2017-01-06 来源: 51Due教员组 类别: 更多范文
As the development of real estate and infrastructure, the decoration and design industry also development quickly. Residents normally decoration their house every three years, in UK. After the government implement the new real estate policy to encourage the development of real estate market, the real estate market of UK will have a quickly development in the future. According to the authority data, in the future five years, the real estate market will have a 12% growth annual; add to the decoration their house every three years, the real estate market will have more growth speed. Actually the government infrastructure also has a quickly development, the UK government will take some investment for the infrastructure. According to the per capita housing development plan, at the end of 2020, the residential area per capita of urban residents will reach to 50 square meters, the real estate market will reach to 3billion square meters. Based on the quickly development of real estate market and government infrastructure, the decoration and design market will also has a quickly development. The UK government also makes some policies of real estate market, set up a total 400 million residential construction investment funds to support companies and increase the supply of houses, stimulate house construction and consumption plans will also help fist time homebuyers, support the Home builders Federation, mortgage lenders committee lead up to 95% of housing fund mortgage loans to first time to homebuyers, thus easing pressure on them to pay 20% down payment. At present, the decoration and design output value is ￡60billion, accounting to the GDP of UK is about 2%, in the future the ration of decoration and design will reach to 5%. In summary the decoration and design industry will have a broad space development in the future.
The feature of decoration and design includes firstly, individuation, different housing has different decoration and design, the customer want to have special decoration according to the personal preferences; secondly, professional, the decoration and design need the professionals, and interior designer use the experience and professional knowledge to decoration and design the house. Thirdly, regional, actually the resident accepts decoration and design in the nearby area. Fourthly, seasonal, follow to the real estate market, the decoration and design has seasonal, from October to the next year March is busy season, while from April to September is off-season. Fifthly, decoration and design has a very short period, the total process only about four months in general.
Porter’s five present the market competition to our company. The existing decoration companies have better brand name and reputation in the market, which means the higher customer loyalty. However, because of their brand, the prices of products and services are also expensive. They could offer good after-sales services. The buyers care about the price and the quality. They do not understand the materials profits structures and qualities. The small decoration companies may ask for quit considerable price for the service and products. The competitors like B&Q have the competitive advantages on the costs, therefore, it may cause a price strike to us. However, the Chinese decoration elements could help us to overcome these issues. This is because local businesses could not offer such products. Furthermore, their have less awareness on Chinese culture. There are large number of customers are DIY their house in the UK. However, those customers may have less knowledge on the design and the materials choosing. Our “DIY Package” could help this group of customers to build up their own places with professional design and quality materials. All in all, there are issues and threats in the industry. However, by applying different features of products, services and strategies, we still have the space to survive and grow.
Based on the decoration and design industry feature, we make the SWOT analysis to the company. Strength: firstly, the real estate decoration and design carries out Chinese style, apply the China Feng-Shui science, such as book of change、Yin and Yang. For garden decoration and design, it uses the Japanese style. Employ the Chinese Feng-Shui master and Japanese garden experts’ consults to decoration and design. Secondly, the company provides the home improvement warranty and follow-up services, make the customer satisfaction. Weakness: the company was found very late, some rules may not perfect, and has low image in the decoration and design. Opportunity: the quickly development of real estate market and government infrastructure make the decoration and design industry also will have a broad space development. More and more Western people fascinate to Eastern culture, because they think some Eastern culture filled with mysterious feeling. And they prefer to try to this kind of culture. Actually as the income of resident increase, the decoration and design demand for resident will increase, in summary the decoration and design will has a large opportunity in the future. Threat: due to the decoration and design has large development space, they are many decoration and design companies in UK, particularly in the London. There are more than 10 thousand decoration companies in UK, actually they are also many companies enter into this industry. The mainly cost of company is human cost, the salary of interior designer increase every year, so the cost also is a threat for the company.
In the decoration and design industry, there are more than 10 thousand decoration companies in UK. While the industry concentration is very high, the market share of TOP 10 decoration and design companies accounting to more than 50% , the leaders of decoration and design companies includes Halcrow engineering consulting Co,.Ltd, J&C Intl Architectural Design Co,, Ltd. The decoration and design market in UK is a monopolistic competition market, although the large companies accounting to large market share, while it also exist many small scale companies.
The market positioning is the residential, the customers mainly positioning the Young,who purchase fashion, particularly love the oriental culture. From the above analysis, the market target of oriental charm house and garden decoration company is to become the leaders of decoration and design in London, and well know in London.