Competition analysis in the furniture industry: A qualitative research on Düzce furniture industry

The main purpose of this research is to examine how the managers of the furniture industry in Düzce perceive the current competitive conditions and interpret the struggles faced by the management. In addition, competitive strategies, attitudes and moves of business executives against market competition conditions were evaluated. In this research, the factors affecting the competition of manufacturing and sales companies operating in the furniture industry were examined within the framework of M. Porter's five power models. In addition, the other factors affecting the competition conditions of enterprises in the industry were determined and the competition analysis of the furniture industry in Düzce was aimed. The scope of the research consists of 68 manufacturing and sales enterprises registered to Düzce Chamber of Commerce and Industry and producing living space furniture. Among these enterprises, 15 business owners and managers who have an important place in the furniture industry of Düzce, thought to answer research questions and accepted the interview request were included in the study. In this study, since the perceptions of managers about competition and their struggles in the market were examined, qualitative research method was preferred in order to obtain comprehensive data on the subject. The data of the study was obtained by applying face to face interview technique to business managers of furniture industry. The findings of the research were analyzed by defining the content of the concepts that are thought to affect competition and describing them according to the themes and categories.Both qualitative and descriptive analysis methods were used in the study. According to the findings of the research, the competition in the furniture industry is widespread in Düzce. This prevalence is due to the high number of enterprises. In order to compete in an intense competitive environment, managers exhibit policies and strategies that are appropriate to the business situation. With these policies and strategies, it was determined that they outperformed their competitors in general. It was emerged that the most effective competitive tools in the market in the industry are design and product diversity, pre-sales and after-sales service, quality products, relations with customers and research and development activities. It has been found that the evaluations of M.Porter's five power model elements are compatible with the literature. In addition, Düzce has an important place in the furniture industry due to its location. Keywords: Competition theory, five power models, competition strategy, furniture industry