Nirmala Adhikari

MARKETING PLAN

Wooden products business in Nepal

Thesis
CENTRIA UNIVERSITY OF APPLIED SCIENCES
Industrial Management
September 2016
Centria University Date Author
of Applied Sciences August 2016 Nirmala Adhikari

Degree programme
Industrial Management
Name of thesis
MARKETING PLAN. Wooden products business
Instructor Pages
Kaija Arhio 39
Supervisor
Kaija Arhio

The aim of this thesis was to provide a marketing plan of Woodsy company. The company operates in
the field of furniture and wooden products. To strengthen its position on competitive markets and for
effective marketing, the company required a structural marketing plan. The main goal of this thesis was
to draw a clear picture of the current market situation and the factors affecting in decision making of
the company.

The study investigates the company’s possible opportunities and drawbacks and how company can
grow its business and be stable in competitive market. The study suggests the suitable group of
customers according to their demand.

The marketing tools (Swot analysis, PESTEL analysis, marketing mix, competitive factors) used in this
thesis are suitable for the company's growth, satisfying costumer and achieve more sales. The marketing
plan was drawn according to the current situation of the company, competitive market analysis and
customers demand and location of the company. The theoretical framework focuses on market
segments, PESTEL analysis and marketing mix.

Key words
Business to Consumer marketing, Marketing plan, Market segmentation
CONCEPT DEFINITIONS

B2B: Business-to-Business
B2C: Business to Consumer
C2C: Customer to Customer
FDI: Foreign Direct Investment
HMG: His Majesty’s Government
M3: Meter Cube
PESTEL: Political factor, Economic factor, Socio factor, Technological factor, Environmental
factor, Legal factor
Stia: Sabah Timber Industries Association
SWOT: Strengths, Weaknesses, Opportunities, Threats
UNDP: United Nations Development Programme
ABSTRACT
CONCEPT DEFINITIONS
CONTENTS

1 INTRODUCTION................................................................................................................. 1

2 WOODSY COMPANY ........................................................................................................ 2

3 THEORETICAL BACKGROUND .................................................................................... 4

3.1 Marketing plan ................................................................................................................ 4
3.1.1 Doing Situational analysis .................................................................................... 4
3.1.2 Developing a target market profile...................................................................... 6
3.1.3 Purchasing motivation .......................................................................................... 6
3.1.4 Determining goals and objectives ........................................................................ 6
3.1.5 Determining marketing strategy.......................................................................... 6
3.2 B2C Marketing ................................................................................................................ 7

4 SEGMENTATING CONSUMER MARKET .................................................................... 9

4.1 Geographic segmentation ............................................................................................. 10
4.2 Demographic segmentation .......................................................................................... 10
4.3 Psychological segmentation .......................................................................................... 11
4.4 Behavioral segmentation .............................................................................................. 11

5 THE MARKETING MIX .................................................................................................. 13

5.1 Products ......................................................................................................................... 13
5.2 Price ................................................................................................................................ 13
5.3 Promotion ...................................................................................................................... 14
5.4 Place ................................................................................................................................ 14
5.5 Physical evidence ........................................................................................................... 14
5.6 People ............................................................................................................................. 14
5.7 Processes ........................................................................................................................ 15

6 MARKETING PLAN OF WOODSY ............................................................................... 16

6.1 Marketing Environment in Nepal (PESTEL analysis) .............................................. 16
6.1.1 Political analysis .................................................................................................. 17
6.1.2 Economic analysis ............................................................................................... 17
6.1.3 Ecocomic factor ................................................................................................... 18
6.1.4 Socio-cultural factor ........................................................................................... 19
6.1.5 Technological environment ................................................................................ 20
6.1.6 Environmental Impact........................................................................................ 21
6.2 PESTEL analysis of Woodsy........................................................................................ 22
6.3 SWOT Analysis ............................................................................................................. 24
6.4 Competitive factors ....................................................................................................... 26

7 DEMAND AND SUPPLY ANALYSIS OF WOOD PRODUCTS IN NEPAL ............. 29

7.1 Demand and supply analysis of wood products in Terai region ............................... 29
7.2 Management regimes of wood product in Terai ........................................................ 30

8 CONCLUSION ................................................................................................................... 31
REFERENCES....................................................................................................................... 32

