Analysis of target market&competitors&substitutes of folding beds in UK

1. Made by:
Kovalyova T.
Nazarchenko N.
Semykhat O.
Shvets M.

2.  Production and sale of products for home, leisure,
sport and tourism
 One of leaders in the industry
 Products are fully certified and meet state
standards of Ukraine
 Products are resistant to extremes of temperature,
sun exposure, moisture and rain
 Main principle – safety for consumers
 Delivery all around Ukraine

3.  Population 64,100,000 ppl
 GDP (PPP)
◦ Total $2.497 trillion
◦ Per capita $38,711
 GDP (nominal)
◦ Total $2.828 trillion
◦ Per capita$43,830
 Inflation rate 1.20%
 Interest rate 0.50
 Consumer price index 128.38

5.  It is a thing that can be useful in an apartment
house and a cottage. The folding bed will certainly
help you during the arrival of guests and relatives.
Minimum size and ease of operation are the main
advantages of such furniture. The assembly takes
about 2 minutes.

6.  It can be used outdoor during camping or picnic, or lay
around at the beach.
 Serves as an extra bed for your home, whenever you find
a need to use them.
 To provide a venue for sleep so that a person may be
able to go recharge his or her biological batteries and
come prepared for the tasks and responsibilities of the
day ahead.
Main goal:
 Fantastic option ffoorr oovveerrnniigghhtt
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7.  Easy to store
 Easy to set up
 Budget problem solving
 Value for money
 Tight on space
 Must have
 Mobile
 Durable
 Comfortable

8. Product
Prices
Main competitors, UK
• Venice with
mattress and headrest 720 UAH
4433..5€€ ++
CCOOTT**
160₤-230₤
220000€€--229900€€
125₤-220₤
1155€€--22775€€
130₤-230₤
116633€€--228888€€
• Venice
with mattress 670 UAH
4400€€ ++ CCOOTT**
59₤-160₤
7744€€--220000€€
140₤-160₤
11775€€--220000€€
105₤-159₤
113300€€--220000€€
*COT – Cost of transportation

9. Some of the main challenges and competition faced
by furniture industry are:
◦ Gentler housing market in many countries is reducing to
invest in home industry
◦ The furniture market people facing tough competition
from departmental stores, grocers and some clothing
industries.
◦ Purchasing of big furniture items is slowing down due to
economic recession.

27.  The Hideaway Guest Beds (two
single beds, by sliding one under the
other, the under bed unit conceals two
sets of legs that automatically spring
down when lifted) Price: £179-£215
 Sofa-Beds (a conventional sofa with a
cleverly concealed folded bed beneath
the seating area, which when required
simply lifts up and unfolds into a
comfortable double bed) Price: £295-
£369

28.  Futons (consists of the futon
(mattress) and the base frame, the
folded futon sits on the base frame,
then when required simply unfurls flat
upon the converted base frame)
Price: £275-£622
 Chair Beds (fold-out to provide a
comfortable single bed, ideal for those
sleep-over parties)
Price: £265-£549

29.  Day bed (a sofa during the day and
a standard single bed at night time,
just remove the cushions at night and
you have a standard single bed)
Price: £169 - £255
 Under-beds (fit underneath most
bed frames. Great for that
unexpected guest, simply pull out and
lift so that the legs drop down) Price:
£99 - £169

30.  Wall bed ( a bed that is hinged
at one end to store vertically
against the wall, or inside of a
closet or cabinet)
Price: £249 - £899
 Folding chair (a light, portable
chair that folds flat, and can be
stored in a stack, row, or on a
cart) Price: £169 - £459

31.  Brand-name products - top quality, brand-name
goods.
 Easy ordering and helpful advice - just call or
leave a message.
 Fast FREE UK delivery - Usually within 14 days -
direct to your door.
 Easy returns - With our 7 day, hassle-free returns
policy.

32.  Working-age adults (male & female) with
relative low income (average household
income After Housing Costs (AHC) is £374 per
week)