumers is high. The
remaining 4 stores are located at suburb areas. When it comes to distribution network, the
flat packages and manufacturing sides of the organization is significant. In order to
reduce service costs the organization procures materials in proximity with the supply
chain.
 Promotion: in order to promote its products, the organization chiefly focuses on offline
promotional technique. Wood King has already opted for sponsoring fashion events in
order to attract consumers from the upper middle class and elite class of the society. In
order to attract middle class consumers the promotional techniques used includes
campaigns.
 Packaging: Wood King focuses on the sturdiness of their packaging. The company
invests a good amount of its total investment cost on packaging of the product. According
to researchers, packaging of a product is a major factor on which the satisfaction of the
consumers depends (Astuti, Silalahi & Wijaya, 2015). Flimsy and tear able packaging
create an impression of lack of sophistication and quality.

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 People: The management of Wood King provides utmost importance to its consumers as
well as its employees. Employees of the organization are highly engaged to the work. The
chief reason being justified leaves and flexible shift timing provided by the management.
The employee culture is based on concept of togetherness, enthusiasm as well as fun.
Customer satisfaction can be considered to be the core of the values. In order to ensure
consumer satisfaction, the organization chiefly focuses on the consumer service.
According to researchers, consumer service is a highly crucial aspect of consumer
satisfaction since it defines whether the organization wants to retain its consumer base or
not (Kushwaha & Agrawal, 2015).
 Process: being a eco-friendly organization, the process followed by the organization
during manufacturing the product is highly ethical. According to researchers, for
furniture, the approach towards sustainability initiates in the design stage (Pogorelova et
al., 2016). Products that designed for using fewer materials as well as consume less
energy in the process that can be easily re-used or recycled, are inherently
more sustainable than others.
Entering Japan as a foreign market
The furniture market of Japan can be considered as one of the strongest industry of the nation.
Japan possesses globally popular organizations like Ikea. The consumers of Japan possess a good
number of options when it comes to furniture products. Thus since the organization is planning
to enter the furniture industry of Japan, effective market entry strategy needs to be developed.

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Direct exporting: The first strategy taken by the organization includes direct exporting. It refers
to the process of selling into the market he organization have selected. In this process, the
organization has to work closely with the distributers and agents (Yu et al., 2017).
Joint ventures: the organization can also opt to merge with one of the popular organizations in
Japan and gain brand equity in the foreign land. Joint ventures are a particular form of
partnership that involves the creation of a third independently managed company. It involves two
organizations agreeing to work together in a particular market, either geographic and product and
thus create a third organization for undertaking this. In such cases, Wood King will have equal
share in profit as well as risk. Considering the fact that the organization has decide to enter a
strong market and have to deal with a good number of popular competitors, Joint venture can be
considered as an effective strategy to enter Japan.
Conclusion
From the above discussion, it can be clearly understood that the organization is highly
ethical and sustainable which will be highly beneficial for Wood King in the long run. The
marketing strategies of the organization are highly efficient. By following the strategy of Joint
venture is expected that the organization will be able to get established in Japan in near future.

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Pogorelova, E., Yakhneeva, I., Agafonova, A., & Prokubovskaya, A. (2016). Marketing Mix for
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Yu, Y., Wang, X., Zhong, R. Y., & Huang, G. Q. (2017). E-commerce logistics in supply chain
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