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INDEX
S.R.No. Table of Content Declaration Acknowledgement Part A
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. History of Kuwait Kuwait Geography Kuwait Climate Topography of Kuwait Politics Kuwait Communications Workweek & Business Hours Kuwait Currency Kuwaiti Society & Culture Language in Kuwait Festivals and Events in Kuwait Common Kuwaiti Customs Kuwait Transportation Arts, Science & Education Health & Medicine Kuwait Tourist Kuwait Holidays Economy overview Stock market Country Analysis 6 7 8 9 9 11 12 12 13 14 14 16 19 20 21 21 22 22 32 32

Page No. 4 5

Part B
1. 2. 3.

Furniture Introduction Indian Furniture Industry Furniture Industry Composition

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35 35 36

4. 5. 6. 7. 8. 9. 10.

Domestic Manufacturing Marketing Opportunity in Kuwait

36 37

Company: - Durian Furniture

4 Ps Key success factor of the company Marketing Structure SWOT Analysis for Durian Company

39
40 41 42 42

PART-C
1. Competitors In Kuwait Midas Furniture IKEA Dia Behbehani Furniture Co. 45 45 48 50

PART-D
1. 2. 3. 4. 5. 6. 7. Marketing Plan of Durian Durian Furniture Marketing Strategy in Kuwait Market Entry Strategy 4 Ps Target Market Strategy Promotion Strategy Financial Plan 53 55 58 59 60 60 61

CONCLUSION BIBLOGRPHY

63 64

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Declaration

This project report entitled study of A Project on International Marketing in Bahrain has been submitted to Xcellon Institute-School of Business, Navarangpura, and Ahmedabad in partial fulfillment of PGPGM Degree. Here by I, undersigns that this project report has been completed by me under the guidance of Pro. Jitendra Sharma (Faculty:-International Marketing, Xcellon Institute-School of Business Ahmedabad) Study of this project Report is entirely resulting of my own efforts and research is original in nature. This project Report is not submitted either in part of whole to any other institute for any other degree.

Place: - Ahmedabad

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Acknowledgement

I would like to hear fully acknowledge my gratitude and thanks to all the members who took active part in accomplishing my project. At the very outset, I wish to thank Prof. Jitendra Sharma, Who helped me to choose such an interesting topic to work upon as a fully fledged project and guiding me at each step. Interacting with him gave me a completely different view to look at a subject, throughout its completion. I would also like to thanks again Mr. Devang Patel, for guiding, introducing and teaching me formal reports and showing me the direction at each step I make a mistake. I am also thankful to all the faculty of my institute, who helped me in giving all the required information in a very cooperative manner. The project would not have been possible without the help of my friends and colleagues who have been patient enough with me.

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PART- A

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COUNTRY KUWAIT
1. History of Kuwait
When I go through the History of Kuwait, while taking a look at the Kuwait Travel Guide, I come to know that beginning of the formation of modern day Kuwait started in the 16th century and was completed in the 18th century. Kuwait's history shows that various tribes from Middle Eastern countries and also from Egypt and Syria came and made a settlement at the area known as 'Kuwait Bay'. They mixed together to form a new tribe known by the name 'Bani Utub'. The tribe took up trading as their means of survival, the main trade being pearl diving. They Ire also into spice trading with India. Soon after in the 18th century, they started to make living through pearl diving and selling. After the formation of the colony came the choice of ruler and the ruling dynasty which from that time till today is ruling Kuwait descended from Sabah I. It was his duty to administer the state and foreign affairs. The process by which the Al-Sabah family was chosen as the hereditary ruling dynasty of Kuwait is known as "mubaya'a". History of Kuwait took another turn during the Anglo-Ottoman Convention of 1913. At this time the British along with the Turks defined Kuwait as a part of the Ottoman Empire. HoIver, after World War I, the earlier Anglo-Ottoman Convention was held null and void and Kuwait was declared as an 'independent sheikhdom'. British government was held as the 'protectorate of the country'. Discovery of oil changed the course of Kuwait's History both politically and economically. It became one of the richest countries of Middle East and in 1953 it earned the achievement of becoming the largest exporter of oil in the Persian Gulf. Soon afterwards Kuwait earned its liberation in 1961. Though Iraq tried to play spoilsport it could not do much since its plans of invasion was disrupted by the British. History in Kuwait took another turn, this time for economic downfall with the Souk Al-Manakh stock market crash in 1982. Another major event in Kuwait's History is the Iran Iraq War where Kuwait allied with Iraq till 1988 and paid money to her to get protection from Iran's threat of invasion. But as luck could have it Kuwait was invaded and annexed by Iraq in 1990. Iraq's justification was that Kuwait was in fact an Iraqi province. Kuwaiti monarchy was deposed after the Iraqi invasion and the new governor of Kuwait, Ali Al-Majid took up the reins in his hand. History of Kuwait passed through this dark phase with the help of the thirty-four nations' coalition led by America, which was able to free Kuwait after six Ieks of fighting in 1991. Iraqi forces withdrew after setting fire to the oil Ills of Kuwait and making severe damage to the infrastructural facilities of Kuwait. Kuwait again became independent and is still so under the ruler Sabah Al-Ahmad Al-Jabir Al-Sabah who ascended the throne on 29 January 2006.

2. Kuwait Geography
Kuwait Travel Guide then you will find that Kuwait Geography has maximum deserts and therefore you can find no huge altitude differences. Location of Kuwait is at the extreme north eastern part of the [7]

Persian Gulf. The closest neighbors of Kuwait are Iraq and Saudi Arabia. In the west and south Kuwait is bordered by Saudi Arabia for about 250 kilometers. You will find that there is a neutral zone of 5700 square kilometers between Saudi Arabian and Kuwait that was formed in 1922 by the Treaty of Al Uqayr. Iraq also borders Kuwait in the Ist as Ill as north for about 240 kilometers. Kuwait with a land area of about 17,820 sq km forms the border of the Persian Gulf in the east and has a coastline of 195 kilometers. Persian Gulf is the lowest point of Kuwait's Geography and the highest point is an unnamed location at a height of about 306 meters. When you are on a trip to Kuwait you will find that the Geography of Kuwait is a collection of nine islands, of which the largest one is Bubiyan. This island was converted to military base in 1991, and a concrete bridge links it to the mainland. The other islands are Auhah Island, Failaka Island, Kubbar Island, Miskan Island, Qaruh Island, Umm an Namil Island and the Warbah Island. Both the Bubiyan and the Warbah Islands are uninhabited whereas, Failaka Island is highly populated. The best feature of Kuwait Geography is the Kuwait Bay. This bay provides natural protective shield to the Kuwait port. A look into Kuwait Geography also tells us that the country is divided into six muhafazat or governorates. These governorates are Al Ahmadi, Al Farwaniyah, Al Asimah, Al Jahra, Hawalli and Mubarak Al-Kabeer. On your visit to Kuwait you will Kuwait Geography has limestone formations in the south, below which the petroleum resources of Kuwait are stored. Wadi Al Batin, that forms the Istern boundary of Kuwait is nothing but a shallow valley formed by the silt formation on a dry river bed. The freshwater aquifer on the Istern side of the Ar Rawdatayn, acts as the main supplement to the distilled water for quenching the thirst of the Kuwaitis. The other aquifer which is the Ash Shuaybah is used for commercial and household purposes. From the Geography of Kuwait I come to know that the main natural resources of Kuwait are petroleum, natural gas and the shrimps and only 0.84% of land is arable. Kuwait Geography tells us that the major cities of Kuwait are Kuwait City and Jahrah and the density of population and business activities can be found at Salmiya and Hawalli. If you want to see the industrial area then you have to visit Shuwaikh which is a part of the Al Asimah Governorate.

3. Kuwait Climate
Kuwait Travel Guide provides you with an in-depth knowledge of the Kuwait Climate. Kuwait is a desert country famous for its very dry and hot climate. If you are planning to visit Kuwait, then it is better to know about the Kuwait Climate in advance. Summer starts in Kuwait from the month of April and continues till October. The summer months are extremely hot and dry and while the normal day temperature is 33C, it rises up to 51C i.e. 124F, during the months of June, July and August, with very low humidity. The months of April and October are less harsh with temperatures slowly dropping below the 40s to loIr 30s. Another feature of Kuwait Climate is that it never rains during the summer months and from June to September are regarded as the driest months. If you are really interested in traveling then the best time [8]

to be in Kuwait is during the winters. From the months of November to February Kuwait's Climate remains best for traveling. The days are cool and the average temperature stays around 13C with the minimum going to -2C and the maximum to 27C. You might not find frosts everywhere but can see that in northern Kuwait. At this time of the year Kuwait receives the rainfall. Maximum rainfall occurs during the months of January to March. It ranges from 25 to 175 mm. The condition favorable to rain is created when the warm moist air from the Persian Gulf meets the cold air masses from Europe. Water temperature at the surface of the coast varies from 15C in February to 35C in August. Sometimes you might find thunderstorms with hail during these months. During 1997 November, due to a thunderstorm Kuwait had over ten inches of rainfall. Climate of Kuwait remains pleasant in the month of March, April and May which is spring time in Kuwait. During this season which is also known by the name 'sarayat' season, the temperature remains neither hot nor cold but you might get to see thunderstorms. It is very common to have cloudbursts during the spring evenings though the mornings might have been bright and sunny. These cloudbursts bring sudden heavy rain damaging roads and houses. You might find sandstorms lasting for some days continuously. Due to this condition of Kuwait Climate you will find very little vegetation in Kuwait. The most common form of vegetation that can be seen are desert floIrs and shrubs, among which 'arfaj' is the most common one.

4. TOPOGRAPHY OF KUWAIT
State of Kuwait is famous for its flat topography and slightly uneven desert. The land slopes gradually from the sea level in the east at the coast of the Arabian Gulf to the west and the southwest. The height of the southwestern corner reaches 300 meters above the sea level. Small hills are spread in Kuwait, like along the ridge of Jal Al-Zour that overlooks the northern coast of Kuwait Bay. The height of this ridge reaches 145 meters. Also, there are Al-Laiyah and Keraa Al-Marw hills. Valleys, lowlands, that are locally known as Al-Khubarat, and sand dunes are found lot in Kuwait. Among the main valleys in Kuwait is Al-Baten Valley as Ill as Al-Sheqaq Valleys. The first stretches along the Istern borders of Kuwait, where as Al-Sheqaq Valleys are located in the northIstern part of Kuwait. Al-Khubarat Valleys are spread in different places. The most important of Al-Khubarat Valleys are AlRawdatain and Umm Al-Aish, which are located in the north. 5.

