Mgmt 4140v - Dynamic Furniture

Walden

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Dynamic Furniture

Daniela Montes de Oca Rubio

MGMT 4140V – Marketing Management

Walden University

Dr. Rokesha Green

6/11/2015

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TABLE OF CONTENTS

TITLE………………………………………………………………………….1

INTRODUCTION…………………….……………………….……………….3

MARKET ANALYSIS………………………………………………………3-4

DOMESTIC MARKET OPPORTUNITIES…………………………………5-6

FOREIGN/GLOBAL MARKET OPPORTUNITIES……………………….6-7

BUSINESS ENVIORMENT CONSIDERATIONS….…..…………….……7-8

MARKETING..……………………….…………………...…………………8-9

BUSINESS LIFE CYCLE……………………………………………………8-10

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DYNAMIC FURNITURE

Introduction

How many times have you had to change your furniture or get rid of them for lack of space in your home or office? Currently, people living or working in small places that do not have sufficient space for belongings and for this reason have to change or get rid of your furniture.

That's why a furniture store called Dynamic Furniture is created, which offers high-quality imported furniture for both households and offices, which can be placed in small spaces without affecting the space offering household products such as beds, sofas, dining rooms, closets and offices; desks, chairs, bookcases. Through direct sales and catalog sales.

This project started with the idea of enterprising young Daniela Montes de Oca Rubio, associated with Meylin Esquivel Vega. Daniela is a resident of Queretaro, Mexico and Meylin currently resides in the province of Heredia, Costa Rica.

Market Analysis

This company will be recognized for selling high quality products and provide excellent customer service and guarantee offered, will make customers are satisfied, speak well of our company and recommend, this will generate a comparative advantage over other places that offer similar products.

Our direct competition are all established furniture stores in Costa Rica and indirect competition are local like Gollo, Importadora Monge, Casa Blanca, and others who sell furniture for both home and office, however the furniture that offer this type local furniture are normal as we all know, while Dynamic Furniture offer different, innovative and space-saving single and competitive option for the country furniture.

A segmented market basically have to think on customers and product. New features for customers and significant changes can be achieved.

Not a segmented market as only two ends are to speak or too expensive, good quality and very cheap or very low quality but very rarely are both at an intermediate level.

A cloned market is a market that works in one country and want to migrate to another, here we must take special care to customers (For by culture or customs may change). Misinterpret the characteristics and needs of customers in another country is one of the biggest risks in this market.

It is not a market as recently cloned is a new and innovative market.

In order to have more knowledge of the market, Dynamic Furniture made a study called validation board.

“The Validation Board is a great tool to help entrepreneurs stay focused on taking action while implementing the lean startup process and get knowledge from the market and your possible customers”

Eric Ries

Domestic Market Opportunities

Costa Rica is a small country and has a population of about 5 million habitants, of whom about 60% live or work in small places. Which through market research, we found many of these people are complaining about the lack of space in their homes or offices. That is why the furniture sector has grown because of the need to rearrange the furniture to save space when moving house or office.

The aim is to open a store in the province of San Jose to start and expand to other provinces in Costa Rica over the next 5-10 years in order to cover the entire Costa Rican population and generate greater profits.

Dynamic Furniture decided to open our first store in San Jose because, San José is the seat of national government, the focal point of political and economic activity, and the major transportation hub of this Central American nation.

The market they belong to our customers are new to Costa Rica but existing in Mexico since this type of furniture if sold in this country.

In Mexico in the furniture market it is well known, there are several world-famous brands and lots of choice, prices and styles.

They are on sale in multiple department stores that are well known in Mexico, but in terms of quality there is much to be desired because you can not get a good quality and cheap furniture or furniture at low price with good quality.

Foreign/Global Market Opportunities

The furniture sold in a physical store and catalog what benefits it can buy anyone in the country and increase the volume of sales of both. Likewise to be imported furniture will cost a little something which will generate above average margins gain.

Within the scalability of the business proposal they are:

Automation: Optimize business idea through catalog sales and sales staff

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