Analysis on international market

Contents

1.0 Executive Summary ............................................................................................................. 2 2.0 Situation Analysis ................................................................................................................ 3

2.1 Market Summary ............................................................................................................................ 3

2.1.1 Market Demographics ............................................................................................................................... 3 2.1.2 Market Needs ........................................................................................................................................... 5 2.1.3 Market Trends ........................................................................................................................................... 5 2.1.4 Market Growth .......................................................................................................................................... 6

2.2 SWOT Analysis ............................................................................................................................... 7

2.2.1 Strengths .................................................................................................................................................. 7 2.2.2 Weaknesses ............................................................................................................................................. 7 2.2.3 Opportunities ............................................................................................................................................ 8 2.2.4 Threats ..................................................................................................................................................... 8

2.3 Competition ..................................................................................................................................... 9 2.4 Product Offering .............................................................................................................................. 9 2.5 Key to Success ............................................................................................................................... 9 2.6 Critical Issues ............................................................................................................................... 10

4.0 Constraints .......................................................................................................................... 11

4.1 Home Constraints ......................................................................................................................... 11

4.1.1 Political Factors ...................................................................................................................................... 11 4.1.2 Legal Factors .......................................................................................................................................... 11 4.1.3 Economic Factors ................................................................................................................................... 12 4.1.4 Race and Religion Factors ...................................................................................................................... 12

5.0 Financials ........................................................................................................................... 13

5.1 Break-even Analysis ..................................................................................................................... 14 5.2 Sales Forecast .............................................................................................................................. 14 5.3 Expense Forecast ......................................................................................................................... 15

6.0 Controls ............................................................................................................................. 16

6.1 Implementation ............................................................................................................................. 16 6.2 Marketing Organization ................................................................................................................. 17 6.3 Contingency Plan .......................................................................................................................... 17

Bibliography ............................................................................................................................. 18 Appendix .................................................................................................................................. 20

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1.0 Executive Summary

Digital Furniture Sdn Bhd, who is famous for rubber wood furniture, has a range of products from furniture components to dinning set. Because of its seriousness, willingness, experience and expertise in furniture industry, the company has built strong business relationships with customers and suppliers. Thus, Digital Furniture can obtain reasonable price in purchasing raw material (rubber wood). Low procurement costs and inexpensive labor let the company export its products with competitive price. Besides, the products epitomize a unique combination of quality, beauty and practicality, offering customers excellent value for money, and a guarantee of satisfaction. These have reinforced Digital Furniture’s competitive advantage in Dutch market. However, there are a growing number of furniture companies to grab market share in Holland. Due to poor information technology, Digital Furniture faces even more prominent pressure. The company will work on it and take appropriate marketing strategies. By targeting the main consumers and positioning itself properly, Digital Furniture will make a significant breakthrough in exploiting Dutch market. In terms of financials, break-even analysis and forecasting are made to illustrate the revenue and sales volume within a certain period. To sum up, marketing development will allow Digital Furniture to achieve higher margin and maintain a close relationship with Dutch customers.

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2.0 Situation Analysis

Situation analysis is a combination of methods use to analyze an organization's internal and external environment and understand the company’s abilities, customers, and business environment. The situation analysis includes several analysis methods, Such as 5Cs Analysis, SWOT analysis and Porter five forces analysis. A Marketing Plan use to guide businesses about how to introduce the benefits of the product and meet the need of potential customer. The situation analysis is the key step in the marketing plan to build a long term relationship with customers (Bélisle, 2004).

2.1 Market Summary

Digital furniture SDN BHD has variety of information about the market and know many hobbits of different group customers. The marketing information will help the company better understand needs of consumer and build relationship with them (Hermens, 2008).

2.1.1 Market Demographics

Market Demographics offers the important information about factor which can influence customer demand, such as the change of social structure, different age group and families (Bélisle, 2004).

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