GUIDELINES ON MARKET DRIVEN APPROACH IN THE FURNITURE SECTOR

• Interest & usefulness for the manufacturer


The guideline driven approach is a document emphasizing the importance of reconsidering the business models by the furniture manufacturers due to their unsustainability and fast developing furniture sector. The strategy based on a cost reduction can not be maintained any more due to the increase of the competitiveness of the low cost companies from the emergent countries.

The new business model of the furniture companies has to be based on the differentiation of product through the generating value. The generating value can be realized through the product, the distributor and the consumer.

Generating value through products consists of offering a product based on the prior identified consumer needs. The manufacturer has to be able to offer through product which is part of the habitat through a global offer.

The generating of buying experiences, enrichment and entertainment in the moment of purchase has to be a variable generated by the distributor with the help of tools as the merchandising.

The furniture manufacturer has to be able to identify and characterize the objective target to whom the commercial offer is directed, as well as to differentiate the generating value in the moment of buying from the generating value in the moment of consumption.

The cooperation manufacturer-distributor is understandable only in a high segment of the product value where the competition is slight.

The guideline “driven approach” is a document developed particularly for the furniture industry based on AIDIMA´s experience in the implementation of the generating value for the consumer and the differentiation of the furniture manufacturers. It shows critical aspects that have to be taken under consideration by the furniture companies.