Contents

• Executive summary
• Business description
• Business formation
• Business goals/mission
• Business philosophies/identity
• Geographical markets
• Vision of the future
• Main objectives
• Sales summary
• Strategic positioning
• Strategic alliances
• Licenses
• Key advantages
• Malaysia as manufacturing unit
• Europe as a market to sell
• Funds required
• Factory setup operation
• Porter’s Five Forces Model – Competitive Analysis
• Financials
• Price points
• Break-Even Analysis
• Conclusion
• List of References

Description

Furniture is one of the greatest demanded products in a livelihood and as the economy is growing, so is per capita income followed by consumer demand. Consumers are buying house and property market is growing leaps and bounds across the world. Financial market evolution helps the consumers today to take easy loans for their dream house, and decorating it. Also, new consumer demand has raised the evolution of new product lines which eventually pushes the demand of new ventures to start up, new products, and new companies. That automatically pushes the opportunity of new infrastructure, new offices, and new education institutions and without furniture all these are empty and un-fulfilled. Therefore, furniture is something without which livelihood is incomplete. Different market would have different type of furniture demand. It all depends on the developed or developing societies in question. A developing or under-developed nation would not be able to afford metal furniture which is expensive at the same time; developed economies would be able to afford not only the metal as well as the costly and elegant wooden furniture (Koncept Analytics, 2008).
There is one largest brand Ikea and we are evaluating the concept of furniture making and selling in the niche market. Europe is a strong economy, with high purchasing power and considered a developed nation. It is near geographically to UK and has a large population who likes innovative and stylish way of living. Europeans prefer wooden elegance than a metal one; hence, they Ikea’s expansion strategy towards European market has been more of a wooden elegance.