In recent years advancements in technology have revolutionized a number of industries, even those that have been widely established for a number decades. Interface, Inc. has been no exception to this reality. The largest soft floor covering manufacturer and marketer for more than 30 years, Interface has rapidly evolved its business in recent years to keep pace with competition, demand and substantial changes in technology. Although Interface has faced a number of formidable challenges in its evolution and development at the present time the organization continues to remain a leader in its field. In an effort to better understand Interface, Inc. this investigation considers a broad review of the organization, its micro-and macro-environment, issues for development and potential mechanisms for improving outcomes. Through a careful consideration of this organization it will be possible to provide more integral understanding of both interface and the larger floor covering industry.
History of the Organization
In order to begin this investigation, in his first helpful to consider some general background on the Interface organization. A review of the company's web site demonstrates that Interface, was founded in 1973 by Ray Anderson who is currently the chairman of the Interface board. Anderson initially began Interface as a joint venture with Carpets International PLC.
[...] If the Interface is to remain a leader in its industry it must set a precedent for improving the sales and marketing aspect of poor coverings. Given that the organization has taken a strong stand toward innovation in all other aspects of its development, innovation with respect to sales and marketing could bolster revenues for the organization at a time when revenues for other competitors in the industry are lagging. Finally, Interface may want to consider the overall refinement of its supply chain. [...]
[...] Implementation Plans While the strategic issues identified above each have substantial ramifications for the development of the organization, it seems feasible to argue that improving the marketing and sales dimension of the organization is the most pertinent issue for organizational success. Utilizing this as a basis for further investigation, the following action recommendations are presented for improving sales and marketing of the organization: 1. Identify and define consumer preferences for purchasing floor coverings Utilize consumer data to develop a comprehensive sales and marketing plan that will enable the organization to reduce costs and create efficiency Consolidate sales and marketing operations into one department such that more cooperation and stability is fostered through this process. [...]
[...] Despite the fact that Interface has had considerable success with its manufacturing processes and its ability to create new and innovative products for customers, assessment of the flooring industry indicates that when it comes to marketing and selling Interface, as well as other floor covering manufacturers face considerable obstacles. As reported by one author, industry is highly concentrated at the manufacturing end, where the four largest companies hold close to 75 percent of the market, and highly fragmented at the retail end, where the top 50 companies hold just 10 percent” (Floor coverings , 2006). [...]
[...] The statement goes on to note that it strives to achieve respect in all of its corporate relationships including those with customers, suppliers and employees. And addition, the company makes a firm pledge to ensure that its products have no ill effect on the environment. Finally, Interface seeks to ensure that it validates its results including the profits that it garners direct operations (Mission , 2006). Key Players of the Company In order to make the mission statement of the organization a clear reality, a well-developed management team has been put in place to achieve this goal. [...]
[...] Macroenvironmental Analysis—Opportunities and Threats Macroenvironmental analysis for this industry needs to include: a review of economic, technological, social, demographic and global issues that may impact the industry. At the present time, research on the floor covering industry suggests that demand for products from manufacturers in this industry is considerably high. Although researchers note that it prevented technology have enabled or covering manufacturers to expand their product lines in recent years demand for product is largely influenced by consumer desire for specific materials, colors and patterns. [...]
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