Developing a Marketing Strategy: Herman Miller

1 Developing a Marketing Strategy: Herman Miller Herman Miller is the chosen organization. The globally recognized furniture design company produces and distributes high-quality office and residential furniture, textiles, and related services. It is preferable for this project due to its long-standing reputation for innovative design, sustainability, and customer-centric solutions (Goldberg, 2021). The key customers are commercial and residential clients. The most notable segments would include architects, designers, and facilities managers. The brand and its products are famous for creativity, too, with work-from-home setups. These customers want high-quality, innovative, and sustainable design solutions for their spaces. The product or services include office and residential furniture, textiles, consultation, and fitment. The product portfolio will cover seating, desks, storage, lighting, and workspace management solutions. The company is most active in the commercial and residential sectors, and it has an online and physical store presence in North America, Europe, and Asia.

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Developing a Marketing Strategy: Herman Miller

Published on Apr 30, 2024

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• Summarize key details about your organization. What does it do? Who are its customers, clients, prospects, or constituents? For convenience in this class, we will call them customers. • Perform a SWOTT analysis, placing particular emphasis on long-term trends affecting your organization and what your competitors are doing. • Analyze the organization’s mission statement. Does it address the following core components? o Customers—who do we serve? o Product/service—what do we provide? o Market—who/where are our customers? o Core competencies—how do we provide or deliver our product/service? What gives us a competitive advantage? o Measurability—how do we know when we are successful? • Defend a new/revised mission statement. It should be a succinct statement of what the organization is, what it does, and who its customers are. Be sure to support why your revisions are an improvement to the current mission statement.