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University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ The Case Study Of Analyn’s Furniture

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

The Case Study

Of

Analyn’s Furniture

In Malindong Binmaley, Pangasinan

Submitted by:

Maricel C. Fernandez BSBA/ 9:00 10:00am

Submitted to:

Prof. Rosalie Rosales

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Introduction When it comes to marketing

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

Introduction

When it comes to marketing these days, those who operate furniture stores have their work cut out for them. Super stores such as Walmart and Target have cut into the business of furniture stores and made it possible for people to furnish a house at the same place they pick up a quart of milk. In addition, specialty stores such as Staples have successfully targeted the office furniture market, thereby cutting off another once- steady revenue source for furniture store owners. And discount outlets such as Big Lots and Ocean State Job Lot offer good furniture at a reduced price, a difficult combination to overcome in trying economic times.

In addition, it's tougher than ever these days for furniture stores to spread the word about what they offerwhether they are a large chain such as Bob's Discount Furniture or the well-known Raymour & Flanigan or a Mom and Pop operation in a small town, furniture stores don't have the advertising budget of the big box super stores and are finding it increasingly difficult to rely on newspapers to spread the message.

Fortunately, there is a solution as effective as it is inexpensive: email marketing for furniture stores. Such a medium may have been unimaginable a generation ago, but for furniture stores, email marketing is the present as well as the future.

Global

North Carolina has a long tradition in the furniture industry, but over the past twenty years furniture production has been challenged by the increasingly global nature of manufacturing. North Carolina furniture manufacturers have to rethink their strategies to remain competitive by improving technologies, diversifying markets, and offshoring production. Furniture imports to North Carolina are growing, especially from China and other developing and emerging markets, leading to plant consolidations and shutdowns and raising questions in terms for policy, education, and industry strategy.

Furniture manufacturing has been a major player in North Carolina’s economy since

the seventeenth century, when English artisans began to settle across North Carolina and produce furniture on a small scale. Early industrial entrepreneurs and developers focused on the Piedmont region of North Carolina, especially the city of High Point,

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ because of its abundant wood supply,

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

because of its abundant wood supply, access to transportation, and cheap labor availability (1). High Point hosted its first regional furniture trade fair in 1909, eventually leading to the creation of the High Point Market, an internationally renowned furniture trade fair that still operates today. By the 1980s, High Point had

earned the nickname "The Furniture Capital of the World.”

In the late 1990s, the NC furniture industry began to feel the effects of increased foreign competition, causing many companies to go out of business, consolidate, close factories, lay off employees, and import from abroad. Yet, North Carolina still maintains a strong presence in the furniture industry and continues to take measures to remain competitive.

Establishments, Workers & Wages

Furniture manufacturing is concentrated in the north-central Piedmont Triad region of North Carolina, especially Catawba, Caldwell, Guilford, Randolph, Alexander, and Davidson counties. Major furniture manufacturing cities include Hickory, High Point, Thomasville, Greensboro, Asheboro, and Winston-Salem, among others.

North Carolina is the largest employer in furniture manufacturing, representing 9.5% of U.S. employment (T3c). It ranks fifth in the U.S. in terms of the overall number of furniture manufacturing establishments, with 5% of U.S. establishments in the furniture manufacturing industries (T2c). North Carolina is the leading state in the household furniture manufacturing segment with 12% of U.S. employment and nearly 5% of establishments in the segment (T3c; T2c). It ranks fifth in office furniture manufacturing, with 5.2% of U.S. employment and 5.6% of establishments. North Carolina ranks fourth in furniture-related products manufacturing (mattresses & blinds), with 6% of U.S. employment and 4.4% of establishments.