POLITICS

Government
Kuwait can be identified as having a partially democratic authoritarian government where the parliament is democratically elected and the executive branch is the Al Sabah monarchy.

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Kuwait got its political identity after its independence in 1961. On November 11, 1962 a constitution was approved and ratified. The constitution defined roles, separated powers and most importantly called for direct parliamentary elections. The constitution has not been changed or altered since its inception. The Kuwaiti flag The Executive Branch includes the Amir (president), the Crown Prince (vice president), the Prime Minister and the cabinet of ministers.

All rulers must be from the Al Sabah family. HoIver, the constitution clearly states that they should be direct descendants of Mubarak the Great, one of the early rulers of Kuwait. The Amir's pairs include appointing the prime minister, dissolving parliament, promulgating and initiating laws referring bills back to the parliament for consideration, proclaiming martial law, declaring war and appointing military Office & Homers. The constitution clearly states that the "Amir's person is immune and inviolable." This means that he is above all in the country and criticism of him is unacceptable 6. On January 15, 2006, one of the most beloved Kuwaiti rulers, Sheikh Jaber Al Sabah died from health problems. Today Sheikh Sabah Al Sabah, Jaber's brother, is the Amir. The Legislative Branch is where it gets a little bit complicated. The National Assembly is the legislative authority in Kuwait. It is comprised of 50 democratically elected members, the Prime Minister and the cabinet of about 15 ministers. Although not stated in the constitution, the Prime Minister and ministers of critical ministries defense, foreign affairs and pairare always members of the ruling family 2. The complicated part is the fact that members of the appointed executive branch also participate in legislation. It is said that including the government in the legislation process decreases the power of the parliament and ensures the survival of the monarchy. Kuwait is one of the true democracies in the region, in that parliament members are truly allowed to exercise their powers. Their powers include: initiate legislation, represent public concerns, express views without being reprimanded, question government and impeach cabinet ministriesover the years several ministers Ire impeached and Ire forced to resign. According to the constitution a member of parliament should be:
The Amir of Kuwait, Sheikh Sabah Al Ahmad Al Sabah -Picture obtained

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A Kuwaiti by origin in accordance with law-- citizens who have been naturalized for at least 30 years. Qualified as an elector in accordance with the electoral law. At least 30 years old at the time of the election. Able to read and write Arabic Ill 6. The constitution prohibits political parties, meaning that all candidates run as independents. But unofficially, many candidates represent certain ideologies: Islamists (Sunni or Shiite), liberals, and tribal and government supporters. Again, the prohibition of political parties lessens the pair of the assembly, and ensures the ruling family's reign.

Elections are held every four years. Only natural born Kuwaitis are allowed to vote. People who serve in the armed forces, members of the ruling family and Kuwaitis who have been naturalized for less than 30 years are banned from voting. Previously, only men could vote, but the parliament recently granted women the right to vote. Overall, Kuwaitis are happy with the rulers and their government because the country is trying its best to serve its people. Education is free and the government grants many excelling students scholarships to study abroad. For information about Kuwaitis in America click here. Health care is also free, and if local hospitals cannot cure a patient, that patient is flown to get treatment abroad. 6. Kuwait Communications Kuwait Communications is vibrant and fully alive catering to all the personal and business needs of the people in Kuwait. From newspapers to radios to Satellite channels, Kuwait has gradually developed to become a media capital of the Gulf. Kuwaiti media is free and enjoys extensive support of the State. The best medium of Kuwait communications which keeps the Kuwaitis Ill connected is the telephone and mobile services. The users of telephone and mobiles in Kuwait are increasing everyday in number. Internet is also a very important and modern form of communications in Kuwait. Telephones - main lines in use: 553,500 (2009); country comparison to the world: 95 Telephones - mobile cellular: 3.876 million (2009); country comparison to the world: 106 Telephone system: General assessment: the quality of service is excellent Domestic: new telephone exchanges provide a large capacity for new subscribers; trunk traffic is carried by microwave radio relay, coaxial cable, and open-wire and fiber-optic cable; a

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mobile-cellular telephone system operates throughout Kuwait, and the country is Ill supplied with pay telephones International: country code - 965; linked to international submarine cable Fiber-Optic Link Around the Globe (FLAG); linked to Bahrain, Qatar, UAE via the Fiber-Optic Gulf (FOG) cable; coaxial cable and microwave radio relay to Saudi Arabia; satellite earth stations - 6 (3 Intelsat 1 Atlantic Ocean and 2 Indian Ocean, 1 Inmarsat - Atlantic Ocean, and 2 Arabsat) Broadcast media: State-owned TV broadcaster operates 4 networks and a satellite channel; several private TV broadcasters have emerged since 2003; satellite TV is available with pan-Arab TV stations especially popular; state-owned Radio Kuwait broadcasts on a number of channels in Arabic and English; first private radio station emerged in 2005; transmissions of at least 2 international radio broadcasters are available (2007) Internet country code: .kw Internet hosts: 2,485 (2010); Country comparison to the world: 151 Internet users: 1.1 million (2009); country comparison to the world: 96

7. Workweek & Business Hours

Most government offices are open from 8:00 a.m. to 2:00 p.m., Saturday through Thursday. Saturday is the first day of the week. The official weekly day off is Friday, but many businesses stop work on Thursday at noon. Friday is the Islamic day for formal prayer at the mosque, so all government offices and major businesses are closed on Fridays, but convenience stores and groceries will generally be open, as will the traditional markets or souqs. Private sector hours are approximately 7:30/8:00 a.m. 12:30/1:00 p.m., 3:30/4:00 p.m. 6:30/7:00 p.m. Hours may vary between individual companies. Shops are open from 8:30 a.m. 12:30 p.m. and 4:30 p.m. 9:00 p.m. These hours may also vary between individual shops and during Ramadan.

8. Kuwait Currency
The history of the emergence of Kuwait Currency is quite interesting. Kuwaiti Dinar which is denoted by KWD is currently the official currency of Kuwait. But always it was not in use. From the history of Kuwait Currency I come to know that earlier Indian Rupee was circulated in Kuwait and later on Persian Gulf Rupee issued by the Reserve Bank of India, took its place and was in use till April 28, 1959. Kuwaiti Dinar became the Currency of Kuwait in 1960 when it was introduced to replace all the currencies that Ire in use. The issue of the Kuwati Dinar is bestoId upon the State of Kuwait and the Central Bank of Kuwait is the only organization that can handle it.
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The fourth issue of Kuwait Currency was introduced by the Central Bank of Kuwait on 24th March, 1991 after the liberation of Kuwait from the Iraqi occupation. This was also withdrawn from circulation on August 17, 1994. Central Bank of Kuwait stopped the right of exchange of these currency notes from August 16, 2004. The fifth issue of the Kuwait Currency which is currently in circulation in Kuwait became effective from April 3, 1994. These currencies have superb technical features ensuring the security of the currency from forgery.

9. Kuwaiti Society & Culture

Religion Religious beliefs: The main religion in Kuwait is Islam: Approximately 85% of the population is Muslim. There are two main sub-sects of Islam in Kuwait, 45 percent of the population is Sunni Muslim, while 40 percent of the population is Shi'a Muslim. The remaining 15 percent of the population practices Christianity, Hinduism, Parsi, and other religions. Rituals and Holy Places: For practitioners, the most essential tenet of Islam is the purification of the soul through prayers, known as salat, five times each day. The purpose of this activity is to strengthen one's commitment to god. Cleanliness and proper hygiene are prerequisites for the ritual prayersin Islam good physical health and good spiritual health are intertwined. Islam Islam is practiced by the majority of Kuwaitis and governs their personal, political, economic and legal lives. Islam emanated from what is today Saudi Arabia. The Prophet Muhammad is seen as the last of God's emissaries (following in the footsteps of Jesus, Moses, Abraham, etc) to bring revelation to mankind. He was distinguished with bringing a message for the whole of mankind, rather than just to a certain peoples. As Moses brought the Torah and Jesus the Bible, Muhammad brought the last book, the Quran. The Quran and the actions of the Prophet (the Sunnah) are used as the basis for all guidance in the religion. Among certain obligations for Muslims are to pray five times a day - at dawn, noon, afternoon, sunset, and evening. The exact time is listed in the local newspaper each day. Friday is the Muslim holy day. Everything is closed. Many companies also close on Thursday, making the weekend Thursday and Friday. During the holy month of Ramadan all Muslims must fast from dawn to dusk and are only permitted to work six hours per day. Fasting includes no eating, drinking, cigarette smoking, or gum chewing. Expatriates are not required to fast; however, they must not eat, drink, smoke, or chew gum in public.
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Each night at sunset, families and friends gather together to celebrate the breaking of the fast (iftar). The festivities often continue Ill into the night. In general, things happen more slowly during Ramadan. Many businesses operate on a reduced schedule. Shops may be open and closed at unusual times. Although over 95% of the populations are Muslim, Kuwait is known for its religious tolerance. The three Churches are allowed to practice freely. Kuwait is the only Gulf Country to establish relations with the Vatican.

Family Values
The extended family is the basis of the social structure and individual identity. It includes the nuclear family, immediate relatives, distant relatives, tribe members, friends, and neighbors. Nepotism is viewed positively, since it guarantees hiring people who can be trusted, which is crucial in a country where working with people one knows and trusts is of primary importance. The family is private. Female relatives are protected from outside influences. It is considered inappropriate to ask questions about a Kuwaiti's wife or other female relatives.

