A case of PaperMarket


1 Advantages

PaperMarket is a scrapbooking and stationery way of life retail cycle in Singapore. Founded last season, it has established itself while the paper-crafting store that gives elegant solutions to scrapbooking needs, luxury letter head and other paper-craft ideas. Presently, it has three outlets operating island large with its range topping store located in Raffles City. PaperMarket is a limited-service merchant, and should provide buyers with ideas through its products and companies. For the artistic and creative populace, PaperMarket aims to be the key retailer of exclusive paper-crafting merchandise, letter head and innovative services. This aims to provide fresh motivation and help clients discover the fun of daily news crafting, and joy in hand-making exceptional and innovative gifts. Through this report, we all seek to give insight the factors that helped PaperMarket achieve their objectives, assess these factors and subsequently provide suggestions to improve their current placement and achieve greater success. 2 Environmental Analysis

2 . 1 Macro-Environmental Analysis1

2 . 2 Micro-Environmental Analysis

All of us used the Porter's a few Forces model to examine the micro-environment around PaperMarket. 3 Industry Segmentation and Customer Research

3. you Market Segmentation

3. a couple of Customer Analysis

To review the customers of PaperMarket, we have looked at the client behaviour and the customer romantic relationship with PaperMarket. 3. installment payments on your 1 Buyer Behaviour

PaperMarket's customers embark on variety-seeking buying behaviour, which can be characterized by low consumer participation but significant perceived manufacturer differences. PaperMarket's closest opponents are Made With Like and Maple Treehouse, because they offer similar products and services. However , PaperMarket continues to have definite company differences mainly because it offers much more than scrapbooking products and services – in addition, it offers other paper-crafting services such as residence décor and handicraft items. As such, it has a wider buyer base than its opponents and thus features significant brand differences using its competitors. Buyer involvement is actually low as the products will be relatively inexpensive and purchased frequently. 3. installment payments on your 2 Customer Relationship Research

Using the matrix, we have categorized the scrap booking enthusiasts since PaperMarket's The case Friends, for the reason that products and services suit their life-style choices. Occasional (such while birthdays and anniversaries) and seasonal (festivals) buyers and casual fine art hobbyists will be classified since Butterflies, since even though PaperMarket's products may well fit the requirements, they do not see the need to buy the company's items for any additional purposes. 5 Marketing Strategy

Through this section, we will tenderize the marketing plans that PaperMarket has followed to achieve its marketing aims. 4. 1 Targeting Approach: Niche and Individual Promoting

PaperMarket supplies the market with artistic alternatives, and that employs niche marketing, targeting the niche segment of paper-craft in the artsy arena. Having close partner ties with Laine's Papeterie, PaperMarket offers considerable knowledge of consumer requires in this specialized niche area of paper-crafting and caters to this group by offering specifically imported and designer paper-craft materials. In one facility designers are also present to give tips and execute lessons, supporting it to targetits solutions to these buyers it can provide best and most profitably. This really is affirmed inside the interview conducted. 4. two Differentiation Procedure

4. 2 . 1 Item Differentiation

PaperMarket offers a distinctive range of products which can be uncommon in retail organizations such as Art Friend or Popular. An illustration would include a wider number of premium quality published colour paper, flower decorations of all sizes and shapes found in PaperMarket. It also recieve more variety of goods than its upscale rivals, such as Maple Treehouse to make With Like, as it gives other goods such as residence décor supplies on top...