CSIL’s custom research can support in the selection of market opportunities and formulation of marketing strategies, through market assessment, analysis of demand features and identification of market trends.
RECENT EXAMPLES OF CUSTOM RESEARCH CONDUCTED FOR CSIL CLIENTS
THE SCREENING OF EMERGING FURNITURE MARKETS IN AFRICA, LATIN AMERICA, EURASIA
Geographical scope: Argentina, Ecuador, Uruguay, Panama, Costa Rica, Kazakhstan, Belarus, Azerbaijan, Georgia, Algeria, Albania, South Africa, Tanzania, Rwanda, Bangladesh, Myanmar, Sri Lanka , Ghana , Senegal , Pakistan.
Client type: Global furniture company
CSIL’s client identified 20 furniture markets worldwide with expected growth potential in the medium term. CSIL’s report included quantitative and qualitative assessment for each market, including information on demand drivers, industry features, the competitive system, main players, and the functioning of distribution channels.
The methodology consisted of desk analysis and review of sector information, integrated with direct interactions with sector stakeholders (manufacturers, suppliers, retailers, architects, sector associations) who were interviewed by CSIL’s team of market researchers.
ANALYSIS OF FURNITURE DISTRIBUTION CHANNELS TO SUPPORT MARKET ENTRY STRATEGIES
Geographical scope: Worldwide
Client type: European furniture sector association
CSIL’s client, a European furniture association supporting the international expansion of its members, required a worldwide mapping of the main distribution channels in the private and professional furniture markets. CSIL designed a focused and interactive database quantifying the market share of each distribution channel, its evolution over the last ten years and the prevailing criteria featuring the purchasing process. The database was conceived to be interrogated at a country level and by sub-segment: residential, office, hospitality, healthcare, and education. Distribution channels monitored:
- B2C market: specialized/non-specialized retail, e-commerce, direct sales, others
- B2B market: interior&contract, government procurement, wholesale, others
The methodology was based on statistical processing of sector data, literature and websites review and field analysis gathering 100 semi-structured interviews with retail trade operators and other relevant stakeholders active on the market.
IDENTIFICATION OF MARKET OPPORTUNITIES FOR ITALIAN FURNITURE EXPORT IN THE GULF AREA
Geographical scope: The Gulf area (Emirates, Saudi Arabia, Oman, Qatar, Kuwait, Bahrain)
Client type: Trade Association
CSIL’s client required a focused analysis of the furniture market in the Gulf area to evaluate the market opportunities and the potential for future growth of Italian companies. CSIL provided an overview that included market forecasts, CSIL estimates of the present and prospective market share of Italian furniture products on the market, a mapping of main players in the competitive system, features of the local purchasing process and the perception of Italian products among local distributors and specifiers.
The methodology consisted of data processing and forecasting, and interviews to a selected panel of local players.
ANALYSIS OF MARKET PERSPECTIVES OF PVC/PU COATED FABRIC IN THE EUROPEAN SEATING SECTOR
Geographical scope: Europe
Client type: Supplier to the furniture sector
CSIL’s client required an analysis of the market of coverings in the EU seating sectors. CSIL estimated the market share of PVC/PU coated fabric in comparison to alternative options (leather, fabric) used for upholstered furniture, office and contract environments, aircrafts, busses, trains, and marine seating. Market quantification was integrated with a qualitative analysis of the technical, aesthetic, and economic factors driving sales of each type of covering (e.g. antibacterial properties, cleanability, design options, price, sustainability, etc.)
The methodology consisted of focused interviews and a structured online survey of 150 interviews with furniture producers and transport seat manufacturers investigating their preferences and sourcing criteria.
IDENTIFICATION OF EXPORT OPPORTUNITIES IN THE EUROPEAN WINDOWS AND DOORS MARKET
Geographical scope: Europe (Austria, France, Switzerland)
Client type: European sector association
The client required an assessment of the potential market for Italian windows and doors export in some target European countries: Austria, France and Switzerland. CSIL processed analysis of demand drivers, product and price trends, construction industry’s specifications, supply and distribution chain functioning (direct sales, wholesalers, DIY, timber and building merchants). The analyses identified potential entry barriers, including the existence of specific technical standards and specifications.
The methodology consisted of the desk review of sector information and focused interviews with the support of a staff of experts and skilled interviewers.
TECHNICAL MARKET ANALYSIS FOR WOOD-BASED PANEL PRODUCTS IN MOZAMBIQUE
Geographical scope: Africa
Client: AFDB – African Development Bank
The client, AFDB-African Development Bank, requested that CSIL identify potential markets for MDF Medium Density Fiberboards produced in Mozambique. CSIL carried out a market assessment of end-user industries (e.g. furniture, flooring, others) in Eastern Africa, quantifying the value of wood-based panels that could potentially be absorbed in the medium term. The most promising export markets were identified, together with external factors that might limit or negatively affect the delivery process and the efficient working of the supply chain (e.g. logistics). CSIL also supported the client in the formulation of a commercial entry strategy.
ASSESSMENT OF THE SIZE OF THE WOOD COATING MARKET IN FRANCE
Geographical scope: France
Client type: Large chemical company
The client required a quantitative assessment of the wood coating market in France, segmenting it by main destination: furniture, flooring, windows and doors, and cladding and estimating the usage (in tons) in each industry. The study included an in-depth analysis of the factors affecting wood coating usage, including product features, technical aspects, technologies adopted, and industrial preferences.
The methodology consisted of an extensive survey through a semi-structured questionnaire directed to a panel of main players along the supply chain: suppliers, manufacturers, retailers, architects, specifiers.
SUPPORT FOR MARKET EXPANSION INTO THE CAMPING TENTS SECTOR
Geographical scope: France and Germany
Client type: Large technical textile manufacturer
The client, a technical textile supplier active in the furniture sector, was evaluating the entry into the market for camping tents and required an overview of this sector. CSIL provided a detailed study quantifying the market, the main demand determinants, the mapping of the competitive system and its main players and the breakdown of materials used, including polyester, nylon, polycotton, cotton
The methodology consisted of desk analysis and elaboration of data retrieved from trade associations, sector press, companies’ publicly available information. CSIL’s team of researchers interviewed camping tents manufacturers, retailers, sector suppliers, and associations.
ANALYSIS OF THE MARKET PERSPECTIVES FOR GLASS MOSAIC IN EUROPE AND SOUTH AMERICA
Geographical scope: Europe and South America
Client type: Large glass mosaic manufacturer
The client, one of the largest and most famous glass mosaic brands in the world, was evaluating its position in the flooring-wall market and its potential for growth. CSIL provided an analysis of the market share of glass mosaic and its competing materials (Ceramic, Textile, Wood, etc.). CSIL also analyzed the perception of the client’s brand among a selected panel of distributors, specifiers and architects.
The methodology consisted of interviews with architectural studios and retailers, and store visits in a selection of main cities in Europe and South America.
SUPPORT FOR THE FORMULATION OF A MARKET ENTRY STRATEGY FOR CANADIAN HARDWOOD
Geographical scope: Europe
Client type: Natural Resources Canada
National Resources Canada and the Ontario Ministry of Natural Resources commissioned CSIL for a study aimed at supporting their international marketing activities. CSIL analyzed, across EU markets, the perception of Canadian hardwood among present and potential users and eventually finding out which strategies could have been implemented by Canadian stakeholders – namely the Ontario Wood Products Export Association and the Québec Wood Export Bureau – to regain market shares in Europe. Qualitative issues were investigated in-depth, including product design, sustainability, technical wood features, consumers’ perceptions.