framgångsfaktorer inom möbelbranschen - Lunds Tekniska Högskola

ABSTRACT
The furniture market regarding trading with furniture and home decoration
products is an expanding market. But despite of good sales the traditional
companies are losing market shares. Critical success factors are defined as
elements (projects, products, dependants or other factors) that, if not
fulfilled will have a great impact on the possibilities of reaching business
goals. By defining the company’s position on the market and the position to
strive for, one can find general and position specific success factors. By
choosing the optimal position one can strive to reach the factors that will
contribute to better positioning and expansion possibilities.
By studying the market, its competition and customer, one can see how it
has developed during time. Within the furniture market the suppliers’
development and business substitutes have stabilized early. At this moment
the furniture market is primarily affected by the customer and threats from
new establishments. Combined with what EM’s target group finds
important; product quality, range, store, personnel, service, inspiration and
information, one can lay the ground for the following success factors that
are both general and position specific:
o A good, stabile organization that is flexible and has the potential to
change with the dynamic market is vital to success.
o The product offered to customer must be of the right quality and
price.
o Brand knowledge is important to ensure that the customer knows
what the company does and offers.
o Once companies have a good offer, a good organization and brand
knowledge one can differentiate trough having a good store with
good personnel.
It is also important to recognize that the success factors will develop and
change during time.
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