re benefits substantially from the catalog, as the store’s sales revenue and traffic increases after the release of a new catalog.Because the Faith Mountain Company is relatively small, the Woodards were able to successfully supervise nearly all facets of both the retail division and the mail-order division without much difficulty. However, with the Woodards intending to open another retail store and increasing their customer bases with the mail order division, they may have to rely on middle management to overtake some of the duties that they had previously handled.4. Buyer AnalysisThe Faith Mountain Company had a specific target market in mind for its products. They targeted women between the ages of 30 and 50, who are homeowners and have family incomes of $40,000 - $50,000. These women have traditional family values and their time spent at home with their families dominated their nonworking hours. These values and demographics suggest a northeastern middle-class or midwestern geographic concentration. The average Faith Mountain Company order is $75, with the peak seasons being from September to late December, especially the Christmas season, and January to February. Possibly because of their current success, there has been little effort by The Faith Mountain Company to explore other markets or reposition its current target market. However, if Faith Mountain hopes to achieve its sales target for 1995, they may consider changing or broadening their target market. 5. Competitor AnalysisIn 1991, the Woodards estimated approximately 50 catalog companies sold gifts, apparel, or home accessories. However, the Woodards had targeted four significant competitors who shared the same basic niche as The Faith Mountain Company. In 1991, Potpourri controlled the highest market share in the industry with annual sales in the $50 million range, and an average order size of $60. The Woodards believe that Potpourri’s quality of...