Employment in North Carolina’s furniture industry has declined steadily since 1992, with total employment declining 56% since 1992 (T3a; C3a). Employment declined in the household and office furniture manufacturing segments and increased in furniture related products manufacturing and furniture merchant wholesalers. Employment in

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ the household furniture segment has contracted

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

the household furniture segment has contracted by 61% over the last two decades from 64,528 workers in 1992 to 25,235 in 2012 (T3a; C3a). The pace of decline in household furniture manufacturing employment continues. Employment in the household furniture segment decreased 15% during the 1992-2002 period and 54% during the 2002- 2012 period. We expect the pace of declines to slow as the household furniture industry recovers from the 2008 recession and reconsiders its production location decisions.

Production & Trade

North Carolina’s exports grew steadily from 2002 to 2008, increasing from $153 to $300

million. However, during the economic crisis, exports dropped by 38% between 2008 and 2009. Exports from North Carolina have yet to reach their 2008 peak.

In terms of destination markets, Canada accounts for 40% of North Carolina’s total

exports in furniture, followed by countries in the Middle East (Saudi Arabia and UAE), China, and Mexico. The overwhelming majority of furniture exports from North Carolina are in the household furniture segment. Major export growth markets for North Carolina over the past ten years have been Canada, China, and the UAE. North Carolina decreased exports most notably to South Korea and E.U. countries (UK,

Belgium, Netherlands, and Italy).

In the Global market for furniture, the Philippines is touted to be the Milan of Asia. The

 

unparalleled design and craftsmanship of locally-manufactured furniture pieces have

   

earned for Philippine furniture a prime spot in the world market.

 

The Philippine furniture industry continues to be one of the country’s highest export

sales earners. Based on the latest statistical figures, the industry posted a 4.7% growth in

export

sales

for

the

3rd

quarter

of

2007

the

same

period

in 2006.

This can be accredited to the continued international recognition for excellence in

product

design

and

craftsmanship

as

well

as

creativity

and

innovation

in

the

application

 

of

materials.

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ From humble beginnings, the industry hashttp://www.cfip.ph/ it is. We have compiled a list of the top exports for small-medium scale businesses in the Philippines. If your business is in any way related to the products listed here then the opportunity to grow your business is very promising. The next step is advertising your product to a global audience through our trade community for exporting prospects. Woodcrafts and Furniture The Philippine’s wood craft and furniture products are probably the most unique exports we have. Because of the formal and informal training of our furniture workers, we have a different styles and designs coming from all corners of the country. This i ndustry has shown a steady growth of 11% per year for the past decade making it a truly surging export of the Philippines. (Examples are woodcarvings, rattan and bamboo furniture) Page 5 of 16 " id="pdf-obj-4-2" src="pdf-obj-4-2.jpg">

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

From humble beginnings, the industry has grown to be the vibrant contributor to the

economy

that

it

is.

We have compiled a list of the top exports for small-medium scale businesses in the Philippines. If your business is in any way related to the products listed here then the opportunity to grow your business is very promising. The next step is advertising your product to a global audience through our trade community for exporting prospects.

Woodcrafts and Furniture

The Philippine’s woodcraft and furniture products are probably the most unique exports we have. Because of the formal and informal training of our furniture workers, we have a different styles and designs coming from all corners of the country. This industry has shown a steady growth of 11% per year for the past decade making it a truly surging export of the Philippines. (Examples are woodcarvings, rattan and bamboo furniture)

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ From humble beginnings, the industry hashttp://www.cfip.ph/ it is. We have compiled a list of the top exports for small-medium scale businesses in the Philippines. If your business is in any way related to the products listed here then the opportunity to grow your business is very promising. The next step is advertising your product to a global audience through our trade community for exporting prospects. Woodcrafts and Furniture The Philippine’s wood craft and furniture products are probably the most unique exports we have. Because of the formal and informal training of our furniture workers, we have a different styles and designs coming from all corners of the country. This i ndustry has shown a steady growth of 11% per year for the past decade making it a truly surging export of the Philippines. (Examples are woodcarvings, rattan and bamboo furniture) Page 5 of 16 " id="pdf-obj-4-29" src="pdf-obj-4-29.jpg">
University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ It continues to make an impact

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

It continues to make an impact in this highly competitive market by selling premium quality furniture

It continues to make an impact in this highly competitive market by selling premium

quality

furniture

to

the

world's

middle

to

high-end furniture markets.

