PEV301: JFS Event in Spain - International Market Entry Report

This report provides an analysis of the January Furniture Show's (JFS) strategy to enter the Spanish market, specifically targeting Barcelona. It outlines the proposal, including the event's success in the UK and the selection of Spain as a new international market. A SWOT analysis is conducted to assess the strengths, weaknesses, opportunities, and threats associated with the event. The identified market is Barcelona, chosen for its high tourist traffic due to football events. The event theme, "World-class innovation...to make everyday living comfortable for you," aims to attract attendees with musical nights and debates on home decor solutions. The report concludes by highlighting the importance of comfort design in furniture choices and the increasing trend of makeshift arrangements in office furniture, using these insights to inform the business pitch. The report references various sources to support its findings.

FURNITURE EVENT IN SPAIN

IDENTIFICATION OF NEW MARKET
 The January Furniture Show
aims to enter the Spanish
market
 The French Portugal culture of
the Spanish people welcomes
comfort living along with
revolutionary designs
 High tourist attraction

OUTLINE OF THE PROPOSAL
 The January Furniture Show had
been a major hit in UK ever
since inception
(januaryfurnitureshow.com
2018).
 Recently the organisers have
been attempting to take the event
to a new international market.
 The new international marketing
domain selected by the company
was Spain whereas the targeted
marketing niche was Barcelona.

SWOT OF THE CHOSEN EVENT
Strength Weakness
 Long heritage value associated with the event
 International reputation possessed by event
(furniturenews.net 2018)
 Single platform depicting an array of home decor
solutions to power business and homes
 Poor online presence
 High costs associated with the three days event often
makes getting sponsorship difficult (Geldres-Weiss et al.
2016)
Opportunities Threats
 Increased international distribution (Varadarajan 2014)
 Supports education program though philanthropic
activities
 Increased awareness regarding workplace ergonomics
 Changing taste of customers
 Protection of the ownership of the newly conceived ideas
 Security concerns of the attendees
 Increased environmental concerns owing to emission of
carbon particles

IDENTIFIED MARKET
 The identified market for the
chosen product launch was
Barcelona
 This is because Barcelona
has one of the highest number
of tourist visitors owing to the
large number of football
events it hosts
 Hence, hosting a trade fair
there would pull sufficient
number of crowds

EVENT THEME/DESIGN
 The JFS organisers wants to conduct a furniture trade
show in the Barcelona city of Spain later in the year
during the October-November sessions
 For the event, a memorandum of understanding has
been signed with a number of Spain based companies.
 The theme chosen for the JFS event for the Spain based
event later in the year is –“World-class innovation...to
make everyday living comfortable for you”
 The event will host interesting program such as musical
nights and interesting debates on home decor solutions

CONCLUSION
 It has been seen that 50% of the furniture choices are done based
upon comfort design rather than creative design.
 Globally 75% of the offices have been seen to pick furniture
designs with easy makeshift arrangements (furniturenews.net
2018).
 Using these figures the business pitch will be made by the
company

REFERENCES
 furniturenews.net 2018, furniturenews.net , available at :
https://www.furniturenews.net/resources/articles/2017/11/1028074656-
guide-uk-furniture-exhibitions-2018 [Accessed on 19 April 2018]
 Geldres-Weiss, V.V., Soto, M.A., Ramos, H.R. and Uribe, C.T., 2016.
Social Capital and International Business Networks: The Case of a Fair
Trade Organization. J Account Mark, 5(168), p.2.
 januaryfurnitureshow.com 2018, januaryfurnitureshow.com , Available
at : http://www.januaryfurnitureshow.com/ [Accessed on 17 April 2018]
 Valverde, A., Magalhães-Fraga, S., Magalhães, J. and Barroso, W.,
2015. Agrobiodiversity products by SWOT analysis as an analysis for
strategic innovation. Journal of technology management &
innovation, 10(4), pp.57-63.