Furniture

Exported Product:   Mesbah Furniture
Country of Exportation: France

Project Outline:

i. Company Product and Brand Analysis
ii. Strategic Planning
iii. Country Analysis
iv. Industry and Competitive analysis
v. Target Market
vi. Consumer Research Plan
vii. SWOT Analysis
viii. Problem Identification
ix. Marketing Objectives
x. International Entry Mode
xi. International Marketing Strategies
xii. Implementation Plan, Timeline & Budgeting
xiii. Financial Analysis
xiv. Evaluation & Control
xv. Appendices & References

Executive Summary:

i.   Company Product and Brand Analysis:
          Living in a world that has become governed mostly by materialism, humans have sought by all means to distinguish themselves through uniqueness and exclusivity from their counterparts. This in effect, has given rise to a vast array of unique products which symbolize status and prestige such as Ferrari’s in automobiles and Rolex’s in hand watches. The array of products has extended into the household specifically into the field of furniture where many companies have sought to label themselves as high-end products but would eventually fail; Misbah House would NOT fall into this category. Founded in 1964 by one of Egypt’s prominent architects, Adel Misbah, whom sought to incorporate his vast architectural knowledge into the design and manufacturing of matchless and exclusive furniture it has continued during the span of four decades of maintaining its notable reputation. Deciding to serve a particular market segment specifically the high-end consumers Misbah House has sought to specialize in the making of timeless Pharonic and Islamic furniture. Misbah House products are tailored to the needs of its target market offering a wide range of products from which preferences could be selected. To achieve quality in the furniture manufacturing process, the company has sought to employ the most experienced master craftsmen in Egypt, thus guaranteeing that each piece is...