analyses and evaluate the micro-external environment of (two) international markets

analyses and evaluate the micro-external environment of  (two) international markets Essay example
Masters
Essay
Marketing
Pages 5 (1255 words)
Download 0
Micro-External Environment Bedroom furniture comprises various sub-products such as non-fitted bedroom furniture and fitted bedroom furniture. As reported by Mintel Oxygen (2012), each of the sub-products in the bedroom furniture segment is targeted for an individual customer group…

Introduction

According to Mintel Oxygen (2012), fitted bedroom furniture contributes in large proportion to the total sales revenue earned by the bedroom furniture industry. Fitted bedroom furniture includes built-in wardrobes, built-in drawers, fitted beds etc, and Mintel Oxygen (2012) has also pointed out that fitted bedroom furniture is designed for large bedrooms. USP of fitted bedroom furniture lies on the ability to provide variety in design, systematic fittings and synchronise with large space in the room. Mintel Oxygen (2012) has reported that non-fitted furniture is generally preferred by bachelors and individuals who do not have large space in the room for using fitted bedroom furniture. Non-fitted furniture includes bedside tables, customized chests of drawers, dressing tables, beds etc. A unique selling proposition of non-fitted bedroom furniture depends on its ability to provide a high degree of customization in terms of assembling bedroom furniture to customers. The next section of the study will discuss the market composition of Germany for the bedroom furniture segment. The German bedroom furniture industry is going through a critical phase in terms of shrinkage in demand due to the slow economic growth rate and dwindling purchasing parity of customers. Lynn (2010) has pointed out that sovereign debt crisis has decreased the retail merchandising growth rate in most of the European countries. ...
Download paper
Not exactly what you need?

Related papers

External and internal marketing environment analysis of Nokia
Nokia is the World’s chief mobile communication company, backed by its expertise innovativeness, user friendliness and protected solutions. It’s a well known company having its massive offices worldwide. The giant company whose head quarters are in Finland has spread in various continents with a very large market share globally (Steinbock, 2001, p.375). With its simple organization mission of…
International Marketing Environment
Evidently, all these constraints affect the flexibility of doing international trade. A country while exporting its domestic products is benefited by the foreign exchange income as well as by the new employment opportunities. On the other hand, while importing goods from other countries, a ‘consumer surplus’ is being created when the consumers are benefited by the availability of better…
External Marketing Environment
A firm is frequently oblivious about the factors that affect its future. A marketer can comprehend the marketing environment through conducting a marketing research. Acquaintance to the environment assists an organization to modify its promotional mix and recognize new opportunities. Lamb et al (2011, p. 110) cites economic, cultural and social, business, legal and political and demographic…
International Marketing Environment
Thus, the understanding of the environment of international marketing is significant in order to successfully achieve business goals (“Understanding the Global Marketing Environment”, n.d., pp.4-5). The Role of Government in International Trade The government has a significant role in international businesses, where the government promotes the activities of the trades and businesses. Various…
This assessment requires you to identify, analyses and evaluate the micro-external environment of two (two) international market
Fitted bedroom furniture can help customers to place their bedroom furniture in systematic and space efficient manner. Non fitted bedroom furniture Non fitted bedroom furniture includes wardrobes, dressing tables, chests of drawers bedside tables which can be assembled by customers. The product offers the opportunity to assemble and customize bedroom furniture in accordance with the convenience of…
Southwest Airline comprehensive external environment analysis
Though the local political affairs are usually kept under control, there are numerous other issues that do not lie within the company’s hands. The perpetual rise in the fuel prices has always remained a major issue for Southwest. The unpredictable nature of the fuel prices is hugely attributed to several external factors which are usually not within the control of the company. The fuel prices…
IKEA General international markets activity
Hence, purpose of this essay is to understand marketing environment of Indonesian furniture industry and assume what can be plausible marketing strategy of IKEA to achieve competitive advantage over existing player in Indonesian furniture market. Understanding strategic dimension of international marketing mix of IKEA will help the study to predict viability of any marketing strategy of the…