Carrington Furniture
Situation Analysis
Carrington Furniture is a manufacturer of medium- to high priced wood bedroom, living room, and dining room furniture. Carrington sells its furniture through 1,000 high-quality department stores and independent furniture stores nationwide. The company is very selective in choosing retail outlets. The company is known for their quality and knowledgeable sales team. Currently, Carrington employs 10 full time salespeople and two regional sales managers, which are paid in a base salary, and a small commission based on sales. In 2002, Carrington had $75 million in sales, and the company spent $3.675 million in advertising, or 5% of 2002 sales. On average, furniture companies spend 3.5% of their sales in advertising.
The household furniture industry is divided into three categories: wood, upholstered, and other (ready-to-assemble furniture). In 2002, the sales in the furniture industry were estimated to be $23.9 billion at manufacturer¡¦s prices, where......
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Approximate Pages: 10 (250 words per double-spaced page)
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