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Published by: InterBiz Research & Consulting
Published: Feb. 27, 2007 - 90 Pages
Table of Contents
1. Executive Summary
2. Market segmentation and definition
3. Geographic concentration of industry
4. Market structure
4.1. Raw material
4.1.1. Availability of internal resources
4.1.2. The evolution of domestic consumption of wood, volume and value, 2002 - 2006
4.1.3. Supplying with raw materials. Suppliers. Prices. Analysis
4.2. Value chains in furniture industry
4.3. Market structure diagram
4.4. Key competitors
5. Analysis of target markets
5.1. Dwelling stocks, by environment (urban, rural), by rooms and habitable and occupied surface, 2002 - 2006
5.2. Dwellings finished, by type, surface, by environment and by county, 2002 - 2006.
5.3. Non-residential building stocks, 2002 - 2006
5.4. Non-residential building finished, by surface, 2002 - 2006
5.5. The analysis of trends in construction of buildings
6. Furniture market in Romania. Evolutions
market
6.1. Main features of furniture industry in Romania and trends.
6.2. Evolution of domestic market
6.2.1. Production of furniture, by sectors and subsectors, volume and value, 2002 - 2006
6.2.2. Import of furniture, by sectors and subsectors, volume and value, 2002 - 2006
6.2.3. Export of furniture, by sectors and subsectors, volume and value, 2002 - 2006
6.2.4. Apparent internal consumption of furniture, by sectors and subsectors, volume and value, 2002 - 2006
6.3. Sales of furniture in Romania
6.3.1. Analysis of offer and demand in Romania. Links. Trends
6.3.2. Domestic sales of furniture, by sectors and subsectors, volume and value, 2002 - 2006
6.3.3. Domestic sales of furniture, by segment: economic, medium, premium and by destination (residential, business), value, 2002 - 2006
6.3.4. Analysis of potential of exports, by destinations.
6.4. Importance of distribution channels
6.4.1. Domestic network of furniture distribution. Analysis. Regional development.
6.4.2. Identification and presentation of main networks and independent stores, by segment: economic, medium, premium
6.4.3. Analysis of competition of main stores/networks in accordance with services and offers for furniture/decorative goods and lateral competition (only by segments - kitchen furniture, bedroom furniture, living room furniture etc.)
6.4.4. Market shares of networks/stores, by segment: economic, medium, premium, 2004 - 2006
6.5. Competitive environment
6.5.1. Main indicators of furniture industry (no. of company, employment, total turnover, investments), by sectors, 2002 - 2006
6.5.2. Furniture industry, by county, 2004 - 2006
6.5.3. Market shares, by sectors and sub-sectors, value, 2004 - 2006
6.5.4. Presentation of main competitors, domestic and importers
6.6. Consumption and consumers. Profiling.
6.6.1. Main growth factors of consumption (eg: migration, divorces, marriages, new firms established etc.)
6.6.2. Evolution of residential consumption, by area, by type of family, value, 2002 - 2006
6.6.3. Evolution of business consumption, by activities, value, 2002 - 2006
7. Influence factors. Constraints. Trends
8. Opportunities to growth
9. Barriers
10. Forecasts of furniture market in Romania
10.1. Forecasts of sales, by sectors and subsectors, value, 2007 - 2011
10.2. Forecasts of sales, by segment (economic, medium, premium), value, 2007 - 2011
10.3. Trends in competitive environment
10.4. Trends in distribution channels
10.5. Identifying the best areas for sales of furniture
11. Access on EU market. Requirements. Distribution channels.
12. Strategic analysis of furniture market. Porter model (five forces)
13. Success strategies
14. Conclusions
AbstractFurniture market in Romania is on the way to explode. Between 2002 and 2006, furniture market registered a “two-digit” growth, and the forecast for 2011 show the same accelerate evolution reaching EUR 1.1 billion in retail.
In Romania the mid-range furniture is dominant, but in the near future the market will polarise into lower quality/price and higher quality/price sectors. This fact still offers good opportunities for many players.
According to InterBiz Group estimates, over the period 2002 - 2006, premium furniture (high end price) registered the highest growth rate due to increasing purchasing power and a greater offer originated from import.
The retailing of household medium furniture (middle price) became more contracted around top 5 players which increased their share in 2006. This is the result of increasing investments in retail chains of Mobexpert, Elvila and Staer. Romanian furniture manufacturers cover about half of domestic sales.
The year 2007 will bring the multinational on domestic market, which will increase competition. Thus, in March 2007, the first Ikea will be opened with an investment of EUR 25 million on 26,000 sq.m. This will influence local manfucaturers and the trend of “ready-to-assemble” furniture will emphasise.
Furniture market in Romania witness significant change and offer great opportunities. The differences between Romania and EU countries are huge. For household furniture, Romanians spent 10 times lower than average of EU 25.
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