HongYok Furniture is the name of furniture retailer that sell movable furniture. HongYok Furniture Focus on low price furniture and have a variety of goods. Customer can choose their style. And HongYok Furniture carefully select suitable furniture for people who love traditional style. The purpose of this independent study is to provide strategic planning to HonkYok Furniture. This strategic plan consists of the analysis of external macro environment, industry environment and competitions, in order to evaluate the opportunities and threats. Functional and financial analysis are included in internal environment analysis.
The purpose is to determine strengths and weaknesses for strategic planning. Moreover its have target consumer research and apartment owners deep interview. Research data shown customer behavior and motivations on the purchasing of furniture. Cost leadership strategy can be used as a marketing direction for HongYok Furniture, to achieve the company goals which include increasing of growth in sales, so HongYok furniture must have strategic plan to improve any weakness for make business competitive in long run.