FIGURES
FIGURE 1: Woodsy’s product, customer and means of communication .................................. 2
FIGURE 2. SWOT Analysis ...................................................................................................... 5
FIGURE 3. 4ps of Marketing..................................................................................................... 7
FIGURE 3. Bases for market segmentation ............................................................................... 9
FIGURE 4. Market segmentation of products as per the demand of customers. (adapted from
Matrade 2016) .......................................................................................................................... 12

TABLES
TABLE 1. Economic analysis of Nepal ................................................................................... 18
TABLE 2. Scenario of population change in Terai region ...................................................... 29
TABLE 3. Demand and supply of fuelwood and timber ......................................................... 30
1 INTRODUCTION

The word “Woodsy” is related to characteristics of woods or woodland. The objectives and
tasks of this thesis were quite ambitious, since the company does not already exist. The
company is based on my own business idea. The company will be located in Terai Region of
Nepal (Butwal). Terai is a flat or lowland region of Nepal. The Company would be a family
business, established with the aim of providing household furniture, office furniture and
decorative products to customers.

The objectives of thesis was to create a marketing plan for business to customer market of
Woodsy company. There are two types of ownership categories of Nepal’s forests: national
and private. The management and ownership of the National forest are managed by Nepal
government, and Community forests, leasehold forests and religious forest are managed by
protected forest. Protected forests and government managed forest are directly protected and
administrated by government agencies, while Community forests, leasehold forests, and
religious forest are managed by local communities. Individual households manage the private
forests. (Singh & Chapagain 2005, 6.) Woodsy depends on private forests, and individuals can
themselves visit a company to sell the woods and company can go to collect a woods from
local people forest, if they want to sell. If private forests wood is not enough, Woodsy can buy
a timber from community forests.

Woodsy would be established in Butwal city. Geographically, Butwal is the intersection of two
national Highways, Siddhartha and Mahendra highway. Siddhartha highway connects the
capital city Kathmandu on the West. Butwal is one of the fastest growing cities of Nepal. It is
located in Rupandehi district and Terai region of Nepal. Terai region has been given a title of
‘the green city of Nepal’.

The qualitative method was carried out to create a marketing plan of the Woodsy company.
This thesis describes a situation of furniture and wood products business possibilities and
market framework of B2C marketing in Butwal district and Terai region as a whole. The
theoretical framework such as SWOT analysis, marketing mix, consumer segmentation,
PESTEL analysis, competitive factors were used to describe the current situation and future
possibilities of wood products business in Nepal.

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2 WOODSY COMPANY

Woodsy is known for a home of woods and wooden products. It is a family business. It is a
startup company, with a aim of being leading furnishing company of Nepal. The majority of
Woodsy products will be specialized for handy craft. Including home furniture and accessories
it carries number of variety. However, there are no fixed types of products that Woodsy will
have. Because customers can give their design and whatever they want, and experienced
workers will try to offer same design as they want. There is only one store in the plane region
of Nepal, Butwal

The vision of Woodsy is to create a better everyday life for the many people. Woodsy believes
to be stable on market, by offering a wide range of well-designed handy craft and functional
home furnishing products at a reasonable price that as many people as possible satisfied with
the price. Typically, a Woodsy product contains home furnishing products such as; tables,
windows frames, doors, decorative products and other as per ordered. Woodsy’s customer are
local people, and retailer shops. Some customers would like to decorate their home with unique
decorative products, for those customers woodsy is one whom they can rely on.

What
Wooden products (tables, beds, decoration products)

Woodsy
Shop

Whom How
Direct consumers Woods and wooden products
social media/ advertisement convincing conversation websites

FIGURE 1. Woodsy’s product, customer and means of communication

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Mission of the Company would be to create Value for customers through flexibility and
reliability. Values of the Woodsy will be to provide customers quality products. The Company
values customers trust and investment. Vision of the Company will be to:

• With unique handicraft wooden products, the company will continue to lead production
development into the future.
• Develop the best way of communication and transportation by investing a good amount
in development and our products mainly focus on application in the flooring,
construction industries and furniture.
• Believe and invest in improvement of all aspects of products. Satisfying customers
need with affordable price and services.

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3 THEORETICAL BACKGROUND

3.1 Marketing plan

Marketing is such a practice that discovers and identifies a customer’s needs and necessities
with acceptable price, distribution and services and their expectations. A good marketing plan
should start with good research and facts. This helps the customers to attract in service or
product and persuade them to buy. There are many different models for marking plan, among
those here are a few. (Berry 2011.)

