Ashley Home Furnishing Ltd - Business Model

Element
Competitors

Analysis
Quality stores in London such as Harrods.
Small firms of craftsmen selling over the internet.
High quality specialist mail-order catalogues.
The John Lewis chain of stores - where these are present.
Other activities such as holidays, or alternative products such as cars and jewelry.

Evaluation
Similar quality products always seem to be cheaper in other stores.

The competitors' mail-order catalogues have a better quality look and feel.

Many of the competitors seem to have better access to finance than do Ashley's.

Strategy
To increase the perceived quality of the products and services.

Redesign the mail-order catalogue to bring it more in-line with Ashley's quality image.
To increase the differentiation of Ashley's products and services from those of competitors.
To be more aggressive in the marketplace.


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