Analysis of target market&competitors&substitutes of folding beds market in Germany

1. SPRINT 1 “TARGET
AUDIENCE ANALYSIS”
GOAL 1: TARGET AUDIENCE
GROUPS AND THEIR
FEATURES
GERMANY
Team 1
Daria Bezkorovaina
Eugene Volyk
Maria Korzhenko
Olha Lapii

2. MACROECONOMIC INDICATORS
 Total GDP (PPP) - $3.338 trillion (2014)
 GDP per capita - $41.248 (2014)
 CPI – 107.0 (Sep/14)
 Inflation – 0.8 (Sep/14)
 Unemployment – 4.9 (Aug/14)
 Average salary per month – 2824 EUR (Q3 2013)

3. PURPOSES OF USE OF BEDCHAIRS
 camping
 fishing/hunting
 country houses, gardens (for leisure)
 as a spare sleeping place

4. TOP MARKETS FOR FISHING AND
CAMPING BEDCHAIRS

5. COUNTRIES – MAIN
MANUFACTURERS OF BEDCHAIRS

6. TARGET AUDIENCE IN GERMANY
DEPENDING ON PURPOSE OF
USAGE:
 Camping, fishing/hunting: man and woman aged
20-40, married or not, with average level of
income (2000-4000 EUR per month) who prefer
active style of life; fishermen and young travelers
 Leisure & Rest (country houses, gardens), as a
spare sleeping place: man and women aged 18-
45 (if used in the garden – may be also retired),
both low and average level of income (1000-3000
EUR), people who have small apartments or
country houses

12. COMPETITORS: PRICE RANGE
Maximum
315, 45
price, EUR
Minimum
price, EUR
17,95
Average price,
EUR
130,16

13. DISTRIBUTION OF COMPETITORS’
FOLDING BEDS BY PRICE
SEGMENT, %

14. PRODUCTS-SUBSTITUTES
1) Camping, fishing/hunting:
 sleeping-bag
 sleeping pad
 air bed
2) Country houses, gardens (for leisure):
 chaise longue
 air bed
 hammock
3) As a spare sleeping place:
 air bed
 chair-bed
 guest mattress

15. SUBSTITUTES (LEISURE & REST):
CHAISE LOUNGES

16. SUBSTITUTES (LEISURE & REST):
DISTRIBUTION OF CHAISE
LOUNGES BY PRICE, %

18. SUBSTITUTES (LEISURE & REST):
DISTRIBUTION OF HAMMOCKS BY
PRICE, %

19. SUBSTITUTES (SLEEPING PLACE):
GUEST MATTRESS

20. SUBSTITUTES (SLEEPING PLACE):
DISTRIBUTION OF GUEST
MATTRESSES BY PRICE, %

21. SLEEPING BAGS (camptz.de)

22. SUBSTITUTES (CAMPING & FISHING):
DISTRIBUTION OF SLEEPING BAGS BY
PRICE, %

23. AIR BEDS (camptz.de)

24. SUBSTITUTES (CAMPING & FISHING; SPARE
SLEEPING PLACE; LEISURE&REST):
DISTRIBUTION OF AIR BEDS BY PRICE, %

25. COMPARISON OF AVERAGE PRICES
FOR SUBSTITUTES AND BEDCHAIRS
IN GERMANY
Title Average price,
EUR
Bedchair 130,16
Hammock 77,41
Air bed 69,23
Guest mattress 148,11
Sleeping bag 94,76
Chaise lounge 78,79

26. WOODEN
OBI
Amazon

27. PLASTIC (amazon.de)

28. METAL
WOODEN

29. PRODUCTS-SUBSTITUTES
OBI
Amazon

30. COMPETITORS: PRICES
Maximum
469,55
price, EUR
Minimum
price, EUR
2,82
Average price,
EUR
53,79

31. THANK YOU FOR
ATTENTION!