tional retail stores at this point. The mail order segment of Faith Mountain seems to have more potential for growth; hence, we feel this segment should be expanded. And although the current trends suggest a substantial increase in growth for the mail order industry due to increased credit card use and shopping convenience, eventually the industry should coincide with the national rate of business growth. However, this current trend for growth leaves Faith Mountain with an opportunity to obtain a substantial market share in their industry. Advertising and Promotion Faith Mountain’s main form of advertising and promotion is its catalog, which is being distributed to at least one million people from rented lists each time the catalog is distributed. The costs of distributing the catalog to these recipients account for half the costs of promotion. We feel this money could be better spent on advertising, as well as obtaining smaller rented lists with similar buyer attributes, such as lists from other catalog companies such as Eddie Bauer or other similar stores oriented towards traditional/country life and values. They should try to capture market share by focusing on advertising in magazines that are frequently read by customers that fit the demographic of Faith Mountain customers. Magazines such as “Better Homes and Gardens”, “Women’s World”, and “Country Living” tailor to our traditional target market. However, advertising in high-circulation magazines, such as “People” should expose a different segment of the population to the name of Faith Mountain, and could increase brand familiarity substantially. Market Research We recommend mailing questionnaires randomly to current customers as well as to people who have not yet purchased products from the company. Although this will be costly, the benefit of determining which elements of the marke...
