Case Study of the Week: Creating a Marketing Plan for New Merchandise

Mar 18, 2024


You are to assume the role of the owner of Office Resale, a business that sells previously owned office furniture and decor. A business partner wants you to develop a marketing plan that will promote a new selection of merchandise.

Office Resale has been in business for over a decade with a physical store location and online sales. Your team has had moderate success in selling previously used office furniture, including desks, shelving units, filing cabinets, entertainment centers, and office décor. Most of the merchandise in your showroom is quite antiquated, dating from the 1990s and early 2000s. Customers have stated in reviews that the merchandise selection is boring.

Office Resale is located in the heart of a giant technology community. Unfortunately, due to the pandemic a large number of positions in the tech field were eliminated and many downsized office space or gave up physical office space altogether in favor of remote work environments. This has resulted in Office Resale having massive amounts of new inventory, and most important, new modern and contemporary merchandise.

A business partner is excited about the new inventory and feels this will lead to a significant increase in sales for the business. However, the new merchandise must be marketed and promoted. The business partner wants you to develop a marketing plan that will promote the new selection of previously used office furniture that is modern and contemporary. The plan must include:

  • Simple SWOT analysis
  • Marketing goals and objectives
  • Marketing strategies
  • Communications channels


Randi Bibiano
Competitive Events Specialist

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):

Market Planning

Performance Indicators:

Develop a marketing plan
Set marketing goals and objectives
Explain the concept of marketing strategies
Conduct SWOT analysis for use in marketing planning process