Business Level Strategies of Ashley Furniture

Introduction of Ashley Furniture

Ashley Furniture market sectors, Inc. , founded by Carlyle Weinberger in Chicago in 1945 in the same way a sales operation, is a furniture creation and distributing company, which headquartered in Arcadia, Wisconsin. Now the father and kid team Ron and Todd Wanek own the business.

Like a great many other furniture companies, Ashley Furniture Industries sells its products, such as home furnishing, accessories through two main distributions: is independent channels; another is more than 400 Ashley Furniture Homestore retail furniture stores. All the stores are either owned or operated by the business or qualified to other businessmen in THE UNITED STATES countries, such as USA, Canada, Mexico, Central America and Japan.

The mission to become the BEST Furniture Company displays its proud history and shows the desire about future. And with over 60 years of innovation, creation and experience in the furniture industry, the business already became the first choice on the market which targets the grade of its furniture products. At present, the business has manufacture crops across the United States and Pacific Rim Countries, mainly in China.

Business Level Strategies of Ashley Furniture

One model can be used to give a full explanation of what goes on in the real world at the level of the Strategic Business Device and it can help identify those strategies that can be utilized to prevent the failure of business. The successful strategies can be illustrated as subsequent levels: Low price/ low added value, Low price, Crossbreed, differentiation without price high grade and Centered differentiation.

  • Low price/ low added value: providing cheap than it could be found somewhere else.
  • Low price: predicated on a high volume with low margin product to bring cost command as its competitive benefit.
  • Hybrid: Remain competitive on price and seek to keep the margin by controlling the expense of products.
  • Differentiation without price superior: Competition is principally on perceived benefits however, not on price.
  • Focused differentiation: Using unique qualities without substitution to get top quality.

The Strategic Business Device chose because of this research is the living room section of Ashley Furniture. Regarding from what one of the Ashley Furniture Sectors sales professionals called Al Lopriore said, the business enterprise model of Ashley Furniture differs from other challengers, by creating for over 65 years, the key business model of Ashley Furniture is the business design, build and deliver its own furniture, and the business is in charge of all aspects to make certain the good quality.

From the web site of Ashley Furniture Establishments, it can be seen from the homepage that the four cornerstones of its business models are quality, style, selection, service. They are all the foundations for Ashley Furniture making every decision and the rules and rules to help the company achieve the objective statement to be the best furniture company.

Therefore, the main business design of Ashley living room furniture used to get competitive benefit is using Cross types, which means by the techniques such as outsourcing a series of its products from Pacific Rim countries to cut the price of furniture and adding value to the products by quality, style, selection and service.

Strengths and Weaknesses of Business Strategies

The main strategy of Ashley living room furniture is Cross, meaning the division wants to contend other opponents on price and the to control the price of furniture to maintain the gross margin of the business. There are always a series of advantages and strengths as follows


Good price to draw in customers: After the recession of market problems in 2008, the price tag on goods, especially furniture, become the key competitive benefit to attract customers to take products on company. As the main reason that led to the economy turmoil is the subprime financing which is related to the housing marketplace; and makes a drop in the sales of houses in North America, mainly in US. But the recession had a poor effect on Ashley living room furniture, good price of its products continues attracting the clients to buy Ashley living room furniture.

Variety of products: which means that predicated on variety of products, Ashley living room furniture can survive through the turmoil. Even one product fails in the market, you may still find other products succeed in the market to make up losing that cost by the failure of this product. Besides, different types of products make those brand loyalty customers to purchase more and also boost the image of the brand. This helps the business achieve the objective of becoming the best furniture company in THE UNITED STATES and even all around the globe.

Maintain the gross margin: Definitely, this technique assist the business to maintain the gross margin by controlling the price of furniture. Through the use of Hybrid strategy, the department still possesses the capability to control the expense of products. Alternatively, by adding more value through design, build and deliver the furniture to the clients, the products of Ashley living room furniture are still attractive.