B2B marketing: business-to-business marketing is marketing and sales of one company’s

products or services to another businesses or organization for the resale to other consumers.
One of the example of B2B marketing is Intel selling microprocessor to Dell or wholesalers
selling of goods to retailer. (Hurley 2015.)

B2C marketing: Business to Consumer marketing is the selling of goods or services to

individual consumers for their everyday personal use. In B2C business, customers are more
likely to make a impulse decision so it is important to understands their needs, demands and
problems in order to establish trust and loyalty. (Harvey 2018.)

C2C Marketing: customer to customer market environment where one consumer purchases or
sells the products or services to another consumers using third party business or e-commerce
technology. One of the example of B2C marketing is renting a room for holiday period. (Tarver
2019.)

3.1.1 Doing Situational analysis

Starting with SWOT analysis helps companies to look after company’s strength, weaknesses,
opportunities and threats. This involves identifying and understanding the competitors and
exactly how they established in market and become familiar with strength and weaknesses.

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 SWOT analysis

FIGURE 2. SWOT Analysis

Strengths are any competitive advantages, talents, skills or expertise or other any factor that
improves the position of company in marketplace. (Dubecky 2018) Weaknesses are the factors
that reduce the company’s capacity to grow and achieve its objectives independently. (Dubecky
2018)

Opportunities are the way to develop and grow and to be more profitable for a company by
using the main skill of company and use it to take advantages. These can include managing
technological change, seeking new market or addressing new consumer trend. (Dubecky 2018)
Threats are the barriers for company to achieve its goal, such as shortage of labor, legislative
barriers or economic or political changes. (Dubecky 2018)

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3.1.2 Developing a target market profile

Demographic portrait is important to know customer inside and out, which include their
emotion, expectation and wishes. A Company's profile should include demographic portrait
which gives clear view of customer. This can be characteristics of customer such as age, sex,
income level, profession or career, geographic location.

Estimation of the demand for a product or the rate at which demand is expected to grow, helps
to set goals for more effective result and also builds confidence within company’s financial
department that the business has growth potential.

3.1.3 Purchasing motivation

It is important to understand what motivates a customer to buy service or products. It is always

good to keep in mind, why someone would choose product upon other. This would help to
develop the product and services. (Ebenstein 2016.)

3.1.4 Determining goals and objectives

Spending meaningful time with colleagues on evaluating the growth level in present and the
current market position, helps to determine the right goals. After making marketing goals list,
selecting a few points and prioritize them, and focusing on one of that which makes meaningful
change in business. (Ebenstein 2016.)

3.1.5 Determining marketing strategy

The marketing mix refers to tactical marketing tools which a company's uses to measure a
desired response from target market. It helps in marketing planning and execution. It can be
divided into four groups know as four Ps (product, price, place and promotion). The 4 Ps of the
marketing mix are an effective tool for marketing strategy, which is designed to meet the
company's marketing objective by providing values to its customer. (Triana 2016.)

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 List price
Functionality Discount
Brand Credit card
Packaging Payment method
Services
Product Price

Target
market

Promotion Place
Chanel
Advertising Inventory
Sales force Logistics
Publicity Distribution
Sales promotion

FIGURE 3. 4ps of Marketing

Product refers to the goods or services provided to its customers by a company. For example,
quality, design, variety, services, packaging, features, brand name, etc. Price refers to the
amount of money paid for the product or services purchased by customer. For example,
discount, payment method, list price, credit terms, allowance, etc. Place refers to the activities
where the product or services is distributed or available to customers. For example, location,
logistics, inventory, transportation, channels, etc. Promotion refers to the activities that takes
consumers attention on product features and benefits and makes customers to purchase the
service or product. For example, public relation, personal selling, advertising, sales promotion,
etc. (Jack 2020.)

3.2 B2C Marketing

Business-to-consumer marketing is an approach of selling goods, products or services to

consumers. Consumers generally purchase a good in immediate need with less research than
in B2B marketing. (Becker 2016.)

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The Following are the goals of B2C marketing approach are:
Raising product awareness.
Leading in market.
Increase in engagement.
Developing customer evangelism.
Increasing sales. (Becker 2016.)