The reality of an increasingly global market is not lost on the industry. Not only is competition from our neighboring countries getting stiff, the industry is also experiencing problems with the flow of its raw materials, as well as a drain in its competency skill base. Despite these, however, prospects for our industry remain good.

Hand-in-hand with the growing niche market is our manufacturers' strong orientation towards the customer. As such, customization and "after-sales services" could easily be developed to form part of a "product package." There is also an abundance of marketing platforms through which the industry and its products may be presented here and overseas. In this manner, our manufacturers would not only be able to keep old buyers but, more importantly, attract new ones - - a crucial ingredient to the survival of our industry.

Furniture business are said to be the well known business in Binmaley Pangasinan,

that’s why the place became popular to other people specially tourists who visit the

country. Most of the business minded people living there seek to find an income by

establishing and selling furniture.

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Analyn’s Furnitures was owned by an

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

Analyn’s Furnitures was owned by an entrepreneur Teresita Cabot and it is operating in almost 10 years. It was situated in Mckinley St. Binmaley or known as Malindong Binmaley, Pangasinan. It has been established through their knowledge and skills in handing the furniture business. The business was named to her daughter Analyn Cabot Pedro who has been married now. Teresita Cabot was the real owner of the furniture business and she’s the one managing on it.

The business has an employee which includes the salespersons, drivers, carpenters who do the varnishing, and others are assembling. For them, competitions with other business are not problem but instead an opportunity. As a furniture owner, we maintain good service with our customers for we want to satisfy their needs.

SITUATION ANALYSIS

Furniture business are facing increased operating challenges including a changing consumer, a poor economy, complex employee issues, new types of competitors, and eroding revenue with increasing costs.

Strengths

 

Opportunities

 
  • - Highly experienced owner- operator

-

Ability to develop additional services through the use of

  • - Well known furniture business

online marketing.

 

Weaknesses

 

Threats

 
  • - Competitors can offer similar products quickly

-

Rentals including taxes are increasing

  • - Limited flexibility in pricing

-

  • - Lack of online promotion

16

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Product strategy The product bein g

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

Product strategy

The product being offered by Analyn’s furniture is anything which is intangible or tangible. Tangible products are those which are physical items while intangible products are known as service which accompanies the tangible products.

The tangible product being offered by Analyn’s furniture are the tables, chairs, cabinets, dresser and others with different designs to choose from while the intangible products are the good service by Analyn’s furniture towards to their costumer.

Analyn’s furniture gives discounts depending on the price and quality of a particular product. They deliver the product unto what the customer’s request. They give also freebies with a minimum of 20,000 purchase requirement of furniture.

As an interviewer, they told us that Analyn’s furniture was already featured on television and they are known as best quality in terms to their product.

Promotional strategy

They advertise their product through word-of-mouth from satisfied clients, the quality of their furniture and good service is still of the best channels of service promotion for Analyn’s furniture business.

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Products of Analyn’s Furnitures Page 9

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

Products of Analyn’s Furnitures

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Products of Analyn’s Furnitures Page 9
University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Products of Analyn’s Furnitures Page 9
University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Products of Analyn’s Furnitures Page 9
University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Furniture is the mass noun for

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Furniture is the mass noun for
University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Furniture is the mass noun for
University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Furniture is the mass noun for

Furniture is the mass noun for the movable objects intended to support various human activities such as seating (e.g., chairs, stools and sofas) and sleeping (e.g., beds). Furniture is also used to hold objects at a convenient height for work (as horizontal surfaces above the ground, such as tables and desks), or to store things (e.g., cupboards and shelves). Furniture can be a product of design and is considered a form of decorative art. In addition to furniture's functional role, it can

