Samenvatting

A 'post-modern' rustic framing company which operates on a small market where high quality and being green is the biggest competition advantage. The most important need of the product is that for home decoration. The customer can use the frame for own use or as a social need, to give it away as a gift. Another need, which is becoming more and more important, is the need to be environmentally friendly. Green awareness is a global phenomenon and customers are willing to pay a higher price. If we look at the company, we can state they are well performing on the product quality and innovation and thus both are a major strength of the company. The product quality is, together with design and being green , their unique selling point. The company has a good reputation and they are market leader (probably control around 70-80% of the market) and quite established themselves.
The Dutch market will prove to be an easy accessible market for Luna. Open, many potential customers and home deco conscious. Dutch consumers are also following the global green awareness trend. Luna's potential customers see the high-quality design frames as added value to their home environment. It stands for luxury, exclusivity and uniqueness. Luna's customer is a Dutch woman aged 25 to 55 with a higher education level (college or university) and having a household income of minimal € 35000 per year who are design and décor conscious consumers. A small group can be targeted as green aware and very interested in fair trade products and travelling the world. The customers will buy at fair-trade shops, design stores, home decoration shops or other luxury department stores to obtain a Luna frame. Our customers are likely to enjoy art, design and culture. However outside our target group, it could be possible to sell quite some frames. Think about men buying a gift for their girlfriend/wife...