In short tem Quality Craft Carpet Ltd should focus on direct marketing strategy to capture the potential customers and generate rapid purchase. Although they are new in foreign market but they had potential

... Introduction Quality craft carpets Ltd was established by William Jackson and John Turner in 1989 at UK tradition carpet making town Kidderminster. Kidderminster has the UK largest carpet manufacturing industry established hundred years ago. When William Jackson and John Turner established the firm, there was decline in UK carpet manufacturing industry, but they both had a good experience in production and loom tunning. The main objective of the Quality Craft Carpet was to manufacture traditional, woven good quality Axminster carpets in which they both had a good experience which in the competitive advantage they have on the other competitors in the industry. Due to the decline in the carpet industry that time import s of the synthetic tufted carpets from North America and EU were taking an increasing share of over 40% of UK market. By this time company decided not to deal with carpet superstores, largely because profit margin was

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