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ serve a symbolic or religious purpose.email marketing software required for such programs is inexpensive and easy to both implement and customize. You'll want to include the company logo as well as contact information, so that people know they are getting a "real" email and not a piece of spam, and offer links to your website as well as a search function for the site. The more interactive the email marketing campaign is for the consumer, the more likely it is to be successful for the furniture store. Interview Guide Respondent Basic Information Name : ____________________________ Age : _________ Sex : _________ Highest Educational Attainment : Number of Years Managing: Location of Establishment : When established: Month: ________ Year: ________ Page 11 of 16 " id="pdf-obj-10-2" src="pdf-obj-10-2.jpg">

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

serve a symbolic or religious purpose. It can be made from many materials, including metal, plastic, and wood. Furniture can be made using a variety of woodworking joints which often reflect the local culture.

Realistic solution

The email marketing software required for such programs is inexpensive and easy to both implement and customize. You'll want to include the company logo as well as contact information, so that people know they are getting a "real" email and not a piece of spam, and offer links to your website as well as a search function for the site. The more interactive the email marketing campaign is for the consumer, the more likely it is to be successful for the furniture store.

Interview Guide

Respondent Basic Information

Name : ____________________________

Age : _________

Sex : _________

Highest Educational Attainment :

Number of Years Managing:

Location of Establishment :

When established: Month: ________

Year: ________

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ 1. Length of time has been

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

1.

Length of time has been operating?

_______________________________________________

2.

What type of business organization do you have?

Sole

_________

proprietorship

Partnership

Corporation

3.

Person managing the furniture?

 

Owner itself

Manager

 

Others specify

4.

Sources of Funding?

Savings

Borrowed from friends/relatives

Banks

Others specify: ________________________________________

5.

Initial Capital

_________

P30, 000 P 50,000

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ _________ P60, 000 – P 100,000

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

_________

P60, 000 P 100,000

_________

P150, 000 P200, 000

_________

P300, 000 above

  • 6. What is the average number of furniture you make per month?

5 below

_________

5-10

_________

10-15

_________

_________

15 above

  • 7. What are kinds of furniture do you offer?

KINDS

_______________________

_______________________

_______________________

_______________________

_______________________

_______________________

How do you acquire furniture?

COST

______________________

______________________

______________________

______________________

______________________

______________________

Or to have as a new or added characteristic/designs

____________________________________________________________

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ a. How you often do you

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

  • a. How you often do you make furnitures?

Weekly

Monthly

Quarterly

Others specify ____________________________

  • b. Number of furniture ordered per _____________

10 Below

10-20

20 Above

  • c. Who are your suppliers? (Location)

_______________________________________________________

_______________________________________________________

_______________________________________________________

  • d. How many furniture do you maintain in your establishments?

______________________________________________________

  • 8. How many employees do you have?

______________________________________________________

  • a. Is there any other vehicle used for your business operation?

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ Specify: ________________________________________ 9. How many _____________

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

Specify: ________________________________________

  • 9. How many

_____________

do you employ?

PERSONNEL

Manager

_____________

Cashier

 

_____________

Accountant _____________

Bookkeeper _____________

Driver

 

_____________

Carpenter

_____________

Others Specify: _______________________________________________________

  • 10. How do you collect payments from your customers?

Cash Basis

Installment Basis

Other specify ________________________________________________________

  • 11. What promotional strategies do you use?

 

Newspaper

Radio

Billboards

Words

of mouth

_____________

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________ _____________ Online marketing Others specify _______________________________________________________

University of Luzon College of Business Administration Dagupan City __________________________________________________________________________

_____________

Online marketing

Others specify _______________________________________________________

  • 12. What are the major problems encountered by your establishment/ employees?

_____________

Higher discounts rates desired by customers

_____________

Acquisition of furniture

_____________

Higher cost of the items

_____________

Competition

Others specify: __________________________________________________________