Providing Value and Overcoming Price Competition in the Office Furniture Industry

Assignment Instructions:

Type and answer each question posed at the end of the case.
In addition to your textbook, you must use at least one additional resource (for a total of two resources) to support your thoughts. Be sure to properly cite your references.
Chapter 7
Case
Office Furniture Company
Background
The Office Furniture Company specializes in providing customers with office furniture solutions that are customized and designed to address productivity and aesthetic needs. It sells office furniture from the leading manufacturers, but creates value by analyzing the specific needs of each customer and then developing a customized design to meet these needs. There are several competitors in the office furniture industry, but most of them focus on low prices. Customers usually pay more for an Office Furniture Company solution, but receive more value in terms of increased productivity and business effectiveness.
Current Situation
Naiser & Associates is a small, but growing, accounting firm. The company plans to add more office staff and to increase the number of its accountants. This planned growth means that the firm will have to find new office space, because it will have outgrown its current location. Because it plans continued growth in the future, it is looking for a new office that will accommodate current and future growth objectives. Naiser & Associates also wants to purchase new and better furniture for its new office.
You are a sales representative for the Office Furniture Company and have been meeting with partner, Frank Naiser, as well as accountants and staff at Naiser & Associates. Based on these meetings, you have identified the following office furniture needs:
Naiser & Associates has typically met with clients at their offices. It would like to have most client meetings in the future at its new office. This means they desire furniture for these meetings that facilitates these meetings and communicates a professional and customer-friendly image.
Their current office furniture did not provide much storage for accountants or staff. Thus, important documents were stored at the end of a long hallway. Employees wasted a lot of time trying to retrieve important documents. Thus, they desire furniture that provides more storage for each employee.
Technology is changing at a rapid pace, so furniture that can be easily adapted to new technologies is very important.
As Naiser & Associates continues to grow, it will probably have to reorganize itself and is likely to need to adapt the physical office to different organizational arrangements. Office furniture that is adaptable to different configurations is important.
You have created an office equipment design for Naiser & Associates that addresses each of the issues presented above and are preparing for a meeting with the partner, Frank Naiser, the office manager, and a representative for the firm’s accountants. You know that a competitor has already made a presentation to the same group and their offer will cost less than what you will be able to charge.
Questions
How will you try overcoming the lower price offer by a competitor?
What specific value can you offer Naiser & Associates?
How can you most effectively communicate the value of your proposed office equipment design?
What sales aids and proof providers could you use to make your presentation more engaging and effective?
Role Play
Situation: Read the Office Equipment Company case.
Characters: Frank Naiser, partner; Jennifer Hamman, office manager; Jessica Attaway, accountant representative
Scene:
Location—Current Naiser & Associates office.
Action—Role play this meeting. Be sure to address the specific needs identified earlier, to communicate effectively with each person in the meeting, and to incorporate sales aids appropriately.
After completing the role plays, address the following questions:
How would you evaluate the role play in terms of interesting, understandable, and engaging sales dialogue? What improvements would you recommend?
How well did you involve each person in the meeting? What improvements would you recommend?
Evaluate the effectiveness of each sales aid used? What improvements in the use of sales aids would you recommend?

How To Work On This Assignment(Example Draft/Essay)

The Office Furniture Company specializes in providing customized office furniture solutions that address productivity and aesthetic needs. Unlike most competitors in the industry that focus on low prices, the company creates value by analyzing the specific needs of each customer and developing a customized design to meet those needs. Naiser & Associates is a growing accounting firm that needs new office space and furniture for its expanding team. The company desires furniture that facilitates client meetings, provides more storage for each employee, is adaptable to new technologies, and can be easily reconfigured to different organizational arrangements.

As a sales representative for the Office Furniture Company, my goal is to provide Naiser & Associates with a comprehensive office furniture solution that meets all their needs and offers unique value. To overcome the competition’s lower price offer, I will emphasize the long-term cost-effectiveness of our solutions and the enhanced productivity and professional image that our solution will offer to Naiser & Associates.

Specific value that we can offer Naiser & Associates includes a customized solution that addresses their specific needs, a comprehensive office furniture solution that provides more storage, adaptable furniture that can accommodate new technologies, and flexible furniture that can be easily reconfigured as their organization grows.

To effectively communicate the value of our proposed office equipment design, we will focus on demonstrating the benefits that our solution offers, such as increased productivity, enhanced professional image, and long-term adaptability. We will use visual aids such as diagrams and photos to show how our solution addresses their specific needs. We will also provide testimonials and case studies from other satisfied customers to demonstrate the effectiveness of our solutions.

In the role play, I addressed the specific needs identified earlier and communicated effectively with each person in the meeting. However, to improve, I could have asked more questions to involve each person more in the conversation. I involved each person in the meeting, but I could have tailored the conversation to each person’s role and addressed their specific concerns.

In terms of sales aids, I used product samples and brochures effectively. To improve, I could have incorporated more interactive and engaging sales aids, such as videos and interactive demonstrations, to make the presentation more memorable.

In conclusion, providing unique value and emphasizing the long-term benefits of our solution will help overcome price competition in the office furniture industry. By addressing Naiser & Associates’ specific needs and using effective sales aids, we can effectively communicate the value of our proposed office equipment design and provide a comprehensive office furniture solution that enhances their productivity and professional image.

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