n Company should obtain a greater market share in their respective industry.V. Assumptions The mail order industry will continue to grow for the next few years (after 1991), and will then approach the overall national growth rate. The readers of magazines such as “Country Living” and “Better Homes and Gardens” share similar buyer attributes/values to customers of Faith Mountain. Faith Mountain obtains financing from the Small Business Association. Postage and paper costs do not rise above expected rates.VI. Contingency PlanIf revenue from catalog sales, and the mail order industry in general, does not grow as estimated, Faith Mountain will evaluate its current product line and determine which products aren’t effective. If altering product lines is ineffective the Board of Directors may divert or reduce reliance on catalog sales. At this point Faith Mountain would emphasize increasing the number of retail stores. These stores would be located in strategic areas near market segments that exhibit attributes of the current Faith Mountain buyer. The catalog would still be issued, although production and distribution would be reduced. This would serve as a promotional tool to attract more customers to the retail stores. The assumption in this contingency plan is that people want to touch and feel the product themselves before making any purchasing decisions....
