Niche Furniture Marketing in UAE: Market Penetration and Comparison

This homework assignment explores the potential of niche furniture marketing in the UAE, analyzing its ability to penetrate the market segment. The research investigates the strategies employed by mass furniture marketers and assesses the growth rate and opportunities within the UAE furniture market. It examines factors influencing consumer decision-making and compares niche and mass marketing strategies to identify strengths and weaknesses. The student justifies the topic's relevance, highlighting the growing furniture industry in the UAE and the limited research in this area. The assignment includes a literature review, focusing on key authors and their arguments regarding consumer behavior and marketing techniques. The student emphasizes the importance of understanding consumer needs, conducting environmental analyses, and employing effective product promotion to gain a competitive edge in the market. The assignment aims to provide information and guidance for future researchers in the field.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Section 1: Topic, Research Questions, Aim and Objectives
Question 1: In the box below highlight your Title and Research Question
(20 Marks)
TITLE: Niche furniture marketing in UAE to penetrate the market segment and its comparison with
the mass marketing strategy for taking on the market
RESEARCH QUESTION: Can Niche furniture marketing in UAE have the potential to penetrate
the market segment of the nation? What are the similarities as well as dissimilates between the mass
marketing strategy and the Niche marketing strategy in the retail industry of the nation?
Question 2: Break the research question into the main AIM and 4/5 Objectives (20
Marks)
AIM: The aim of the research is to assess the ability of the Niche furniture marketing to
penetrate the market segment of UAE.
The objectives the research are as follows:
Objectives
1
To find out the strategies that are being taken by the mass furniture marketers in order to
establish their business in the market

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2
To find out the growth rate, potential as well as potential of the furniture market in UAE
3
To find out the scope and opportunities that can be gained by the Niche furniture
marketers in the furniture industry of UAE
4
To understand the factor that influence the decision making ability of the consumers
5
To compare the strategies taken by the niche furniture market and the Mass furniture
market in order to establish their business in the industry.
Question 3: Based on the discussions in the previous workshops highlight below
justification of your topic and why you think it will make a good MBA Dissertation.

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The topic that has been selected by me is the ability of the Niche furniture marketing to
penetrate the market segment of UAE. The furniture industry of UAE is one of the fastest
growing economies in the Middle East. The chief reason behind the prosperity is considered to
be due to its oil reserves along with the emerging popularity of Dubai. Due to rapid enhancement
in the retail industry along with the life style of the individuals of the nation, UAE is becoming a
heavy industrial country. With growing industrialization as well as globalization, the furniture
industry of UAE is emerging as one of the strongest industry in UAE. Furniture manufacturers
as well as suppliers are considered to be two of the major contributors to the development of the
infrastructure of the nation. With enhancing population in the chief cities, the demand for
modern stylish furniture product is also increasing. Hence the demand for niche furniture product
along with mass furniture products is increasing in the mentioned industry.
When it comes to Niche marketing, it is defined as the subset of marketing on which a
specific product is focused. Considering the fact that a huge opportunity is available to the
marketers of niche furniture to establish their market in the furniture industry of UAE, it is
highly crucial for the marketers to understand the strategies that will help the organizations to
enhance their revenues. However, it has been noticed that while an ample amount of research
papers are present other business industries of UAE, limited amount of researches has been
conducted on the furniture industry of the nation. Hence I have selected the topic “the ability of
the Niche furniture marketing to penetrate the market segment of UAE” as the topic to be
worked on. On the other hand, considering the fact that the mass furniture marketing is the
current major marketing strategy that are implemented by majority of the furniture
manufacturing organizations in UAE, it is highly crucial for the niche marketers to compare their
strategies with the mass marketing strategies in order to gain a better understanding of the

