LAYERED by Elvira Holmberg https://padlet.com/elviraholmberg1/m6z9h6s2xmw7 Swedish interior brand with a mindset in fashion en-us 2018-10-24 11:19:48 UTC 2025-11-04 20:13:03 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/Simplehouse.png DEFINITION OF THE MARKET elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296369675
  • 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.
    • ]]>     2018-10-24 11:20:10 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296369675     CONSUMER TRENDS elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296369810 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.]]> 2018-10-24 11:20:39 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296369810 COMPETITOR ANALYSES elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296369846 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

    ]]>     2018-10-24 11:20:49 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296369846     EXTERNAL ENVIRONMENT elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296370031 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
    ]]>     2018-10-24 11:21:29 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296370031     COMPETITIVE SUCCESS elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296370135
  • 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

    • ]]>     2018-10-24 11:21:51 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296370135     THE ECONOMY (SWE) elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296379322
  • Have a good economy
  • No big change since 2012
  • Stable
    • ]]>     2018-10-24 11:51:53 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296379322     Real Estate Prices elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296382745 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]]> 2018-10-24 12:01:00 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296382745 elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296386897 2018-10-24 12:12:50 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296386897 MARKET SIZE elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296388659
  • Population spending 5% of their consumption on furniture and households
  • Have better economy than most of Europe, spends more.
    • ]]>     2018-10-24 12:17:35 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296388659     Customer Segmentation (STP Analysis) elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296920059 -       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. 
    ]]>     2018-10-25 13:25:43 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/296920059     Household Spending elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300625431 Swedes spend in average over 16 000 SEK a year on furnishing. ]]> 2018-11-05 17:58:19 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300625431 Market Penetration elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300627380 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.]]> 2018-11-05 18:01:30 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300627380 SWOT-Analysis elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300640278 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]]>     2018-11-05 18:20:39 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300640278     Competitive Advantage elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300649349 Differentiation Focus:
    Creating rugs and furniture with a personal expression for the Scandinavian audience.]]>     2018-11-05 18:33:58 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/300649349     Perceptual Mapping towards competitors elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/304730691 2018-11-15 11:11:17 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/304730691 Price - Marketing Mix elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/304734712 2018-11-15 11:23:13 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/304734712 elviraholmberg1 https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/304736828 2018-11-15 11:29:25 UTC https://padlet.com/elviraholmberg1/m6z9h6s2xmw7/wish/304736828