Situational Analysis of Indian Furniture Industry

Purpose: The study aims to do marketing mix of plastic furniture industry, to do SWOT analysis of furniture industry and Nilkamal group of companies, and to recommend marketing strategies for the plastic furniture industry. Research Design, Data & Methodology: A structured questionnaire has been used to collect primary data. Convenience sampling has been used in the study. The sample size is 120. Results: The strengths of Nilkamal are as follows: National leader, Pro-actively enters new segments and markets, Partners well-established companies, Strong distribution in the company, Vast product range with emphasis on quality, Financially strong, and Strong R & D. Conclusion: In order to improve its marketing strategies, Nilkamal can take the following steps: Target Kid's furniture kit, Advertise the products as being designed with respect to safety by avoiding sharp edges, The furniture set can be customized to suit the kid's tastes, A retail chain for plastic furniture can be opened in the major cities, A resale store can be opened at major cities in the country where the sales of plastic furniture are high, and Venture into wood-plastic composite furniture.