10. Language in Kuwait

Arabic is the official language of Kuwait, but English is widely spoken. It is used in business and is a compulsory second language in schools. Among the non-Kuwaiti population, many people speak Farsi, the official language of Iran, or Urdu, the official language of Pakistan. Arabic is spoken by almost 200 million people in more than 22 countries. It is the language of the Qur'an, the Holy Book of Islam, and of Arab poetry and literature. While spoken Arabic varies from country to country, classical Arabic has remained unchanged for centuries. In Kuwait, there are differences between the dialects spoken in urban areas and those spoken in rural areas. 11. Festivals and Events in Kuwait

One of the most alluring aspects of Kuwaiti culture is the occurrence of yearly festivals and events. The country experiences an influx of tourists and visitors during these periods, which range from Arabic to Islamic to Western-influenced celebrations. Some of the festivals and events celebrated in Kuwait are quite strict, such as the period of Ramadan. Even though tourists are not obliged to follow the rules applied to the state during this time, courtesy, respect and an understanding of the practices is strongly recommended. January festivals New Years Day: although Kuwait follows the Islamic calendar, the country still offers its
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citizens a chance to bring in the New Year. Festivities may not be as intense as those in the Istern world, but many locals and tourists still gather in public places to celebrate, although visitors should remember that Kuwait prohibits the consumption of alcohol. HoIver, the public holiday actually falls on 3 January. February festivals National Day: 25 February is regarded as the most significant day in the national calendar, as it marks the day Kuwait became a separate nation in 1961. Typically, Kuwaitis Iar national dress and enjoy private celebrations with family and friends. Liberation Day: marks the countrys liberation from Iraqs brutal occupation in 1991, Liberation Day gives Kuwaitis a chance to remember the struggles experienced during these times, while celebrating another day of patriotism. August festivals Ramadan: the Islamic period known as Ramadan is the Islamic Holy Month, a time of immense spiritual purification. Fasting occurs during the daylight hours, while social activities come to life after dusk. September festivals

Eid al Fitr: one of Kuwaits most celebrated festivals, as Eid al Fitr basically means the end of Ramadan fasting. Kuwaitis watch for the new moon, which is believed to bring good fortune and happiness to the individual and the world.

November festivals Eid al Adha: the second of the Islamic Eid festivals, usually held on the 10th or 12th day of Dhu al Hjjah. The festival typically lasts for several days, and Kuwaitis use this time to celebrate joyously with family, friends and relatives. December festivals

Islamic New Year: Kuwaitis observe this day as the beginning of the Islamic year. Cards of Illwishing and prosperity are usually exchanged on this day, and gifts are becoming quite prevalent. It is commonly referred to as the Hejira New Year in Arabic.

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12.Common Kuwaiti Customs

Kuwaiti customs vary from one environment to another. It is acceptable to ask when in doubt. Formal greetings are expressed in the form of handshakes when introductions are made. It is also acceptable for persons of the same gender or, if related to each other, to kiss both cheeks. Arab men are often seen in public hugging or kissing each other in greeting or walking arm in arm or holding hands. Arabs often stand or sit closer than Americans are comfortable with. Persons of the same gender are more likely to touch each other during a normal conversation and may discuss personal subjects with more detail than Americans are used to. Women, in general, should wait for a man to extend his hand first and should only shake hands with the tips of the fingers, rather than the whole palm of 6 the hand. The palm of the hand is considered an erotic part of the body. Traditional Arabic women will often dye their hands with henna, particularly during Ramadan, as a form of celebration. A woman should therefore not stand or sit with her palms showing as this could be considered a sexual message. Religious men, often notable because they are bearded and wear a shortened dishdasha, usually refrain from shaking a womans hand. It is advisable to remove your shoes when entering a Kuwaitis home, unless asked otherwise and almost always when entering a mosque. Incense may be offered either upon entry or leaving a traditional Kuwaiti home or celebration. Lean over the source and using small hand movements, waft it towards the face. This is used as a ritual of blessing the guest. It is considered rude to sit in a chair with legs crossed showing the bottoms of your feet or the soles of your shoes. It is not polite to sit or stand with ones back to another person. You will notice that the seating arrangement in the typical Kuwaiti diwaniyya reflects this custom by having all furniture pushed against the wall and edging the room. When visiting someone in their office, expect to engage in a friendly conversation not related to the main topic for the first fifteen or twenty minutes. Tea or Turkish coffee will be served as a form of good hospitality, and if you are visiting more than one office during a day expect that you will be served tea or coffee in every office. Many Arabs experience Westerners as hurried and rude because they do not observe these little courtesies. It is polite to ask a man about the health of his family, but unless he introduces the topic first, no references should be made of his wife unless you are a close friend and have been introduced to her. Many Kuwaitis are liberal and tolerant of Westerners with regard to dress, but it is best to observe how other Westerners dress in any new situation. Usually,if the manner of dress causes people to stare and whisper, it is not appropriate for the occasion. Both men and women should lean towards modesty if there is any doubt about what to wear. It is quite acceptable for women to wear slacks with loose fitting tops in public, or long shorts for exercise. But women should not be seen on the public beaches in bathing suits in Kuwait City and both men and women may be the subject of comment if they wear short shorts while jogging.

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In public places women should avoid prolonged eye contact with strange men and ignore any comments that they might make. If you are being followed, stay in areas with crowds and go immediately to your car. Do not engage in conversation. Any attention you pay to a strange man, no matter how negative or even rude, will be interpreted as interest on your part. If you are followed in your car, do not go home, but to the nearest Police station or the Embassy. If possible get the license number and description of the car and report it. Again, avoid eye contact and do not make gestures. If a woman has a flat tire it is very common for a man to stop and change her tire for her. Arabs are, in fact, extremely courteous people, and will go out of their way to help you. Use your best judgement in this situation. Be polite but not so friendly as to indicate a personal interest. If a man asks for your phone number, give him the number of the American Embassy.

Dating and Marriage

It is not acceptable for a young Kuwaiti female to go out in public with a male friend. While a prospective groom will undoubtedly visit with a young lady with some regularity in her home, such visits will not take on any degree of intimacy. Kuwaitis are very conscious of maintaining the honor of their family and young people are brought up to respect these traditions. While according to Islamic law a man may marry four wives, assuming he can treat each equally, today few Kuwaitis of the younger generation are polygamous.

Diet
Kuwaiti law prohibits the importation and sale of pork and liquor. Lamb, rice and thin Arabic bread are basic staples and a meal would not be complete without fresh vegetable salads and fruits. Kuwaitis prepare a number of national main course dishes, which feature fish, shrimp, tomatoes, salads, and desserts. Kuwait has put to good use every bit of tillable soil and tomatoes, green peppers, cucumbers and eggplant are grown locally.

Dress
A small number of Kuwaiti males wear Western business suits, but most feel more comfortable in a dishdasha with a ghotra covering the head and held in place by a black eqal. On formal occasions the Kuwaiti male might wear a handsome gold-embroidered cloak called a bisht, made from natural fibers of brown or black color over the dishdasha. More and more men now wear beards as a sign of religious attachment. Most Kuwaiti women will wear longer style dresses a bit below the knees with long sleeves. More conservative women might wear black abayas over their dresses and cover their heads with scarves. While there are no formal prohibitions on dress, the female foreign visitor should dress modestly.

Eating

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Kuwaiti eating habits vary with the lifestyle of the individual family and according to the guests and nature of the occasion. A Kuwaiti will traditionally eat with the right hand, folding the food into thin Arabic bread. In more formal dinner arrangements with foreign guests, Kuwaitis will commonly follow the same forms as do the Westerners. If, however, a foreign guest enjoys an established friendship with a family, the male family members and guests might invite him to join them on the floor, propped up with cushions, and to dine from a common large serving plate placed in the center of the group. Such an arrangement would typically occur in the diwaniyya, a room set aside for male social gatherings. Women would have their own arrangements. Neither food nor drink should ever be taken with the left hand from an Arab host or bearer. However, despite stories to the contrary, many Arabs hold their fork in their left hand when actually eating, and a left-handed person need not anticipate embarrassment if he or she eats as at home.

Greetings
Kuwaitis greet their friends enthusiastically, even friends whom they last saw very recently. Persons of the same sex will commonly kiss each other on both cheeks, with some repetition for close friends. More formal greetings include handshakes. Some women may extend a hand to a female. A common greeting, Keef hal-ek, means how are you? Conversants exchange a number of formal salutations, most of which thank God (Allah) for well being. More formal greetings include sabah-al-khair (good morning) and masah-al-noor (good evening). In social gatherings, people rise to greet newcomers with a handshake, kiss, or salutation.

Visiting
More Westernized Kuwaitis may invite a non-Kuwaiti and his spouse to their home for an elaborate meal. More commonly, however, a Kuwaiti will invite a foreign male colleague to dine at his home with a few male guests. The host generally insists on additional helpings and frequently places a special portion on the guests plate. While the wife of the Kuwaiti host often greets and bids farewell to the guest, she rarely dines with them. Tea and strong Turkish coffee accompany social visits and follow meals. Moving the cup from side to side signals the server that you have finished. One should be careful of expressing any admiration for personal items, as the host may immediately offer it as a gift. Also, in more traditional households, stating your admiration could be inferred as expressing envy and therefore wishing ill upon the owner.

Women in Kuwait
Women of Kuwaiti and Muslim society traditionally came under the custody of their fathers or brothers until they were married. A woman was expected to make a home and care for her family. Often women were restricted to the home unless they were visiting other women. Shopping that had to be done outside the confines of the home was the responsibility of the men or servants.

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The traditions of society still rule the behavior of many Kuwaiti women. Today, how women choose to dress is based on family pressures, religious beliefs and experience abroad. Some women wear Westerntype clothing; some wear an abaya, the black cloak that completely covers their bodies. The very conservative wear both an abaya and bourquh, the facemask. Many wear at a minimum a long dress with long sleeves, high neckline and a scarf, believing that uncovered hair and skin are revealing to men. Womens roles in Kuwait are changing, especially since the Gulf War. The spirit of free Kuwait is reflected in the enhanced status of women since the invasion. Women made significant contributions to Kuwait society during the occupation, playing a vital role toward liberation. Aware of their political rights, they are now pursuing them quite seriously; they are speaking out more and are mixing more with men at social functions. Before liberation, Kuwaiti men would rarely have brought their women with them, even to Western events, but now mixed attendance is more common. This increased relaxation also appears in the dress code. With increasing wealth and ready access to domestic help, approximately 60% of Kuwaits women now work. Some own boutiques that sell household items and womens items. Others enter the health care field, managing pharmacies and working in offices. Some women even achieve important positions, such as the current president of Kuwait University, and the Undersecretary for Higher Education, both of whom are women. Since the war, many women have taken very active social roles in organizing charitable work to aid victims of the war. These occupations and volunteer work take second place to home life. Western women should dress modestly and will feel most comfortable in a dress of knee length skirt and blouse that has, at a minimum, short sleeves and a conservative neckline. On the street, short tank tops, sleeveless blouses, tight fitting pants or any other revealing clothing is inappropriate. Wearing such apparel often suggests an unintended invitation and would welcome public reactions similar to walking around a mall in the U.S. in a bathing suit.

