As a consultant for All Floors Direct Ltd I will be investigating the business environment in which the company operates within. ...
All Floors Direct is a company, which specialises in Laminate, Real Wood and Engineered flooring they also specialise in Wall & Ceiling Panelling. ... 0 STRUCTURE OF THE MARKET
The structure of the market in which All Floors Direct operates in is a Competitive Market, where it competes with many other firms such as B & Q, Homebase, Floors-2-Go, Topps Tiles etc.
For All Floors Direct it was fairly easy to move in to this market with the right sort of financial support but are fully aware that it is much harder to stay in the market because of the competition with other firms such as B & Q and Homebase, which are well known household names and Floors-2-Go which is the most powerful competitor to All Floors Direct with over one hundred stores nationwide.
There is usually good knowledge of what is happening in this market by customers, due to the heavy advertising campaigns via local or national press/media by the flooring companies.
It is very possible for customers to move from these household names such as B & Q, Homebase and Floors-2-Go, but this will take time. All Floors Direct feel they can do this by offering a reliable and unrivalled customer service and by getting the better of their competitors in the quality of the range of products available and by beating them on prices, which would, to a great extent, be achieved by further enhancing their relationships with their existing and new suppliers.
All Floors Direct do realise that there is little room for market power but do believe that they can have a significant foothold in this market. There is also very little difference in the prices between the firms but All Floors Direct do realise that major household names such as B & Q may be able to afford larger discounts, simply because the larger stores can buy a lot more stock in bulk and also afford to have loss leaders.
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