the present project establishes a low priced furniture retailer for the austrian market, which is particularly specialized in urban studios and one-person-apartments.
smart furniture for small spaces
strategic planning
in collaboration with
the comparison of these three countries has been chosen, because of the two nationalities of the group memebers and spain is the common current location. it shows that out of these three countries, austria has the highest average income and gdp per person in connection with the lowest unemployment rate. austrians spend 3times more than spaniards and 4times more than colombians on furniture.
market research and trend investigation
commercial comparison: austria, colombia and spain
commercial analysis austria
the austrian economy represents itself strong and steady throughout the european crisis with continously having a growth rate well above average. the population in austria is aging. at the same time the awareness towards new technologies is growing though.
the need for small apartments and studios is increasing, because the number of single households is growing - not only young people, but also a lot of elderly occupy a single-room-flat. austrians move about 9 times in a lifetime.
relevant facts about austria
trend investigation
at an average people within the eu move from one flat to another 0,1125 times per year. multiplied with life expectancy austrian men move 8,8 times and austrian women 9,4 times in their lifetimes. sources: eurostat
* steady economy
* spending on furniture
* open towards moving
* growing amount of elderly
* increasing number of single households
* positive towards new technologies
summary of relevant facts about austria
describtive value web
competitive analysis
at the moment the austrian furniture market is dominated by a couple of cash&carry shops, which build around a shopping experience with restaurants, children entertainment etc. however these shops are increasingly critizied to produce low quality products. moreover there are some long-established interior design department stores having a good reputation in terms of customer service, but they often lack a modern touch. in addition cabinet makers have a long tradition in austria and are concidered as prestigous, although sometimes have no modern approach to design. online stores recently gained in importance as the internet as shopping place becomes increasingly popular.
none of these shops however are specialized in furniture for small spaces.
analysis: due to the current situation on the austrian furniture market establishing a low priced furniture retailer, which is particularly specialized in small urban studios and one-person-apartments, represents a competitive advantage and a successful business model.
with the implementation of this business model on the austrian furniture market customers can be won over, because of the following key facts:
prognosis
prescribtive value web
1) functionality
the needs of customers living in small spaces are understood and served to.
2) design
modern and contemporary design attracts attention and inspires customers to redecorate and refurnish their home.
3) online
a strong and easily navigated online presence gives customers the opportunity to get inspired, gain information about latest furnishing trends and order online.
4) stores
the stores, in addition to the online presence, give customers the opportunity to test the furniture and get personal advice from employees.
5) price
competitive prices and a high level of customer service round up the offer of this new business model.
lecturer