13.Kuwait Transportation
Kuwait has a modern network of roads, with all-Iather highways running north to Iraq and south to Sa'udi Arabia. Roadways extended 4,450 km (2,777 mi) in 2002, including 3,590 km (2,230 mi) of paved roads. In 2000 there are some 552,400 passenger cars, and 167,800 commercial taxis, trucks, and buses in use. Land transport accounts for a significant share of Kuwait's imports and exports. There are no railways.

Kuwait has five ports, including a cargo port at Ash-Shuwaykh, on Kuwait Bay, and an oil port at Mina' al-Ahmadi that is equipped with a huge pier at which eight large tankers can be loaded simultaneously. In 2002, Kuwait had 38 merchant ships in service with a capacity of 2,274,515 GRT. Kuwait has regular calls from ocean shipping, and local sailing craft carry goods betIen Kuwait and the neighboring sheikhdoms, Iraq, and Sa'udi Arabia. Sea transport accounts for most of Kuwait's foreign trade.
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In 2001, there are 7 airports, 3 of which had paved runways. The principal airport, Kuwait International Airport, is located south of the city of Kuwait. Air transportation is highly advanced, with Kuwait Airways providing service to and from the major Middle Eastern and European cities. In 2001, the airline carried 2,084,600 passengers on domestic and international flights

14.Arts, Science & Education

Kuwait has several artists who work in their own homes or in government sponsored studios and who give occasional public showings. There are several art galleries in Salmiya that feature Kuwaiti and other Arab artists, as well as occasional exhibitions of art, usually held in major hotels. Arab and Western music is heard on radio and TV and in public settings in connection with special events. Western music is also presented at various times during the year, primarily by performers sponsored by Western embassies, cultural centers, or major international hotels. Kuwait has made great strides in its pursuit of scientific knowledge. Most scientific subjects are offered at the undergraduate level at Kuwait University, while research is carried on at the Kuwait\ Institute for Scientific Research (KISR) and in projects funded by the Kuwait Fund for the Advancement of Science (KFAS). Education is free for all Kuwait children. Most foreign dependents attend private schools which charge rates approved by the Ministry of Education. Kuwaits current education system is relatively new. The basics of religion and the three Rs were taught informally at kuttabs, attached to the local mosques, until 1911, when the state first provided boys with formal education. This system had no set curriculum and provided primarily religious instruction and practical subjects such as pearl diving and trading. A second school with a more structured curriculum and a broader range of subjects opened in 1920. The first school for girls opened in 1937. In 1955, an educational task force from Egypt conducted a thorough audit of the Kuwaiti schools and produced a report and recommendations that provided the basis for todays system.

In 1997, there were 104 private foreign schools in Kuwait, of which 42 were following non-Arabic curricula. Over 75,000 pupils were enrolled in Arabic foreign schools and over 40,000 pupils were enrolled in non-Arabic schools. Before the war there were only 15 non-Arabic foreign schools in the country. Kuwait University was founded in 1966 with 418 students, 31 professors, and 3 courses of study. By 1987, the numbers had grown to 10,000 students and 891 professors. Kuwaiti nationals attend Kuwait University free, while other nationalities pay a fee. The university is open to all holders of general secondary diplomas with required grade averages, subject to available openings. Scholarships are [20]

available for many students from other Islamic and Arab countries while some students receive a monthly stipend and living quarters free of charge. Kuwaitis who wish to study subjects not offered at Kuwait University are eligible for government scholarships to study abroad, and many other Kuwaitis do so at their own expense. During the 1997-1998 academic year, over 18,000 students were enrolled at Kuwait University, and about 4,000 were studying in the U.S. on scholarship or privately funded programs.

15.Health & Medicine

Free health care is available to citizens and noncitizens alike in government hospitals and clinics. Most doctors speak English and the clinics will provide immunizations, emergency care and medication, if indicated, all free of charge. Private health care is available in Kuwait for a fee. The private system consists of outpatient clinics and hospitals. The cost of private health care here is, in most cases, lower than in the U.S. Most private clinics will take appointments and may require you to prepay. You should also bring extra cash with you for any lab work or prescriptions. Always request a copy of any lab work, tests, or other procedures you may have done so it will be easier to explain to your doctor back home what was done here. 16.

Kuwait Tourist

Kuwait From a nation of pearl divers and spice merchants to one of the worlds largest oil exporters, Kuwait has undergone many exciting transformations. Kuwaiti society is truly a cosmopolitan and modern and yet it remains true to its heritage and traditions. A highly urbanized state, Kuwait offers a host of attractions and services to tourists and visitors to the country. It offers a world-class experience in hospitality through its small yet strong hotel Industry. Kuwait Tourism Services Company and Touristic Enterprises Company are two premier agencies working in the field of tourism. They offer exhaustive information to tourists, ranging from Rules and Regulations to General Information on staying in Kuwait, from details on Places of Interest to information on hotels and restaurants. Kuwait has a very rich cultural tradition and heritage. Visitors to the country can get a glimpse of these at the fascinating places of Tourist Attraction. The shopping experience in Kuwait, too, is very rewarding. From ancient souks to sprawling malls selling the latest consumer goods, the range and variety is huge. The transport system is ultramodern with all the latest features and facilities. Kuwaitis are warm, hospitable, friendly and helpful, which makes a visit to the country a very enriching and memorable experience.

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17.Kuwait Holidays
1 January New Year's Day 20 January Islamic New Year 25 February National Day 26 February Liberation Day 31 March Mouloud 10/11 August Al-Esra Wa Al-Meraj

18.Economy overview
Kuwait has a geographically small, but Wealthy, relatively open economy with self-reported crude oil reserves of about 102 billion barrels - about 9% of world reserves. Petroleum accounts for nearly half of GDP, 95% of export revenues, and 95% of government income. Kuwaiti officials have committed to increasing oil production to 4 million barrels per day by 2020. The rise in global oil prices throughout 2010 is reviving government consumption and economic growth as Kuwait experiences a 20% increase in government budget revenue. Kuwait has done little to diversify its economy, in part, because of this positive fiscal situation, and, in part, due to the poor business climate and the acrimonious relationship between the National Assembly and the executive branch, which has stymied most movement on economic reforms. Nonetheless, the government in May 2010 passed a privatization bill that allows the government to sell assets to private investors, and in January passed an economic development plan that pledges to spend up to $130 billion in five years to diversify the economy away from oil, attract more investment, and boost private sector participation in the economy. Increasing government expenditures by so large an amount during the planned time frame may be difficult to accomplish. Population 2,595,628 (July 2011 est.) note: includes 1,291,354 non-nationals Age structure 0-14 years: 25.8% (male 348,816/female 321,565) 15-64 years: 72.2% (male 1,153,433/female 720,392) 65 years and over: 2% (male 25,443/female 25,979) (2011 est.) Median age [22]

total: 28.5 years male: 29.8 years female: 26.3 years (2011 est.) Population growth rate 1.986% note: this rate reflects a return to pre-Gulf crisis immigration of expatriates (2011 est.) Birth rate 21.32 births/1,000 population (2011 est.) Death rate 2.11 deaths/1,000 population (July 2011 est.) Net migration rate 0.65 migrant(s)/1,000 population (2011 est.) Urbanization urban population: 98% of total population (2010) rate of urbanization: 2.1% annual rate of change (2010-15 est.) Sex ratio at birth: 1.047 male(s)/female under 15 years: 1.04 male(s)/female 15-64 years: 1.79 male(s)/female 65 years and over: 1.65 male(s)/female total population: 1.54 male(s)/female (2011 est.) Infant mortality rate total: 8.07 deaths/1,000 live births male: 7.76 deaths/1,000 live births female: 8.39 deaths/1,000 live births (2011 est.)

[23]

Life expectancy at birth total population: 77.09 years male: 75.95 years female: 78.3 years (2011 est.) Total fertility rate 2.64 children born/woman (2011 est.) HIV/AIDS - adult prevalence rate 0.1% (2001 est.) HIV/AIDS - people living with HIV/AIDS NA (2007 est.) HIV/AIDS - deaths NA Nationality noun: Kuwaiti(s) adjective: Kuwaiti Ethnic groups

Kuwaiti 45%, other Arab 35%, South Asian 9%, Iranian 4%, other 7% Religions Muslim (official) 85% (Sunni 70%, Shia 30%), other (includes Christian, Hindu, Parsi) 15% Languages Arabic (official), English widely spoken Literacy definition: age 15 and over can read and write total population: 93.3%

[24]

male: 94.4% female: 91% (2005 census) School life expectancy (primary to tertiary education) total: 12 years male: 12 years female: 13 years (2006) Education expenditures 3.8% of GDP (2006) Health expenditures 6.8% of GDP (2009) Physicians density 1.793 physicians/1,000 population (2009) Obesity - adult prevalence rate 28.8% (2000) GDP (purchasing power parity) $136.5 billion (2010 est.) Country comparison to the world: 60 $133.9 billion (2009 est.) $141.2 billion (2008 est.) GDP (official exchange rate) $131.3 billion (2010 est.) GDP - real growth rate 2% (2010 est.) Country comparison to the world: 149 -5.2% (2009 est.) 5% (2008 est.)

