7/28/2019 Case Study export

1/2

SUBJECT: Export Import procedures & Documents

CASE STUDY:Association of Danish Furniture Industries (ADFI)

The case study of Danish Furniture On-line factory is a good example of how to use the Internet forinformation and export marketing purposes. It shows that the Internet can be an important medium offurniture presentation as well as for initiating contacts to customers and suppliers.

The Danish furniture Industry is very competitive. When related to the small population of Denmark, Danish furnitureproduction and exports are quite significant on the global market, as the Association of Danish Furniture Industries(ADFI) claims. More than four fifths of the production is exported, making the furniture sector Denmarks sixth-largestexport industry. The furniture manufacturing industry in Denmark comprises around 1,300 companies. The Danishfurniture industry employs around 26,000 people, about 8,800 of those in firms with less than 50 employees.

Danish furniture manufacture can be divided into three main segments: furniture for the home, commercial andcontract furniture, and designer furniture.

Danish Furniture On-Line :The combination of advanced technology and technical competence makes productivity in the industry very high.Danish furniture is sold through a wide variety of channels, including Internet export. The most important furnitureportal is Danish Furniture On-Line, which is claimed to beone of Europes most important furniture gateways with links to more than 200 manufacturers

As early as 1996, when the Internet was just taking off, the ADFI introduced Danish Furniture On-Line(http://www.danishfurniture.dk). The driving force behind creating this online portal was to give the ADFIs membersopportunities to present their companies in a new electronic medium.

In its current state, the portal is a pleasantly designed website with five features: Manufacturers Index, the internet portal of the furniture trade; Magazine providing information about advertising Facts about Danish furniture industries, such as statistics on industry and market sizeand structure

Consumers tips, such as how to clean and maintain furniture adequately;

7/28/2019 Case Study export

2/2

ALL GROUP -Introduction of case

Group-2, 6, 11

Which type of export marketing organization is mentioned in the case?

Group-3, 7

Various business segments of Danish furniture manufacturers.

Group-4, 8

Explain Danish Furniture On-Line portal system

Group-5, 9State the features of portal designed website .