ABSTRACT : The global furniture industry is experiencing growth driven by rising incomes and increasing demand for eco-friendly products. In this context, Shrüm Stool, made from sustainable mycelium material by MYCL X ŌD Architecture Studio, aims to meet the demand for sustainable furniture. However, it faces challenges such as limited brand awareness and higher price points.This study explores the internal and external conditions required to increase awareness among potential Shrüm Stool customers and proposes suitable marketing strategies for successful market penetration. By analyzing consumer behavior, market segmentation, targeting, and positioning, and using a TOWS matrix to identify strategic opportunities and threats, the research highlights the strengths of Shrüm Stool, such as its innovative, eco-friendly material, modular design, and strong, lightweight construction. However, challenges like limited brand awareness and higher price points were identified. Quantitative methods, including descriptive statistics and Pearson correlation, were employed to validate findings. The study offers practical solutions for Shrüm Stool’s marketing strategy, emphasizing the importance of targeting urban, eco-conscious consumers and leveraging social media and influencer partnerships. Future research should explore new market segments and refine the brand’s positioning strategy to maintain competitiveness. This research underscores the need for continuous evaluation and adaptation of marketing tactics to align with consumer preferences and market dynamics..
KEYWORDS – Consumer Analysis, Furniture Products, Marketing Strategy, Brand Awareness, Shrüm Stool.