[25]

GDP - per capita (PPP) $48,900 (2010 est.) Country comparison to the world: 10 $49,700 (2009 est.) $54,300 (2008 est.) GDP - composition by sector: Agriculture: 0.3% Industry: 48% Services: 51.7% (2010 est.) Labor force: 2.112 million Country comparison to the world: 118 Unemployment rate: 2.2% (2004 est.) Country comparison to the world: 18 Population below poverty line: NA Household income or consumption by percentage share: Lowest 10%: NA% Highest 10%: NA% Investment (gross fixed): 12.7% of GDP (2010 est.) Country comparison to the world: 142 Budget: Revenues: $72.94 billion Expenditures: $43.13 billion (2010 est.) Taxes and other revenues: [26]

55.5% of GDP (2010 est.) Country comparison to the world: 15

Budget surplus (+) or deficit (-): 22.7% of GDP (2010 est.) Country comparison to the world: 2 Public debt: 11.9% of GDP (2010 est.) Country comparison to the world: 120 13.1% of GDP (2009 est.) Inflation rate (consumer prices): 4% (2010 est.) Country comparison to the world: 131 4% (2009 est.) Central bank discount rate: 3% (31 December 2009) Country comparison to the world: 104 3.75% (31 December 2008) Commercial bank prime lending rate: 5.4% (31 December 2010 est.) Country comparison to the world: 143 6.2% (31 December 2009 est.) Stock of narrow money: $18.12 billion (31 December 2010 est.) Country comparison to the world: 64 $16.38 billion (31 December 2009 est.) Stock of broad money: $88.71 billion (31 December 2010 est.) Country comparison to the world: 55 $86.53 billion (31 December 2009 est.) Stock of domestic credit: $99.38 billion (31 December 2010 est.) Country comparison to the world: 51 [27]

$90.94 billion (31 December 2009 est.) Market value of publicly traded shares: $119.6 billion (31 December 2010) Country comparison to the world: 42 $95.94 billion (31 December 2009) $107.2 billion (31 December 2008) Agriculture - products: Fish Industries: Petroleum, petrochemicals, cement, shipbuilding and repair, water desalination, food processing, construction materials Industrial production growth rate: 4.8% (2010 est.) Country comparison to the world: 86 Electricity - production: 49.82 billion kWh (2009 est.) Country comparison to the world: 49 Electricity - consumption: 42.58 billion KWh (2008 est.) Country comparison to the world: 51 Oil - production: 2s.45 million bbl/day (2010 est.) Country comparison to the world: 11 Oil - consumption: 354,000 bbl/day (2010 est.) Country comparison to the world: 36 [28]

Oil - exports: 2.127 million bbl/day (2009 est.) Country comparison to the world: 7 Country comparison to the world: 207 Oil - proved reserves: 104 billion bbl (1 January 2011 est.) Country comparison to the world: 6 Natural gas - production 11.49 billion cu m (2009 est.) Country comparison to the world: 40 Natural gas - consumption: 12.38 billion cu m (2009 est.) Country comparison to the world: 42 Country comparison to the world: 126 Natural gas - imports: 890 million cu m (2009 est.) Country comparison to the world: 59 Natural gas - proved reserves: 1.798 trillion cu m (1 January 2011 est.) Country comparison to the world: 21 Current account balance: $43.14 billion (2010 est.) Country comparison to the world: 10 $28.61 billion (2009 est.) Exports:

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$65.97 billion (2010 est.) Country comparison to the world: 46 $50.34 billion (2009 est.) Exports - commodities: Oil and refined products, Fertilizers Exports - partners:

Export Partners of Saudi Arabia

Japan 16% Other 37% India 15%

South Korea US 14% 8% China 10%

Imports: $18.77 billion (2010 est.) Country comparison to the world: 74 $17.08 billion (2009 est.) Imports - commodities: Food, construction materials, vehicles and parts, clothing Imports - partners: US 14.2%, China 9.5%, Saudi Arabia 7.3%, Japan 7.2%, Germany 6.1%, Italy 4.7%, India 4.4% (2010) Reserves of foreign exchange and gold: $21.36 billion (31 December 2010 est.) Country comparison to the world: 56 $20.38 billion (31 December 2009 est.) Debt - external:

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$54.54 billion (31 December 2010 est.) Country comparison to the world: 54 $55.23 billion (31 December 2009 est.) Stock of direct foreign investment - at home: $1.281 billion (31 December 2010 est.) Country comparison to the world: 89 $1.081 billion (31 December 2009 est.) Stock of direct foreign investment - abroad: $44.31 billion (31 December 2010 est.) Country comparison to the world: 34 $34.73 billion (31 December 2009 est.) Exchange rates: Kuwaiti dinars (KD) per US dollar 0.2888 (2010) 0.2877 (2009) 0.2679 (2008) 0.2844 (2007) 0.29 (2006)

19.

Stock market

Kuwait DJIM index one of top losing composites September marked a turning point for the global markets as the price rally in gold was halted at first), and oil prices fell significantly. Investors, however, continued to wait for a turnaround as the majority of financial markets remained lower.

[31]

KSE recovers from early lows to gain 6.5 pts Kuwait stocks eked modest gains Thursday to wind up week on positive note. The index rose 6.5 points in choppy trade led by select blue chips even as investors eyed value shares ahead of the Q3 earnings. Kuwait Finance House in tie-up with Grosvenor London-based property fund manager, Grosvenor Fund Management has entered into a joint venture with Kuwait's biggest Islamic bank, Kuwait Finance House, to invest 380m ($585m) in US healthcare properties Little GCC exposure to global crisis The global financial distress in 2008 had a relatively little impact on Gulf hydrocarbon exporters as their economies have become more diverse and oil prices quickly rebounded after their collapse in the wake of the crisis, a prominent regional analyst has said. Kuwaiti price Index closes at 5,804.3 point Kuwait stocks ended yesterday's session on a mixed note, with the third quarter's earnings announcement just around the corner. Gains in select blue chips stocks sent large caps higher. Investors worry over the global economic outlook.

20.Country Analysis
Kuwait is a member of the Organization of Petroleum Exporting Countries (OPEC), exporting the fourth largest volume of oil among the group in 2010. At the same time, Kuwaits economy is one heavily dependent on petroleum export revenues, which account for half of its overall gross domestic product (GDP), 95 percent of total export earnings, and 95 percent of government revenues. Kuwait has an active sovereign-wealth fund, the Kuwait Investment Authority, which oversees all state expenditures and international investments. Kuwait also allocates 10 percent of its state revenues into the Reserve Fund for Future Generations (RFFG), for the day when oil income starts to decline.

[32]

Article 21 of the Kuwaiti constitution specifically allocates all natural resources and revenue they generate to the state. However, the Foreign Direct Capital Investment Law passed by the National Assembly in March 2001, has facilitated some foreign investment and development in those sectors, causing significant controversy in Kuwait.

[33]

PART -B

[34]

Product: - Furniture
1. Introduction
The global furniture market can be broadly categorized into four categories - domestic furniture, Office & Home/corporate furniture, hotel furniture and furniture parts. Globally, domestic furniture accounts for 65 per cent of the production value, whilst corporate/Office & Home furniture represents 15 per cent, hotel furniture 15 per cent and furniture parts 5 per cent. According to a World Bank study, the organized furniture industry is expected to grow by 20 per cent every year. A large part of this growth is expected to come from the rapidly growing consumer markets of Asia, implying significant potential for growth in the Indian furniture sector.

5% 15% 15% 65%

Domastic Office Hotal Part

2.

Indian Furniture Industry

As of 2006, the Indian furniture market is estimated to be worth US$ 7,922 million. Of this, wooden furniture accounts for US$ 1,358 million. About 11 per cent (US$ 152 million) of this (wooden furniture) is imported and imports are growing at 50 to 60 per cent every year. India was the largest furniture importer in the world in 2004-05, with a 17 per cent share in the furniture imports worldwide. A total of 10, 476 importers shipped furniture to India during this period, mainly from Italy, Germany, Spain, China, Korea, Malaysia, Indonesia, Philippines and Japan. The furniture sector in India makes a marginal Contribution to the Gross Domestic Product (GDP), representing about 0.5 per cent of the total GDP. The major part of this industry, approximately 85 per cent is in the unorganized sector. The remaining 15 per cent comprises of large manufacturers, such as, Godrej & Boyce Manufacturing Co. Ltd., BP Ergo, Featherlite, Haworth, Style Spa, Yantra, Renaissance, Millennium Lifestyles, Durian, Kian, Tangent, Furniture Concepts, Furniturewala, Zuari,Truzo, N R Jasani & Company, V3 Engineers, PSL Modular Furniture, etc. The range of indigenous furniture available in India includes both residential and contract system furniture. Manufacturers in India usually use a three-tier selling and distribution structure, comprising of the distributor, wholesaler and retailer. The market is mainly concentrated in A, B and C category cities (the top 589 cities). A and B type cities together constitute 33 per cent of the total market. With a healthy economy and increased household and institutional spending, the market is growing steadily.

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1.2,15% Unorganised organised 6.8,58%

Share of Organized and Unorganized Sectors (US$ Billion, Percentage Share)

3. Furniture Industry Composition As with the global market, home furniture is the largest segment in the Indian furniture market, accounting for about 65 per cent of furniture sales. This is followed by, the Office & Home furniture segment with a 20 per cent share and the contract segment, accounting for the remaining 15 per cent.
Household Office 15% 20% 65%

4. Domestic Manufacturing Furniture manufacturing is driven by the designs chosen, the inputs which come from in-house designers and market feedback. Manufacturers consider several aspects related to the customer (demography, lifestyle, motivation and aspiration, needs and preferences), raw material (type, quantity and availability) and internal capability (expertise, quantity and availability of labour, production process complexity and delivery time) for developing different designs, which in turn, determine the furnitures functionality, look and feel and value. Furniture produced in India falls into two broad categories, depending on the end user; domestic furniture meant for home use and commercial furniture meant for the Office & Home and hospitality sectors. Domestic furniture represents almost two-thirds of the total output. The key success factors for each category vary. Manufacturers in the domestic sector typically try to differentiate on the basis of design variety and price, while in the commercial space, having a strong and reliable brand is important. Distribution Indian furniture companies operate both, through direct selling in the market and distributors. Companies with a large local customer base normally sell directly, without involving distributors. The [36]

larger companies typically have their own commercial Office & Homes and showrooms in all the larger cities in India. Many organizations prefer, however, to operate via organized outlets. For projects of large volume, companies typically sell directly to the customer - the primary customer is often the specified (architects, builders or project managers) or building owners/lessees who are responsible for fitting out buildings and Office & Homes. Armed with the choice of local and imported products, these purchasers exert significant influence on the sector.

Furniture Industry Value Chain

The Indian furniture industry covers the entire gamut of activities, from sourcing, manufacturing and distribution, to sales and after sales. In the Indian context, players are actively engaged in each of these activities. Various types of raw materials are used for furniture making in India. The key raw materials include wood, metal and plastic, with bamboo and cane also being used in some cases. Wood accounts for nearly 65 per cent of all furniture made in India. This includes several types of indigenous wood, as well as imported wood. India imports wood from various South East Asian countries such as Indonesia, activity is spread across the length and breadth of India, a few centers have become famous for their exquisite carving, inlaying, turning and lacquering. Indian states well known for woodwork include Gujarat, Jammu & Kashmir, Punjab, Uttar Pradesh and Kerala. India is one of the largest consumers of wood in South East Asia. The country has sufficient availability of tropical wood, however, in recent years; growing concerns about the environment and the need for conservation of forests have led to reduction in the supply of wood. India imports wood from various countries like Malaysia, Indonesia, Myanmar, and Ivory Coast, etc. MDF boards are imported from Europe, soft and hard wood are imported from Russia and other South East Asian countries. Veneered panels are becoming increasingly popular in India and are imported from the European Union and USA. Labour supply In analysis of labour force offered in the furniture production industry, labour force was classified as specialists, i.e. forestry and agronomy engineers, and labour force qualified for work in furniture production. In analysis of labour market, qualified labour force includes: Wood converters (mainly wood processors, carpenters for furniture and tuners and operators of wood processing machines); Manipulators/operators of wood processing machines Manipulators/operators of machines manufacturing wood products.