Inevitably, there are a few negative impacts employing this kind of business level of strategy, which is often identified as weaknesses. As well as the weaknesses of using Cross strategy are offered as follows

More funds allocated to implementing the strategy: In order to supply and provide more furniture products to the clients, more cash will be spent on Research and Development, Design to find more solutions offered to the clients. Besides, the section possesses its stores which cost a lot of its capital on buying purchasing fixed belongings, which may become a potential problem to the cash flow of the company.

Competition of the similar products in the business: It can be seen from its website that the division provides more than 100 furniture products to customers to discover the most suitable furniture for their living spaces. Therefore, this results in the competition among the merchandise within the same category. Although from some perspective, this draws in customers to buy in Ashley living room furniture, it increases the competition in the merchandise of the business, which can't be ignored.

Lack of quality: It could be known that the merchandise of Ashley living room furniture rely on quality and the mission to become the best furniture company in THE UNITED STATES and even across the world rely on quality; in the meantime, the business model of Ashley living room furniture depends on the grade of products. If the business concentrates on controlling the cost, like the outsourcing price offered to those developing companies in Pacific Rim countries, which might affect the quality of products of Ashley living room furniture. Then it'll have an effect on the paradigm of the section on the market and then reduce customer brand loyalty.

Report to the Table of Directors

Dear Panel of Directors

This survey is a summary of the results of the current research on the business level strategies predicated on the living room department of your organization. And it'll highlight the main element information and conclusions; by the end, several tips will be provided to help the section enhance the talents and polish up the weaknesses.

After examining the strategies used by your company, it could be viewed as Cross types strategy. It do bring strengths to the section such as offering good price to the customers which helped the division survive through the recession of market tough economy in 2008, offering different kinds of products which enhances the choice of customers, and the methods of managing on the cost of furniture raise the competitiveness of the section. However, it brings a few negative effects to the Ashley living room furniture. For example, it disperses the money of the business to numerous different products; it also increases the competition on the list of furniture of the company, which is usually ignored by many companies. The high intensity of cost control may affect the quality of products that will lead to a significant impact to the division.

Therefore, Ashley living room furniture should pay more focus on this kind of issue and as well to enhance the talents and polish up the weaknesses. The next will give several recommendations.

Enhance the strengths:

Corporate with those vegetation in Pacific Rim countries. This implies the Ashley living room furniture department collaborates with those crops in Pacific Rim countries. By using this technique, it is helpful for the section to control the grade of furniture. Besides, through collaborating with these plant life, the section can share the information, knowledge and resources to attain more competitive edge to remain competitive other rivals and make the quest of the business become a reality.

Pay focus on the transport cost. This is a significant part of the price of the furniture, by freelancing some products and make at another side of Pacific Sea, the department was charged a huge amount of capital on delivery cost. So that it is necessary to make use of the strategy like preparing in South-east Asia, and assembling in US to decrease the shipment cost and then make the Ashley living room furniture more competitive.

Polish the weaknesses:

Further design the products to differentiate them. The furniture needs to be design further and add more value functions to make it more attractive and valuable. By doing this, furniture can be categorized to match different size of living rooms, different types of decor styles.

Add TQM in Asia crops. Total Quality Management helps Ashley living room furniture to regulate the furniture quality and predicated on this, the section can have a vision of how the shipping furniture appears like; and predicated on this, the department can come with an insight of the furniture quality to meet up with the customers requirements.

Funds allocated to those more value-added actions. Dont spend the amount of money and capital on those non-value added functions, even those it is important to the division. In cases like this, it is best to outsource these procedures somewhat than make it by the department itself.

It is vital that the department focus on polish up the situation and make the merchandise of the section more competitive and attractive. It really is predictable that by boosting the talents and polishing up the weaknesses, it'll accelerate the process of becoming the best furniture company in THE UNITED STATES and even all over the world.

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