analysis of target market&competitors&substitutes of folding beds in germany
DESCRIPTION
Analysis of target market&competitors&substitutes of folding beds market in GermanyTRANSCRIPT
SPRINT 1 “TARGET AUDIENCE ANALYSIS”GOAL 1: TARGET AUDIENCE GROUPS AND THEIR FEATURESGERMANY
Team 1 Daria BezkorovainaEugene VolykMaria KorzhenkoOlha Lapii
MACROECONOMIC INDICATORS
Total GDP (PPP) - $3.338 trillion (2014) GDP per capita - $41.248 (2014) CPI – 107.0 (Sep/14) Inflation – 0.8 (Sep/14) Unemployment – 4.9 (Aug/14) Average salary per month – 2824 EUR (Q3
2013)
PURPOSES OF USE OF BEDCHAIRS
camping fishing/hunting country houses, gardens (for leisure) as a spare sleeping place
TOP MARKETS FOR FISHING AND CAMPING BEDCHAIRS
COUNTRIES – MAIN MANUFACTURERS OF BEDCHAIRS
TARGET AUDIENCE IN GERMANY DEPENDING ON PURPOSE OF USAGE:
Camping, fishing/hunting: man and woman aged 20-40, married or not, with average level of income (2000-4000 EUR per month) who prefer active style of life; fishermen and young travelers
Leisure & Rest (country houses, gardens), as a spare sleeping place: man and women aged 18-45 (if used in the garden – may be also retired), both low and average level of income (1000-3000 EUR), people who have small apartments or country houses
COMPETITORS: PRICE RANGE
Maximum price, EUR
315, 45
Minimum price, EUR
17,95
Average price, EUR
130,16
DISTRIBUTION OF COMPETITORS’ FOLDING BEDS BY PRICE SEGMENT, %
PRODUCTS-SUBSTITUTES
1) Camping, fishing/hunting: sleeping-bag sleeping pad air bed 2) Country houses, gardens (for leisure): chaise longue air bed hammock3) As a spare sleeping place: air bed chair-bed guest mattress
SUBSTITUTES (LEISURE & REST): CHAISE LOUNGES
SUBSTITUTES (LEISURE & REST): DISTRIBUTION OF CHAISE LOUNGES BY PRICE, %
SUBSTITUTES (LEISURE & REST): DISTRIBUTION OF HAMMOCKS BY PRICE, %
SUBSTITUTES (SLEEPING PLACE): GUEST MATTRESS
SUBSTITUTES (SLEEPING PLACE): DISTRIBUTION OF GUEST MATTRESSES BY PRICE, %
SLEEPING BAGS (camptz.de)
SUBSTITUTES (CAMPING & FISHING): DISTRIBUTION OF SLEEPING BAGS BY PRICE, %
AIR BEDS (camptz.de)
SUBSTITUTES (CAMPING & FISHING; SPARE SLEEPING PLACE; LEISURE&REST): DISTRIBUTION OF AIR BEDS BY PRICE, %
COMPARISON OF AVERAGE PRICES FOR SUBSTITUTES AND BEDCHAIRS IN GERMANY
Title Average price, EUR
Bedchair 130,16Hammock 77,41Air bed 69,23Guest mattress 148,11Sleeping bag 94,76Chaise lounge 78,79
WOODEN
OBI
Amazon
PLASTIC (amazon.de)
WOODEN
METAL
PRODUCTS-SUBSTITUTESOBI
Amazon
COMPETITORS: PRICES
Maximum price, EUR
469,55
Minimum price, EUR
2,82
Average price, EUR
53,79
THANK YOU FOR ATTENTION!