5. Marketing Opportunity in Kuwait

However with the passage of time, the nationals started to differentiate between real quality furniture and have started liking the wooden furniture. Moreover with the extensive traveling undertaken by the Kuwaiti nationals to different parts of the world has brought a change in their tastes and preferences of [37]

furniture. The large expatriate populations who believe in permanency of assets often prefer t buy the to wooden furniture only. These aspects have provided good scope for the expanded market of the wooden.

Statistics

Statistics for the working paper Month 2009-05 2009-06 2009-07 2009-08 2009-09 2009-10 2009-11 2009-12 2010-01 2010-02 2010-03 2010-04 2010-05 2010-06 2010-07 2010-08 2010-09 2010-10 2010-11 2010-12 2011-01 2011-02 2011-03 Downloads 0 3 0 2 2 2 2 1 2 4 3 3 3 1 1 2 1 2 2 1 2 2 0 Abstract Views 0 15 5 13 8 8 7 5 15 9 9 7 3 7 5 2 8 8 3 7 4 7 4 [38]

2011-04 2011-05 2011-06 2011-07 2011-08 2011-09 2011-10 2011-11

0 1 4 1 0 0 0 5

6 10 4 1 1 8 7 4

6. Company: - Durian Furniture

About Company
Durian is one of the leading manufacturers of superior quality laminates range that can only be limited by the imagination. With the stringent quality check, high manufacturing standards and modern infrastructure, it offers top quality decorative laminates, door skins, metal foil, dry wipe marker board, chalk board, post forming, compact, digital and screen printed laminates with Borer, Fungus and Termite (BFT) guard on all its laminates. Realistic natural textures paired with veneer prints and creative abstract textures, metallic foils and fancy prints enables you use Durian Laminates to express your individuality in a myriad of ways. From being the pioneers in plywood and veneer business to being the leading lifestyle brand in India, our journey has been a memorable one. A journey that has been eventfully marked by numerous pioneering achievements in the Interiors Infrastructure Industry. Today I touch the lives of Millions of Indians everyday with our range of innovative laminates, sturdy doors and world class home and Office & Home furniture. And this has been possible because of our passion for excellence in everything that I do. In fact at Durian, excellence is an attitude. An attitude that has been taken to heart by our strong and committed customer-centric team of professionals across pan India. Store is among the select few in India to be awarded with the internationally acclaimed Forest Stewardship Council (FSC) certification apart from the prestigious ISO 9001 and 14001 certifications. In our pursuit of excellence I will always be committed to enrich your lifestyles with newer and innovative products. Dear customers, I think I oI this to you. MISSION This mission statement reflects our proud past and our desire for the future. This is the mantra that drives us in everything that we do. From design through fulfillment, we continuously strive to provide the best product at the best prices accompanied by the best service in the industry. Being the best and bringing the best to you is our relentless pursuit.
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OUR VISION "Through positive energy, faith and passion, providing the best possible product and service in the market and therefore creating dynamic growth and prosperity."

7. 4 Ps

Products
Under this heading a marketer needs to consider the thing that is being sold. This is not just the physical product itself, but also anything related to how it is made, packaged and named. Under this heading the marketer also needs to consider product/service options, the after-sales service, warranties, and servicing. For example, look at all the options available on a major car manufacturer's website. You might also consider all the choices you might have to make for a simple flight: Home Furniture Sofa, Lounger, Dining, Bed Room, Home office, Side & Center Table, Storage, Miscellaneous, Computer Table etc. Office Furniture Desks, Conference Table, Chair, Miscellaneous and etc.

Price
This heading refers to decisions about how much to charge for goods and services. It may be easy for you as a manager to neglect this aspect of the mix in favors of the more 'glamorous' promotion and product areas, but ultimately decisions over price affect the viability of a brand and the profitability of an organization. Pricing is also much more complex than you might think.

Place
This heading refers to distribution. This means all aspects related to how goods and services are 'moved' from the producers to the end user. This means the coordination of retailers and/or wholesales and in the case of products the logistics involved in moving from factory/warehouse/head office, to the end user. Most goods are sold through intermediaries, (for example, retailers). Marketers must therefore consider the type, size and location of retailers and possibly also the training of retail staff.

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Promotions
This heading refers to all types of communication that relate to a specific marketing campaign. This includes communication with retailers and distributors, communication with purchasers and end users and also internal communication with the sales force and other employees. Promotion is an area with considerable innovation. Marketers put great efforts into finding new ways to communicate with consumers. When people think, or talk about marketing they are often only considering promotions. This is because it is the most visible part of the marketing process after the product itself. But it would be a mistake to focus only on promotions. Promotions work best when they are considered alongside decisions about products, pricing and place. Direct Marketing Sponsorship Public Relations Personal Selling Advertising Sales Promotions

8. Key success factor of the company

While the Indian furniture market is growing rapidly and can yield sustained advantages, an assessment of the sector and the key trends driving it throw up a few key take-aways for potential investors. These are: Build the brand India being a price and value-conscious market, consumers typically look for cues that indicate assurance of value. A strong brand is important for furniture manufacturers in this respect, to increase customer awareness and trust. Participation in furniture trade shows, organizing seminars, etc., could therefore prove to be useful means to build a brand. Understand the market Potential investors would also need to concentrate on specific regions customer segments initially, to establish themselves and test the market before investing in a national distribution network. Establishing a liaison Office & Home to study the market extensively and identifying investment opportunities will also prove to be steps that will enable investors to firm up their India operations.

[41]

9. Marketing Structure

MARKET STRUCTURE

Organization Sector

Unorganized Sector

WHOLSALES MANUFACTURERS IMPORTERS RETAILERS

FRANCHISEES

EXCLUSIVE DEALERS

10. SWOT Analysis for Durian Company

Strengths: Increasing demand in modern, clean, minimalist designs Highly educated, skilled, young, capable & dynamic human resources Established branding, tradition Worldly-renowned outsourcing hub Diversity vs. Ideas (Innovation, Integration) Big democracy= big market & free media

Weaknesses: [42]

Inefficient stock control; outdated system Lack of trust in external organizations Fear of sharing knowledge & taking risks Lack of effective & execution framework Decreasing demand in traditional furniture Industry has slow absorption of innovation & change Lack of quality awareness

Opportunities: Big potential market in Design sector & emerging new market segment in Services Lower labor costs in outsourcing Research & Development capability More efficient production method Hybrid solutions balancing & blending Need modernization of infrastructure Very little competition in modern furniture design

Threats: Large fluctuations in stock control (new production method) Inter-company collaboration is unknown Rising cost of imported goods Pioneering uncertainties Clashes in Diversity vs. Imbalance Fast change Internet (IT), new inventions (Technology, Innovations)

[43]

PART-C

[44]

1. Competitors
Midas Furniture
About Company
Midas Furniture was established in 1993 with the vision to offer affordable, high-qulity furniture and accessories. Our strategy was guided by a commitment to build a solid business that could grow with the market, both in terms of product section and corporate infrastructure. The Middle and upper middle classes of Kuwait and other countries in the region continue to be the largest growing sector of the population and has offered tremendous opportunities for growth and expansion. Our main corporate objective was to gain consumer confidence and credibility, and to become the top choice for home and Office & Home furniture and consequently grow with the market. The strategic foresight resulted in developing the furniture business in Kuwait and Jordan with the highest volume turnover in their respective markets. Our branch in Iraq continues to grow, even given the difficult circumstances there. Our experience in the market allows us to manage the company in the most efficient and profitable way possible. Setting new trends through planning and innovation distancing Midas from competition. We continue to invest in the appropriate facilities needed to service our customers, while strengthening partnerships with our suppliers. Our staff remains to be our prime asset. We invest the employee through training and incentive programs. The prudent investment in the people, partners and facilities will allow the company to maintain and expand our market leadership in every market where we operate.

MARKET
Midas is the regions leading furniture, accessories and lifestyle retailer, representing some of the worlds finest home and office brands. Midas focuses on providing only high quality, stylish products and services with best value as a primary objective. The strategy of bundling quality, value and variety within an innovative showroom concept, and a relaxed shopping atmosphere, has allowed Midas to establish a superior image as a furniture retailer that reaches its customers on an emotional level.

BRAND VALUES
Midas promotes peace of mind, luxury and lifestyle. High quality products at affordable prices on topbranded products keep customers loyal. Fundamental values: An emphasis on sentimental value associated with furniture shopping. [45]

 Retail-only fine quality products with best value for money. Innovative display of a wide variety of the latest styles and products. Total and complete customer satisfaction via a set of superior after-sales services.

VISION
We will continue to strive to deliver "Total Customer Satisfaction and Experience" to our customers. We will continue to strive to supply the latest and widest range of sought after designs of quality furniture and accessories at the best value of money. We will continue to grow our business by focused understanding of our competitive advantages and continuous expansion of our targeted customer base in addition to introduction of new products and services. We will continue to strive to retain our current customer base by introducing unique customer loyalty programs. We will continue to strive to expand the Midas concept into regional markets in the GCC, Middle East and beyond continuously studying the market and planning a timely and optimized entry. MISSION Our mission to be the "first" choice for top quality home furniture, Office & Home furniture and accessories in the Gulf and Middle East region markets, gearing toward the largest segment of middle and upper middle classes. We will continue to "brand" Midas as the best value retailer of imported branded furniture & accessories, while offering a total customer experience, further distancing Midas from competing imported non-branded furniture and positioning Midas in a league of its own. SERVICE If you need help in designing the interior of your home or Office & Home, Midas Design Consultants will offer our customers plans and advice on furniture layouts and decoration ideas. Refund & Exchange We will Cancel, Exchange or Refund your purchase within 30 days, provided goods still in their original cartons. Once delivered and assembled, then they cannot be Canceled, Exchanged or Returned. Interior Design If you need help in designing the interior of your home or office, Midas Design Consultants will offer our customers plans and advice on furniture layouts and decoration ideas. [46]

Free Maintenance At no charge, only Midas offer to its customers a FREE Maintenance / REPAIR Service. Just call your sales representative and our technicians will take care of the rest.

