1. PREPARED FOR
DR. A. K. M. SAIFUL MAJID
Professor
IBA, Dhaka University

2.  Experiencing export business
 Uses Vinyl board as raw material and Oak
wood as frame. Also use metal framing
 Four fully owned show rooms in Dhaka
 Furniture for household use
 Prices are 100% fixed while they offer 5-15%
discount on different occasions
 Customer database
 Sell decorative show pieces

3. Strengths:
 Loyal employees:
 Attractive design
 Material quality
 Better finish
 Loyal customers
 Inventory management
Weakness:
• No customization
• No interior decoration
option
• Lack of advertising

4. Opportunities:
 Growing furniture
market
 Export market
 Low labour cost
 Office furniture
 Eco-friendly
Threats:
• Traditions
• Import dependency
• No tax incentive
• Shortage of electricity
supply

6.  A little power of
Bargaining
 Mainly Fixed price
 Offers discount
 Suppliers mainly from
China
 Work in Brothers and
compete with other
suppliers

7.  High in small and
midsize cities
 Not easier in
Dhaka
 Must have to keep up
with the latest
trends, to avoid
becoming out of style
 Wooden furniture
makers

8.  Offer slightly different styles and
functionality
 Hatil Furniture as biggest competitor on
same field
 In case of Wooden furniture Akhter
Furniture

10. 1. Political Factors:
The country’s political situation affects the company somewhat
moderate extinct. Due to political unrest customers had problem
in coming; but whenever the situation was better the sales was
normal.
2. Economic factors:
Whether the company has any plans for future expansion
internationally, could not be known and it certainly is not fearing
any international company to bombard its business, as it is
concentrating mainly on the local companies as its immediate
competitors (e.g. HATIL, AKHTER).
3. Socio-Cultural Factors:
The company’s main customers are mostly over 30 years of age,
coming from upper-middle class to upper class families.

11. 4. Technological Factors
Technology plays a very important role in the furniture
business. Its factory contains the up-to-date technology
available in our country right now and it is thinking of
upgrading to some foreign technologies if possible.
5. Legal Factors
The company follows the legal policies accordingly. However,
any further enlightment on its internal legal issues could not
be investigated.
6. Environmental/Ethical/Ecological
Following the amount of terrestrial area in Bangladesh and the
number of companies existing, it is getting harder and harder
for furniture companies to survive.