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Differentiation Focus:
Creating rugs and furniture with a personal expression for the Scandinavian audience.

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Strenghts:
- Reviews, having a good reputation
- Connecting with their customers
- Appealing Social Media
- Environmental friendly company
- Strong website in terms of language
- Product quality
- High-class brand
Weaknesses:
- Long delivery process
- Not a lot of knowledge, new company that is unexperienced
Opportunities:
- Changing the 'standard' of scandinavian interior
- A strong founder with a good reputation
Threats:
- Closing of geographical markets
- Other brands lowering their prices

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Designing products that already exist on the market, with a strategy to maintain or increase the market share of current products. Focusing on the exclusive factor of the brand.

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Swedes spend in average over 16 000 SEK a year on furnishing.

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Type of household - expenditures per household during 2012 in SEK

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-       Psychographic: Follow trends, chose the brands over the price. Active on social medias.

-       Behavioural: Will buy when in a new living situation. A bigger buy that you don’t do regularly.

-       Demographic: More women than men 80/20, 30-45 years.

-       Socio-demographic: Have a good economy, slightly higher than average.

-       Geographic: Are living in a big city or think of themselves as a “big-city person”. Big focus on the capitals of the Nordic countries – Stockholm, Oslo, Copenhagen. A local segmentation rather than a global.

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Population spending 5% of their consumption on furniture and households

Have better economy than most of Europe, spends more.

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Reaching the Swedish consumer - Santandertrade.com

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Swedish consumer: consumer behaviour in Sweden, marketing opportunities, consumer profile and his purchasing power, recourse to consumer credit and household consumption expenditure.

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Prices on the real estate market has fallen but is now starting to recover = people buying more products for their home when they are in a move

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Have a good economy

No big change since 2012

Stable

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Focusing on early adapters and Innovators that will be a face for the brand

Access and Variety based strategic position

A demand for the brand - premium brand

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PESTEL

Political: Foreign trading regulations, not being able to buy from India
Economic: Slow relastate market - not many are buying apartments - no new furnishing
Socio-cultural: Sinking consumerism
Technological: Newer techniques makes producing faster - want the traditional handmade rugs take time
Ecological: Are producing with environmental aspects
Legal: Changes the rules of shipping and import

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IKEA: A specialized business. Has big sales and the capital to grow. Also, have their own type of building furniture that is world wide known.
Jotex: Volume business. Big Swedish company that has a cost leadership.
Artilleriet: Fragmented business. Have a different style of interior that is not

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When buying furniture and household appliances, the deciding factors are the range of choice, price and the transparency of the offer. Swedish people are loyal to brands and to shops.

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It is a "want", not a need

A irregular demand or a latent demand, craving the product because of the brand.

A Product and/or a Relationship Marketing Concept.