PRODUCT
Midas greatest asset is its very large customer base. The Midas team prides itself in the deep understanding of customers needs, in that they are shopping for more than just pieces of furniture. What customers find at Midas often accompanies them for several years, becomes an integral part of self-expression and helps define memorable life experiences. For that reason Midas designers and merchandisers engage deeply with its suppliers and manufacturers to introduce and execute the latest and most in-demand trends in home fashion. Almost all exhibitions in the USA, Europe and the Far East are attended by Midas merchandisers and the result is a product offering that simply cannot be matched in quality, style, variety, price and value.

PROMOTION
Midas promotional strategy focuses on reinforcing brand loyalty through a variety of tools ranging from advertising and sales promotion activities to printed materials, public relations and events. Creativity in transforming and reinforcing customer perception with Midas products remains at the heart of all campaigns. Core fundamental principles aimed at reducing customer risks when purchasing from Midas through warranties, after sales free maintenance and flexible return policies are all backed by knowledgeable and well trained sales staff.

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IKEA

About
The IKEA business idea is to offer a wide range of home furnishings with good design and function at prices so low that as many people as possible will be able to afford them. And still have money left! Most of the time, beautifully designed home furnishings are created for a small part of the population the few who can afford them. From the beginning, IKEA has taken a different path. We have decided to side with the many. That means responding to the home furnishing needs of people throughout the world. People with many different needs, tastes, dreams, aspirations...and wallets. People who want to improve their homes and create better everyday lives.

Type

Private company

Genre

Retail (Specialty)

Founded

lmhult, Smland, Sweden (1943) ,

Founder(s)

Ingvar Kamprad

Headquarters Delft, Netherlands

Area served

Worldwide

Key people

Mikael Ohlsson (Chairman and CEO) Omar Gulay (President and CEO, Inter IKEA Group) Sren Hansen (VP and CFO, Inter IKEA Group)

Products

Self-assembly furniture 23.5 billion (2010)[1] 2.7 billion (2010)[2]

Revenue

Net income

It's not difficult to manufacture Employees 127,000 (2010) expensive fine furniture. Just spend the money and let the customers pay. To manufacture Website www.ikea.com beautiful, durable furniture at low prices is not so easy. It requires a different approach. Finding simple solutions, scrimping and saving in every direction. Except on ideas. But we can't do it alone. Our business idea is based on a partnership with the customer. First we do our part. Our designers work with manufacturers to find smart ways to make furniture using existing production processes. Then our buyers look all over the world for good suppliers with the most suitable world [48]

raw materials. Next, we buy in bulk on a global scale so that we can get the best deals, and you can get the lowest price. Then you do your part. Using the IKEA catalogue and visiting the store, you choose the furniture yourself and pick it up at the self-serve warehouse. Because most items are packed flat, you can get them home easily, and assemble them yourself. This means we don't charge you for things you can easily do on your own. So together we save money... for a better everyday life.

Our Vision
A better everyday life The IKEA business idea is to offer a wide range of home furnishings with good design and function at prices so low that as many people. MISSION Which reduces emissions? Our use of recyclable packaging requiring minimal raw material helps, too. Brown cardboard is one of our best friends it saves costs and the environment.

4 Ps
Product
IKEA products are identified by single word names. Most of the names are Swedish in origin. Although there are some notable exceptions, most product names are based on a special naming system developed by IKEA. Upholstered furniture, coffee tables, rattan furniture, bookshelves, media storage, doorknobs: Swedish place names (for example: Klippan) Beds, wardrobes, hall furniture: Norwegian place names Dining tables and chairs: Finnish place names Bookcase ranges: Occupations Bathroom articles: Scandinavian lakes, rivers and bays Kitchens: grammatical terms, sometimes also other names Chairs, desks: men's names Fabrics, curtains: women's names Garden furniture: Swedish islands Carpets: Danish place names Lighting: terms from music, chemistry, meteorology, measures, weights, seasons, months, days, boats, nautical terms Bed linen, bed covers, pillows/cushions: flowers, plants, precious stones Children's items: mammals, birds, adjectives Curtain accessories: mathematical and geometrical terms

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Kitchen utensils: foreign words, spices, herbs, fish, mushrooms, fruits or berries, functional descriptions Boxes, wall decoration, pictures and frames, clocks: colloquial expressions, also Swedish place names

Price
Pricing the furniture you sell doesn't have to be complicated. You can set the price slightly higher than the cost of goods sold or just under or over your competition. Such simple measures might keep you in business, but putting more thought into your pricing may enable you to increase your profit margin.

Promotion
Marketing furniture to the public can be a challenging venture for a small business owner. Furniture pieces are items that consumers purchase only on occasion. Most furniture items have a higher price point than other retail goods and convincing the consumer to make an investment is crucial to an effective advertising campaign. There are several furniture promotion ideas that can be used to help you reach your target market.

Dia Behbehani Furniture Co.

Company Overview
Our broad range of products and collections are able to include an entire home in every aspect, allowing complete decoration of a home or even tailoring it to customized personal and individual tastes Our wide range of selection include modern contemporary furniture, European and Italian designer furnishing, and retro designs; fully accommodating bedrooms, bathrooms, dining rooms, playrooms, living rooms, and even outdoor settings. All this can be found in our full line of beds, sofas, chairs, tables, desks, end tables and a full range of high end accessories; in addition you will find both area and custom fit, hand crafted wool rugs. The classical elegance and well proportioned shapes, our use of solid precious cherry and walnut in the manufacturing procedure, which is in perfect accordance with antique wood-working techniques, is what defines our commitment to quality in our products. You will find that the traditional finishing and polishing with natural materials is proof of our fine attention to detail and quality down to the slightest detail.

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Product
products and collections are able to include an entire home in every aspect, allowing complete decoration of a home or even tailoring it to customized personal and individual tastes Our wide range of selection include modern contemporary furniture, European and Italian designer furnishing, and retro designs; fully accommodating bedrooms, bathrooms, dining rooms, playrooms, living rooms, and etc.

Price
Posted on 27/01/2011 Dia Behbehani Group announces the opening of Dia Behbehani Outlet in Shuwaikh with our exclusive collections at unbelievably discounted prices. Dia Behbehani Outlet showcases quality home furnishings, features special purchases, one-of-a-kind pieces, and discontinued name-brand collections. Highlights: DIA BEHBEHANI Furniture Co. delivers exceptional value to customers.

Place
Showcase in a creased graphite and dusty grey color fabric and embellished with baroque reliefs that convey the vintage heritage, these armchairs surround the fireplace giving the idea of an original ensemble. Paola Navones collection includes not only sofas and armchairs, but also furnishings characterized by a basic design; irreplaceable furnishing items called the fundamentals.

Promotion
Furniture Promotion is a specialized company that promotes and develops branding strategies for the furniture design industry in the Kuwait markets. The main responsibility is to assist companies obtain great visibility and the most valuable goals and objectives.

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PART-D

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1. Marketing Plan of Durian

Over some years of being involved with the construction of luxury homes, the company owners have seen a need for a cabinet line with a broad selection of design choices, high end finishes, along with top high-end of the line organization, customer service, and quality. Trestle Creek Cabinets will meet those quality. customers needs. Building a strong market position in the high end residential, resort, and commercial high-end development segments, the company projects revenues to grow substantially between FY1 and FY3. By maintaining an average gross margin of over 25%, the company estimates handsome net profits by FY3. g The company owners have provided the capital to cover the start up expenses. The company currently start-up seeks a 3-year commercial loan to cover the operating expenses year

Objectives
The company objectives are: To be a top cabinet supplier to luxury homes in the regional market. Revenues to more than double Year1 levels by the end of Year2. Aim to have 70% of sales in high high-end residential customer segment. 20% of sales in mid-range residential customer segment. nge 10% of sales in commercial development segment. To have a showroom within 3 months in a prominent retail space.

Mission
To deliver a high-quality product, on time and within budget while also providing a fast, error frees quality ordering system.

Products
Our product is essentially made with two main components. [53]

1) The boxes and shelves will be ordered from two different suppliers (Cab Parts, Scheers), and will be delivered in kitset form. They can be finished with custom veneers. 2) The doors, panels, and drawer fronts will come from four different suppliers: Bergmeyer Manufacturing, Homestead Woods, Decore, and Southwest Door Company. We will have 4 4-6 custom designs, with unlimited different custom finishes, available from Bergmeyer Manufacturing. The other suppliers will provide their stock products.

Target Market Segment Strategy

Trestle Creek Cabinets will be focusing on contacting contractors and architects that deal with the luxury home market. Making ourselves known to these entities will generate some strong leads, along with getting personal recommendations to the home owners. There are plans to upgrade office space to a showroom in a high visibility location. This will give us exposure to new home builders that are looking for our product.

Sales Strategy Our sales strategy is to make ourselves known through mailings, print advertising, and personal contact to architects and contractors who are primarily involved with the design/construction of commercial development and luxury homes. Having a showroom will be a sales tool in itself. A showroom will give us exposure to the general public, new arrivals to the area, and construction professionals. Sales Forecast The following table shows projected cabinet sales. As the company gets established in the market, we anticipate strong sales growth over the next three years.

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2. Durian Furniture Marketing Strategy in Kuwait

Durian furniture is moving toward internal marketing control by establishing programs such as an inhouse catalog publishing and distribution department, detailed customer service vehicles that will allow us to track the success of our marketing and sales, and further integration with established quality catalog vendors, such as Shaper Image. Our target markets present great opportunities for company growth, as our niche is not at all saturated at this point. We will dominate the high-end Office & Home furniture market by stressing the quality in workmanship and materials of our product lines, keeping up with and integrating technological advances in the personal computing environment, and by increasing our market research and customer service in order to constantly satisfy our markets' needs. The home Office & Home, small business owner, and corporate executive will greatly benefit from our quality products in terms of , comfort, and appreciation of the Office & Home environment. The key to reaching this market is to make them aware that our products are available. We do not need to convince them of anything but the assurance of quality in manufacturing and ergonomic design. Value Proposition Durain Furniture Mfr. gives the discriminating personal computer user, who cares aboutdesign and quality furniture and quality of working environment, a combination of highest quality furniture and latest technology, at a relatively high price. Critical Issues The critical issues emerge from the SWOT analysis and review of the market:

The underlying paradox: How can we sell our high-end customers a packaged kit that requires assembly? Or do we need to find channels to offer delivery of assembled product? Channels vs. Internet: Can we do both? Is there a channel conflict? Are we going to be able to manage our channels well enough to make money with them?

