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- USA 
Slettvoll is a Norwegian high-end furniture manufacturer. The company specializes in both indoor and outdoor seating groups with customization down to every detail. In this thesis we wanted to explore the opportunity of expanding the Slettvoll furniture business into New York City by opening a flagship store. The secondary research gave us an insight in the market trends and consumer behavior. We found industry reports showing us that the furniture market is recovering after the financial crisis in 2008, and that the high-end market is growing. We did an analysis of Slettvolls key competitors. These were identified as Roche-Bobois, Jensen-Lewis and BoConcept. By looking at competitors, we found that the average delivery time for special orders in the furniture industry is between 8-12 weeks. We identified Slettvolls target market as couples that are married or living together in the New York Metropolitan area between the ages of 34 to 64. They have a college degree or higher, with a combined household income of $200,000 or more. The target market has an urban lifestyle and read furniture magazines on a regular basis. They also prefer to redecorate their home at least every five years. For our primary research we did an online survey using Qualtrics. Some of the most important information we wanted to know were what kind of magazines they read, how much money they were willing to spend on furniture, if they were interested in customization and how long they were willing to wait for the furniture to be delivered. Some of the key findings were that one third of the sample was willing to wait 10 weeks or more for the furniture to be delivered. We also found that people are willing to pay a higher price for customized furniture, and that interior decorators influence the decision making. With the findings from the secondary and primary research we recommend Slettvoll to open a flagship store in the first quarter of 2014 in Upper East Side, Manhattan. The company should offer the existing product portfolio as they do in Norway and because of the importance of interior decorators the company should have a sales force consisting of educated interior decorators in-store. Since Slettvoll is unknown in the US it is very important to gain brand awareness in the market. Some of the most important promotional activities we recommend Slettvoll to do are a half page ad in the high-end furniture magazine, Architectural digest, print and distribute catalogs through Wall Street Journal, attend the ICFF furniture fair, use Google Adwords, and do in-store campaigns and events. The promotional budget is estimated to be $360,000. The return on the marketing investment for the five years of operations is estimated to be 26.4 percent. Slettvoll will need to invest in the first year of operation, and based on our calculations they will be profitable in 2018.
Bacheloroppgave i Internasjonal Markedsføring fra Pace University i USA, 2013