Place and Price analysis

OFFICE CHAIRS 2

Office Chairs

Devan Pouncy

Capella University

BUS-FP3030

Professor: Daniela Pavel

February 6, 2021

Office Chairs.

Office jobs have become more common as days go by. The general working population may experience health issues that are caused by an improper working environment in the office. These issues may be aching wrist from typing difficulties, a hurting back from poor chairs in the office, damaged eyes caused by staring at the monitors for an extended period, or stiff necks caused by straining too much to a low desk. Herman Miller offers some of the best office furniture and office chairs in particular around the world. The target market of Herman Miller is home office owners, small business managers, and extensive business purchase managers. Competition is healthy for a business to increase sales and acquire more customers by regularly adjusting to market needs and demands. Herman Miller is faced with competition from its rival companies such as Steelcase, Haworth, and Knoll Inc. Herman Miller has high-quality products that supply their products to both the local and online stores.

Herman Miller produces several types of office chairs according to the demand of the market. Its chairs are unique where they vary in size, shape, and design. The primary market, which is the large business offices, prefers comfortable chairs that are long-lasting. Herman Miller produces adjustable chairs where every member of the office can adjust the size according to one’s likeness. The target market also expects the chairs to have lumbar support, which helps in reducing the lower back pain that is a common issue with seats from other competitors. To enhance movement within small distances in an office, most business managers prefer seats with wheels on the bottom, which may or may not contribute significantly to comfort. Herman Miller chairs can provide the mobility factor in their products, which can be removed in case of any discomfort. For safety purposes, office chairs are preferred to provide the reclining ability. The recline feature is not only for comfort but also for support and stability.

The office chairs from Herman Miller have a unique branding where their armrests have their signature. This branding helps them to generate new customers since they are comfortable hence bringing a positive impression of the company. The company produces orthopedic chairs which are very useful mostly to the elderly generation. The Herman Miller chairs are commonly known for their ability to reduce chronic back, hip, and leg strain, which can be experienced by sits from their competitors when once sits for long periods. Another benefit of these chairs is that they reduce the neck problem risks with the help of excellent neck support.

Office chairs play a big role in the productivity of a company. Herman Miller office chairs took advantage of this fact and considered it in the production of the chairs. The effect of their chairs has been able to create a strong competitive advantage. The investment of a supportive environment which facilitates productivity can optimize workflow resulting in better profits. Due to referrals of the office chairs from one business place to another, Herman Miller has been able to influence society positively by offering quality products.

In choosing the right office chair, customers tend to select the right product from previous testimonies, affordable pricing, and good customer care. Since customers want to work with a company that can provide a variety of products to choose from, Herman Miller provides a wide range of products in terms of shape, color, and design compared to its competitors. Their pricing is fairly high, making it easily noticed in the marketing environment. Customers do not want to spend more than they have to, and generally, Herman Miller’s office chairs are expensive hence making it an enormous issue in the marketing environment. The company has invested in the customer service section where people who have questions before purchasing the products are well taken care of. Their website explains their products well, making it easy to contact them.

For the office chairs to achieve business success, Herman Miller created two marketing strategies which are a local marketing strategy and an online marketing strategy. In the local marketing strategy, the company will call on local businesses and educate them on the several products at the store. Yellow pages have also been listed in the local marketing strategy under office products and office furniture. Herman Miller has people on the ground who help in networking with local companies. The online strategy was also implemented by paying search engines to be included in the free search engines. The company also has a limited monthly budget for pay-per-click advertisements. These strategies will help in marketing hence yield more customers, which is the main aim of any business.

For Herman Miller to continue in its success path, it is recommended that the company focuses on the existing customers and suggesting new offers to them, encouraging them to purchase more products. The company should invest in learning more about the competitors and analyze new techniques to outdo them. Since the company has its brand already surfaced on several customers' mind, it is wise to develop and innovate more unique products.

References.

Emilien, G., Weitkunat, R., & Lüdicke, F. (2017). Consumer perception of product risks and benefits. Cham, Switzerland: Springer.

Blythe, J. (2009). Key concepts in marketing. Los Angeles, CA: SAGE.

Fleisher, (2007). Business & competitive analysis methods. Pearson.