Situation Analysis of Progressive Office Furniture: MKTG6002 Report

This report presents a comprehensive situation analysis of Progressive Office Furniture, an Australian company specializing in office furniture manufacturing and installation. The analysis begins with an executive summary and table of contents, followed by an introduction outlining the report's objectives. It delves into the company's value proposition, highlighting its corporate and dealership solutions, in-house design team, and core brand values. The report then examines buyer behavior, emphasizing the importance of furniture in creating functional and aesthetically pleasing workspaces. The micro-environment section explores Progressive Office Furniture's employees, suppliers, and competitors, including Krost and Fursys Australia. Macro-environmental factors, such as demographics, economic growth, political stability, and cultural influences in Australia, are also discussed. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. Finally, the report concludes with recommendations for capitalizing on strengths and mitigating threats, leveraging in-house CAD and augmented reality, and providing dealership solutions. The report aims to provide a thorough understanding of Progressive Office Furniture's market position and strategic considerations.

Running head: SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
Situation Analysis of Progressive Office Furniture
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1SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
Executive Summary
The primary purpose of this report is to elaborate on the value propositions along with the
buyer behaviour of Progressive Office Furniture. The report elaborates on the employees,
suppliers, customers along with the competitors of the company. The report talks about the
macro-environmental forces that have an effect on the company. The report talks about the
strengths, weakness, opportunities and the threats for the company.

2SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
Table of Contents
Introduction................................................................................................................................2
Value proposition and the buyer behaviour...............................................................................2
Micro-environment of Progressive Office Furniture.................................................................3
Macro-environmental factors influencing Progressive Office Furniture...................................5
SWOT Analysis.........................................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................9

3SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
Introduction
Situation analysis helps in analysing the internal along with the external factors of the
business. It helps in identifying the business capabilities along with the potential customers
that can have an effect on a company. It is an integral part of business plan that can aid a
business in attaining the success. It is a critical step that helps in the establishment of long
term relationship with the consumers. Progressive Office Furniture refers to the Australian
company that deals with the manufacturing and the installing of the office furniture. It have
been providing the office fit out services over the course of the last 29 years
(Progressiveoffice.com.au., 2020). This report throws light on the value proposition along
with the core brand values of Progressive Office Furniture. This report elaborates on the
suppliers, customers along with the competitors of the company that is crucial for the
marketing of the organization. This report elucidates on the macro- environmental forces that
have an effect on the strategies of the organization. This report elucidates on the strength,
weakness, opportunities and the threats in the path of the company. This report suggests the
strategies that can help Progressive Office Furniture in capitalising on the strengths and
overcoming the threats that face the company.
Value proposition and the buyer behaviour
The value proposition of the company lies in the fact that it have large team of the
specialists in the two main divisions: corporate along with the dealership solutions. The
corporate division of the company takes care of the supply and the installation of the loose
office furniture. The dealership solutions on the other hand provides the service for the multi-
franchise organizations which requires the programmed rollouts for the building of the
furniture within the framework of large networks of Australia. The superior positioning of the
company lies in the fact that it have the in-house design team that creates the aesthetic

4SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
solutions for the space along with the people requirements. The company manages the plan
by taking recourse to the project management that helps in providing the great service for the
people. The core brand values of the company are that it provides the customised furniture so
that it can meet the unique demands of the clients. The company meets the specific
requirements of the clients which are dictated by the price along with the quality of the
products. The extended self- theory talks about the fact that the possessions should be able to
reflect identity of possessor. The possessions can be said to be the extension of the own self
of an individual and the company adheres to demands of clients that have provided the value
for company. The company lays emphasis on the value of the honesty along with the integrity
that have helped the company in becoming popular among the people. The company provides
the materials of the high quality that have put the company in a superior footing when
compared to the competitors. The people are emotional in nature and they want to have the
kind of the furniture that aids in the reflection of their personality.
There exist many people in Australia who are proud about their furniture and they
take a great deal of time for buying their favourite piece of the furniture. The consumer
behaviour is dictated by the fact that the workstations should facilitate the togetherness
among the workers of the company. The furniture in these rooms plays a crucial role in
providing the feeling of relaxation to the workers of an organization. The offices in the
present age lay stress on the layout of the workstation so that it can improve performance of
team. The organisations can improve the functionality with the aid of the height adjustable
workstations. The businesses are drawn to the company as they can serve ergonomically
approved designs that augments the look of the office.
Micro-environment of Progressive Office Furniture
Progressive Office Furniture recruits a large number of the furniture designers who
specializes in the designing of the furniture for the company. The workers of the company

5SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
have the in-depth knowledge about the designing of the couches, chairs along with the tables
that have meet the needs of the clients. They adhere to the requests of the consumers and
update the furniture on the basis of the changing times that can righty serve the needs along
with the desire of comfort for the people.
Progressive Office Furniture have various suppliers like Aussie Furniture, Australian
Hardwood Furniture, Blue Diamond Furniture, Aspen Interiors, EFI Furniture and Ramler
Furniture Pty Limited. Aussie Furniture have integrated themselves in current market so that
they can serve vast range of the clientele (Aussiefurniture.com.au., 2020). The company have
purchased the modern machinery so that they can meet current demand. Australian
Hardwood Furniture makes the premium furniture so that it can add to the grandeur of the
offices present in Australia. Blue Diamond Furniture have been involved in the furniture
industry since the year 1970 and they gained the wholesale experience in relation to the
manufacturing of the furniture. Aspen Commercial Interiors is a dynamic company of
Australia which have pioneered art of blending of the contemporary office solutions with that
of the innovative designs (Aspeninteriors.com.au., 2020). EFI Australia is the trusted
designer along with the distributor of the quality school along with the office furniture.
The customers of the company are the various organizations of Australia who wants
to have an elegant look that can serve the needs of the employees along with the clients. The
company offers the furniture of the leading brands that have enabled them in attracting
companies of great stature in Australia. Their work-center collection, computer armoires
along with the file cabinets are offered at the great price ranges to the people that aids in
providing the valuable service to the customers (Miranda, Morabito & Ferreira, 2018). The
company have created the designs along with the layouts that can fit the needs of the
environment. The clients of the company are Chobani, Essendon along with the Waterman

6SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
Business Center that have made the company popular among the people. The clients of the
company are Telstra, Coca Cola along with the Commonwealth Bank.
The competitors of Progressive Office Furniture are Krost, Office Furniture Company
along with Fursys Australia that acts like a threat for the future of the company. Krost have
been instrumental in selling the office furniture for the last 30 years and the ideals of the
company acts as the main keystones for the success of the company (Krost.com.au., 2020).
The company provides the office furniture that aids in shaping the corporate image of the
company. The company have created the productive workplace that have helped the company
in getting the high return on the investment. Office Furniture company have the innovative
business model along with the industry experience that have helped the company in the
offering of the top quality products. The company have the confidence in the ergonomic
products and they have the international certification that have helped in bringing success for
the company. Fursys Australia is the leading supplier of the workstations along with the
commercial office furniture within the framework of Australia (Fursys.com.au., 2020).
Macro-environmental factors influencing Progressive Office Furniture
There are various kinds of the external factors that have impact on the business
growth of Progressive Office Furniture. On the basis of the demographics, it can be asserted
that the country have renowned companies like Commonwealth Bank, Australia Securities
Exchange, Coles, Ramsay Health Care and Amcor that can aid in the positive development of
the company in the country. The organizations can take recourse to the exclusive range that is
offered by the company that can aid in the development of the company.
Australia have experienced the consecutive annual economic growth and they have
been able to set a new record among the developed economies in the world
(Austrade.gov.au., 2020). The country have the safe environment for the conducting of the

7SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
business that can act as an impetus for the success of Progressive Office Furniture (Zutshi et
al., 2016).
Australia is sixth largest country within world and it is covered by the native
vegetation. The identity of the Australians have been shaped by the relationship with that of
the natural environment. It is an advanced and an urbanised country that can have the positive
influence on the development of the organization.
Australia have the stable political environment that can aid in the operation of
Progressive Office Furniture. The country operates in the independent and in an impartial
manner that can propel the growth of the organization and aid it in going in the right
direction.
Australia have harnessed the technological advances that have enabled the companies
in bringing about the improvement in the business model (Dell’Era, Magistretti & Verganti,
2018). It have aided in the creation of the new products that have helped in enhancing the
daily lives of the people. The technological developments can act as an impetus for the
furniture industries existing in Australia.
The cultural in Australia is greatly influenced by the Western culture and they have
the rich culture that can create the way for the development of Progressive Office Furniture.
The people in Australia are very proud about their heritage and they want to build the modern
egalitarian society (Heritage.org., 2020). They are devoted to the aspect of the aesthetics that
can have a positive effect on furniture industry in the country.
SWOT Analysis
The strength of Progressive Office Furniture lies in the fact that it makes the modern
office designs with the aid of the onsite consultation that have increased the prestige of the
company in the Australian context. The weakness of the company resides in the fact that the

8SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
company does not make the investment in the new technologies that can aid in the process of
the expansion of the company (Ismail et al., 2017). The opportunities are provided for the
company as the people in Australia are aesthetic and they understand the importance of
beauty. It that have augmented the popularity of the company. The company have invested a
great deal of money for bringing about the modifications in the online channel of the
organization (Susanty, Hidayatika & Jie, 2016). The threats lie in the path of Progressive
Office Furniture owing to the presence of the competitors like Krost and the Fursys Australia
that can act as a barrier in the path of the growth of the company.
The firm can make use of the in-house CAD that can help the company in providing
the right solution to the clients (Ng & Kanagasundaram, 2017). It can aid the company in
creating modern designs that can set it apart from the other companies in Australia.
Progressive Office Furniture can use the augmented reality that can aid the customers in
getting broad ideas regarding their purchasing options. It can provide the dealership solutions
to the clients that can help it in the delivering of the superior service. The company can make
use of the exclusive networks that can provide the consistent service to the clients (Chan et
al., 2018). The company can overcome the threat of the rivals by providing the people with
the extensive product knowledge that can help in enhancing customer experience. The sales
professionals in the company should have the abundant knowledge for positioning
themselves as the experts on products which are being sold by them.
Conclusion
Value proposition of Progressive Office Furniture lies as the company have large
number of the specialists in the divisions that have increased the success of the company.
Corporate division of company takes care of installation of that of loose office furniture. It
have different suppliers like Aspen Interiors, Australian Hardwood Furniture along with the
EFI Furniture which have provided the benefits for the company. The people in Australia are

9SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
concerned about aesthetics which bears positive impact on the furniture industry within
Australia. Strength of the company is that it is instrumental in making modern office designs
which have increased prestige of company within Australia. Firm can take recourse to in-
house CAD which can provide right solution to clients. It can help in the creation of the
modern designs which can help it in getting an edge above competitors. Sales professionals
within Progressive Office Furniture should possess sufficient amount of the knowledge that
can enable them in positioning themselves in a better way within market.

10SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
References
Aspeninteriors.com.au. (2020). Leading Australian Manufacturer of Office Furniture and
Joinery. Retrieved 21 March 2020, from https://aspeninteriors.com.au/
Aussiefurniture.com.au. (2020). Aussie Furniture. Retrieved 21 March 2020, from
http://www.aussiefurniture.com.au/
Austrade.gov.au. (2020). Why Australia Benchmark Report 2018. Retrieved 21 March 2020,
from https://www.austrade.gov.au/International/Invest/Why-Australia/robust-
economy
Chan, S. W., Tiwari, S. S., Ahmad, M. F., Zaman, I., & Sia, W. L. (2018). Green
Procurement Practices and Barriers in Furniture Manufacturing Companies. Int. J
Sup. Chain. Mgt Vol, 7(6), 431.
Dell’Era, C., Magistretti, S., & Verganti, R. (2018). Exploring collaborative practices
between SMEs and designers in the Italian furniture industry. Researching open
innovation in SMEs, 307-345.
Fursys.com.au. (2020). Workstations & Commercial Office Furniture - Fursys Australia.
Retrieved 21 March 2020, from https://www.fursys.com.au/
Heritage.org. (2020). Australia Economy: Population, GDP, Inflation, Business, Trade, FDI,
Corruption. Retrieved 21 March 2020, from
https://www.heritage.org/index/country/australia
Ismail, S., Rahman, A. A. A., Ismail, A. R., Daud, K. A. M., & Khidzir, N. Z. (2017).
Internet marketing strategy for furniture industry: a research based ergonomics sofa.
In Advances in Human Factors, Business Management, Training and Education (pp.
571-579). Springer, Cham.

11SITUATION ANALYSIS OF PROGRESSIVE OFFICE FURNITURE
Krost.com.au. (2020). Office Furniture, Office Chairs, Desks, Workstations | Australia -
Krost Business Furniture. Retrieved 21 March 2020, from https://www.krost.com.au/
Miranda, P. L., Morabito, R., & Ferreira, D. (2018). Optimization model for a production,
inventory, distribution and routing problem in small furniture companies. Top, 26(1),
30-67.
Ng, B. K., & Kanagasundaram, T. (2017). Sectoral innovation systems in low-tech
manufacturing: Types, sources, drivers and barriers of innovation in Malaysia’s
wooden furniture industry. Institutions and Economies, 549-574.
Progressiveoffice.com.au. (2020). Office Furniture Melbourne, Designs, Chairs, Desks,
Tables, Supplies in VIC. Retrieved 21 March 2020, from
https://www.progressiveoffice.com.au/
Susanty, A., Hidayatika, S. R. P. N., & Jie, F. (2016). Using GreenSCOR to measure
performance of the supply chain of furniture industry. International Journal of Agile
Systems and Management, 9(2).
Zutshi, A., Creed, A., Holmes, M., & Brain, J. (2016). Reflections of environmental
management implementation in furniture. International Journal of Retail &
Distribution Management.