European Expansion: Office
Furniture & Supplies Manufacturer
A North American-based office furniture and supplies manufacturer wanted to expand
its presence in Europe. The company believed that more Europeans were working
from home offices and wanted to attract those customers. They lacked the intelligence
capabilities to assess the general market for home office furniture and supplies
for each country, as well as lacking the research capabilities to obtain demographic
and economic development information about each country.
Consulting Services investigated the market
for home office furniture and supplies in each
European country. Using that market research data,
population growth projections, and economic development
data, KiF assessed
each country’s potential market and recommended
an expansion strategy.