Dyatkovo Furniture Integrated Plan: How to Survive in the Furniture Market

Abstract

President of the integrated furniture plants in the town of Dyatkovo, Russia, after several years of uncertainty and necessity to make a difficult choice has decided: it is essential to enter the cabinet furniture market and to become one of the leading players of this industry by means of partly changing the line of business. The problem was that he had no experience of working in this market, no well-trained team, he did not have necessary knowledge concerning market perspectives and, what is the most important, he did not have much desire to be engaged in market questions. As a typical production worker the company president focused attention on creating capacities and defining product profiles, therefore he gave the Chief Marketing Officer of the furniture plants, the task to evaluate market capacity and to determine main competitors and methods of market penetration.