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strengths as well as loopholes of the same. Hence I have conducted the research in order to
compare the two mentioned marketing strategies for furniture. This comparison have helped me
to understand what new strategies needs to be adopted by the niche furniture marketers and what
strategies needs to be modified to maintain as well as enhance their business in the mentioned
country. One of the chief reasons for conducting the research is to provide information as well as
guidance to the future researchers who will conduct research based on the research topic.
I have tried to follow all the instruction provided to me by my instructor. Not only this, I
have selected appropriate research approach, research design, data collection as well as data
analysis methods in order to enhance the quality of my research paper. While selecting articles
for conducting literature review, I have selected scholarly academic articles for maintain the
authenticity of my research. Considering the fact that efficient marketing has the potential to
enhance the revenue and marketing value of an organization, the research paper will definitely
help the Niche furniture marketers to gain consumer base, brand equity and high revenue in the
furniture market of the nation.
Section 2: Literature Review
Question 4: Who are the key authors within your topic area that you have noticed in your
search (Highlight at least 4) (12 Marks)
Decrop, A. & Kozak, M., 2014. Consumer goals in vacation decision making. Journal of Travel &
Tourism Marketing, 31(1), pp. 71-81.
The chief aim of the above article was to demonstrate the perceptive of the different kinds of
customers while making decision during purchasing. The article provides an deep insight of different
expectation as well preference of the different kinds of tourists while deciding on a specific holiday
destination.

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Malhotra, N., Hall, J. & Oppenheim, P., 2013. Essentials of Marketing Research: An Applied
Orientation. Sydney: Sage.
In this article the authors have chiefly focused on the requirement of the market as per the current
market scenario taking relevance on the contemporary marketing tactics. The article contains a good
number of marketing keywords like service quality and product quality in order to develop an
appropriate flow of perspective.
Dörnyei, K., Krystallis, A. & Chrysochou, P., 2017. The impact of product assortment size and
attribute quantity on information searches. Journal of Consumer Marketing, 34(3), pp. 191-201.
In this article, the authors a pointed out the market insights along with a good number of tools and
techniques for understanding the market mechanism along with the targeted segment.
Wu, P., Yeh, G. & Hsiao, C., 2011. The effect of store image and service quality on brand image and
purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), pp. 30-39.
The mentioned journal has totally focused on how the marketers can attract the attention of the
consumers. According to the authors of the article it is highly crucial for the marketers to showcase
their product in an attractive manner in order to gain the attention of the consumers.
Question 5: Highlight below the key arguments and discussions coming forward in the
literature you have reviewed so far. (24 Marks)
According to (Decrop and Kozak, 2014), tourists are more likely to make choices that
they are sure about and will not regret at all. Minimizing the cognitive efforts involved in a
decision task is a major goal as well. Consumers also got the probability to justify that their
decisions easily to relevant others along with maximizing the accuracy of their choice. Thus, in

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order to establish their business in the mentioned industry, the niche furniture manufacturing
organizations needs to focus on perfection of their product along with the quality of the same.
Along with perfection and quality it is also crucial for the marketers to understand the
requirement of the market on the basi of the current market scenario taking relevance from the
contemporary market practice. In order to understand the specific requirement of the consumers
in UAE, marketers can invest in both online as well as offline marketing techniques. One of the
best techniques that can be undertaken for maintain communication with the consumers is
through social media platforms. With emerging technological development, majority of the
population of UAE is present in social media platforms. Hence, though regularly posting in the
popular social media platforms the marketers will be able to maintain regular communication
with the target consumer. This in turn will enable the organization to understand the specific
requirements of the consumers along with enhancing consumer’s loyalty or consumer base.
Another point that needs to be highlighted is that the niche furniture marketer needs to
conduct both micro as well as macro environmental analysis in order to access the marketing
insights, various tools as well as techniques for understanding the market mechanism and the
target segment. It is highly crucial for new organizations to conduct a detailed analysis of the
political, economic, social, technological, legal and environmental factors of UAE. In order to
gain competitive advantage in the mentioned industry, it is highly crucial for the management of
the niche furniture manufacturing organizations to understand the perspective of the consumers
when it comes to developing new products. Along with this effective promotion and showcasing
of the products is also crucial in order to attract the consumers towards the products.

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Reference List
Decrop, A. & Kozak, M., 2014. Consumer goals in vacation decision making. Journal of Travel
& Tourism Marketing, 31(1), pp. 71-81.
Dörnyei, K., Krystallis, A. & Chrysochou, P., 2017. The impact of product assortment size and
attribute quantity on information searches. Journal of Consumer Marketing, 34(3), pp. 191-201.
Malhotra, N., Hall, J. & Oppenheim, P., 2013. Essentials of Marketing Research: An Applied
Orientation. Sydney: Sage.
Wu, P., Yeh, G. & Hsiao, C., 2011. The effect of store image and service quality on brand image
and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1),
pp. 30-39.