Marketing Objectives Our marketing strategy assumes that we need to go into specialty channels to address our target customer's needs. The tie-in with high-end quality catalogs like Sharper Image is perfect, because these catalogs cater to our kind of customers. We position as the highest quality, offering status and prestige levels of purchase. Our presence on the World Wide Web will increase the availability of our products to the specific market segments that we wish to target. Because Durain's product offerings concentrate on the integration of PC technologies, Web presence is a natural objective in reaching appropriate potential customers.

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Finally, our movement into internal catalog publishing will provide Durain's marketing managers with additional control over the content and recipients of our direct marketing. With experience gained through our inclusion in other high-end catalog merchants, and our managers' publishing experience, our internal catalogs will undoubtedly prove to generate great sales increases for Durain Furniture. Strategy Pyramids Our main strategy at Durain Furniture is to position ourselves at the top of the quality scale, featuring our combination of superb technology and fine old-fashioned woodworking, for the buyer who wants the best quality regardless of price. strategy include research and development related to new designs and new technology, choosing the right channels of distribution, and communicating our quality position to the market. Programs are mainly those listed in the milestones table, including new design programs, new equipment to keep up with design, channel development, channel marketing programs, our direct sales, and our continued presence in high-end catalog channels and new presence in the web.

Marketing Mix
Our marketing mix depends mainly on the product and product marketing, but we are also leveraging a lot more in our presence in channels than on our direct national branding. The channels are the key to our recent growth and our prospects for additional growth. Product Marketing Our product marketing has to emphasize the benefits of our unique combination of technological expertise, ergonomics, and fine furniture craftsmanship. We need to sell pride of ownership and workmanship, and prestige. That has to come out in our packaging, finishing, shipping, and collaterals. Product marketing's most important challenge is the problem of assembly and packaging. We know we have the best product when we deliver it locally. That isn't necessarily so when we send it in boxes to be assembled. We have to make sure that the assembly is truly easy. Promotion Our promotion strategy is based mainly on making the right information available to the right target customer. We can't afford to sell people on our expensive products, because most don't have the budget. What we really do is make sure that those who have the budget and appreciate the product know that it exists, and know where to find it. The marketing has to convey the sense of quality in every picture, every promotion, and every publication. We can't afford to appear in second-rate catalogs with poor illustrations that make the product look less than it is. We also need to leverage our presence using high-quality catalogs and specialty distributors.

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Service The service aspect of Durain's marketing mix is limited in traditional terms. That is, due to our high degree of quality in manufacturing and assembly, our product lines do not require continued maintenance or service. However, we do consider our customer service to be key to the retention of customers. Durain manufactures many accessories in addition to our main, executive desk lines. As a result, we offer a fully integrated Office & Home environment, including peripherals such as lamps, cabinets, tables, and chairs. Therefore, a Durain Furniture customer is not considered to be a one time buyer. The establishment of a quality Office & Home environment can be an on-going process. Durain will continue to offer additional pieces to our customers, targeting them based on their previous purchases. Sales Plan Our strategy focuses first on maintaining the identity with the high-end buyer who appreciates the best available quality, but is also very demanding regarding computer systems and technology. We've been able to find these customers using a combination of direct mail catalogs and direct sales to distributors. For the next year we continue to focus on growing presence in the high-end direct mail catalog that finds our specialty customer. We will work with Sharper Image and Broadview more than ever, and we expect to gain position in the major airline catalogs as well. Specialty retail is a new channel that could become important for us. Our work with distributors has been promising. We hope to continue the relationship with distributors selling directly to larger corporations, even though this takes working capital to support receivables. Channels Our past marketing strategy assumes that we need to go into specialty channels to address our target customer's needs. The tie-in with the high-end quality catalogs like Sharper Image is perfect, because these catalogs cater to our kind of customers. We position our products as the highest quality, highest price offering in any channel mix. By including our products in these high-end catalogs, we were able to successfully target the specific niche that was our marketing milestone. This has provided the foundation for a move to internal catalog production. With a higher degree of information control internally, these catalogs will target the same audience, but will include more extensive information in terms of quality, examples, testimonials, and information tailored to past sales experiences. Channels of Distribution The four main manufacturers are selling direct to the Office & Home superstores and buying discount clubs. This accounts for the main volume of distribution. The Office & Home furniture customer seems to be growing steadily more comfortable with the retail buy in the chain store.

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The major corporate purchases are still made directly with manufacturers. Although this is a major channel for some of the more traditional manufacturers, it is essentially closed to new competition. The direct channel is dominated by two manufacturers and two distributors. The distributors will occasionally take on a new line -- happily, this has helped Durain -- but the main growth is in retail. Published research indicates that 51% of the total sales volume in the market goes through the retail channel, most of that major national chains. Another 23% goes through the direct sales channel, although in this case direct sales includes sales by distributors who are buying from multiple manufacturers. Most of the remainder, 18%, is sold directly to buyers by catalogs. In the mainstream business, channels are critical to volume. The manufacturers with impact in the national sales are going to win display space in the store, and most buyers seem content to pick their product off the store floor. Price is critical, because the channels take significant margins. Buyers are willing to settle for laminated quality and serviceable design. In direct sales to corporations, price and volume is critical. The corporate buyer wants trouble-free buying in volume, at a great price. Reliable delivery is as important as reliable quality. In the high-end specialty market, particularly in our niche, features are very important. Our target customer is not making selections based on price. The ergonomics, design, accommodation of the computer features within the high-quality feel of good wood, is much more important than mere price. We are also seeing that assembly is critical to shipping and packing, but our customer doesn't accept any assembly problems. We need to make sure that the piece comes together almost like magic, and as it does, it presents a greater feel of quality than if it hadn't required assembly at all.

3. MARKET ENTRY STRATEGIES

There are numerous market entry strategies that a business can adopt when setting up offshore. Each has differing levels of risk, legal obligation, advantages and disadvantages. Following is an overview of factors that should be considered when assessing the options.

Local office
Under this simple form of foreign direct investment the exporter establishes a local presence through a representative or branch office, rents office space and hires staff (could be just one person). Advantages Greater control of marketing and distribution Direct contact with customers Improved credibility in market place with customers Access to local venture capital [58]

Management issues with market entry strategies Uniqueness of product International experience and knowledge of cultural issues Barriers to entry Designing a good business model Is it cheaper to produce locally overseas or to export? Is it better to license to infiltrate more markets faster? Have you insured against non-payment? How to address legal issues or conflicts with partners Have you got a plan for a currency increase?

4. 4 Ps
PRODUCT The business has to produce a product that people want to buy. They have to decide which market segment they are aiming at age, income, geographical location etc. They then have to differentiate their product so that it is slightly different from what is on offer at present so that people can be persuaded to give them a try. PROMOTION Customers have to be made aware of the product. The two main considerations are target market and cost. A new business will not be able to afford to advertise on national television, for instance and would not wish to because its market will be local to start with. Leaflets, billboards, advertisements in local newspapers, Yellow Pages and word of mouth would be more appropriate. PRICE The price must be high enough to cover costs and make a profit but low enough to attract customers. There are a number of possible pricing strategies. The most commonly used are:
PENETRATION PRICING charging a low price, possibly not quite covering costs, to gain a position

in the market. This is quite popular with new businesses trying to get a toehold. CREAMING the opposite to penetration pricing, this involves charging a deliberately high price to persuade people that the product is of high quality. Luxury car makers often use this strategy COST PLUS PRICING this is the most common form of pricing. Costs are totalled and a margin is added on for profit to make the total price. PLACE [59]

The business must have a location that it can afford, and that is convenient and suitable for customers and any supplier.

5. Target Market Strategy

Our segment definition is of itself strategic. We are not intending to satisfy all users of Office & Home furniture intended for use with personal computers, but, rather, only those who are most demanding. We are definitely out to address the needs of the high-end buyer, who is willing to pay more for quality. In our particular market, we also seek the buyer who appreciates two attributes: the quality of furniture workmanship and the excellence of design, with an understanding of technology and ergonomics built in.

Corporate executives: our market research indicates about 2.5 million potential customers who are managers in corporations of more than 100 employees. The target customer is going to be at a high executive level, in most cases, because the purchase price is relatively steep compared to standard Office & Home furniture. Small business owners: our customer surveys indicate a strong market among the owners of businesses with fewer than 100 employees. There are 11 million such businesses in this country, most of them with concentrated ownership that makes the owners potential customers. Home Office & Homes: the home Office & Home business has proliferated during the 1990s, and we also have home Office & Homes for people employed outside the home. This is a big market, some 36 million home Office & Homes, growing faster than other markets.

6. Promotion Strategy The promotion strategy will focus on generating referrals. Other potential sources of promotion include: Newspaper Advertisements Television Advertisements

Marketing Office
Marketing team will in Kuwait metro city of Kuwait. The marketing team will hire sales men in both zone as
population of Kuwait is 2.38 million 3 sales men would be enough.

Brand Name
Durian Furniture

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 Logo of the brand

Language on the products

Local language

Warehouse will be on rent

7. Financial Plan
Source of fund: 25%money funded by the company and 75% loan to bank Cost of project: 19,000, 0000

Particular Land & Building(lease) 3,600 Machinery Salary Electricity Advertising & Promotion Administrative expenses 50,000

1st Year 3,600 -

2nd Year 3,600 10,000

3rd Year

2,35,000 1,00,000 1,00,000

2,35,000 1,00,000 75,000

2,35,000 1,00,000 50,000

1,00,000

1,15,000

1,00,000

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Distribution & Transportation Container Charges

50,000

50,000

50,000

9,000

9,200

9,500

Total

647600

587800

558100

Break Even Point:

Initially we are launching our furniture products in major five cities and population of the city is around 1, 000, 0000.

Break Even point:

Total cost/ Margin 19, 000, 0000 /0.40 = 47, 500, 0000

No. of units:

Revenue/Avg. price 47, 500, 0000/ 40 = 11875000 unit

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CONCLUSION
This project is based on the study of international marketing plan introducing Durian furniture in Kuwait. Considering the status of the Furniture industry in Kuwait, there are prospects for the Business of furniture service components. There are only 5company who provide furniture service, the potential for the furniture industry to do business there is bright. Even though the Kuwait market and rich country.

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BIBLOGRPHY Websites:
1. www.durianfurniture.com 2. www.kuwaitfurinture.com 3. www.kuwait.com 4. www.gulftallent.com 5. www.kuwaitdirectory.net 6. http://hf.diabehbehani.com 7. http://www.ikea.com/

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