Characteristics of B2C marketing includes, large and broad market, individual buyers, single
step of buying process, brand awareness for sales driver. Example of B2C marketing include,
clothing store, groceries, furniture shop, etc. And the Buying behavior of consumers in B2C
are recognition of what products need to be purchased, search for product information, product
comparison and evaluation, final product choice and purchase. (Becker 2016.)

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4 SEGMENTATING CONSUMER MARKET

Segmentation means to divide the marketplace into parts, which are definable, actionable,
accessible and profitable and have a potential growth. It can also be defined as mass of tagged
people with a reasonable effort, time and cost. There are some similarities in consumer market
segmenting and B2B segmentation. However, the main difference is consumer segmentation
is the more detailed focus on getting close to the individual consumers’ lifestyle and context,
in order to meet their needs. Thus, it is much difficult, and complex compared to B2B.
(Brassigton & Pettitt 2013, 135.)
Segmentation allow a company to clearly analyze a customer needs, desire and paying ability.
It helps the seller to organize and manage time, money and resource and utilize in profitable
market, resulting on growth of the company (The Economic Times 2020). Four commonly
used market segmentation are categorized as; geographic location and demographic, behavioral
and psychographic. (Amol 2011.)

Demographic
segmentation
Age Psychographic
Gender segmentation
Education Lifestyle
Descriptive
Income Psychological
Occupation variables
Behavi (personality,
Family size and lifestyle self-image)
oural
Home ownership
Market
segmentation

Geographic Behavioral
segmentation segmentation
Location Loyality, social media,
Region interaction, purchasing
Urban/suburban/rural pattern
City size Expected benefits
Climate from product use

FIGURE 3. Bases for market segmentation

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4.1 Geographic segmentation

Geographic segmentation divides the customers according to their geography. Based on

geography, market segment is divided into Terai region of Nepal (Butwal) and surrounded area
Palpa, Chitwan. Butwal is one of the biggest cities of Nepal land plane region of Nepal.
Families from different parts of Nepal moved to Butwal for better life, education and jobs
opportunities. Thus, their income level enables spending on various designable furniture.
(Government of Nepal 2015, 4.)

4.2 Demographic segmentation

Demographic segmentation is the market segmentation which target a specific group of

consumers, according to age, race, gender, education, income and family size. It helps several
markets to target their consumer more accurately, which helps a company or any organization
to categorize the needs of consumers.
Under demographic segment, the key segments of Woodsy shop are family size, income and
age. Butwal is one of the rapidly growing cities of Nepal for education, highway, infrastructure,
trade and banking sectors. According to census 2011, the total population of Nepal is 26.6
million out of which about 50 percent of the total population of Nepal lives in Terai (Butwal is
located in Terai Region of Nepal). It is expected to reach 53 percent of the total population by
the year 2030. Immigrants from Hilly region and local people from nearby districts moves to
Butwal for jobs, education and shelter. (Nepal Foresters’ Association 2012, 4.)

The average family size of family in Nepal is 4.6 persons, 4.2 in urban and 4.8 in rural areas
(Government of Nepal 2015/2016, 13). The average age of schooling in Nepal starts at the age
of three. The first three years of schooling is pre-primary level. Father is a head of the house in
many homes. The young generation who moves for study purposes or jobs or those who are
already parents need new furniture such as beds, chair, cabinets or any decorative products to
room. Thus, basically as population is growing and people are independent, the demand of
furniture and wooden products is high. . (Nepal Foresters’ Association 2012, 4.)

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4.3 Psychological segmentation

This segmentation groups customers based on their lifestyles, values, personality and social
class. Psychographic segmentation can be difficult to regulate, but this can result in a
significant advantage in precise marketing. House builders and homeowners are the main target
customers of Woodsy. Giving some discounts or some polite and good conversation can
influence these customers, and these target customers have contact with many new people on
the town. Thus, Woodsy can focus on advertising products to builders and house owners. As
Woodsy product is durable, strong and beautifully designed, and affordable, they can satisfy
customers.

4.4 Behavioral segmentation

Behavioral segmentation is similar to psychographic segmentation. It is the practice of dividing

consumers into groups based on usage, loyalty, awareness, knowledge, liking, and patterns of
purchase. Woodsy makes products on customer demand and their desirable design, which
makes Woodsy different from other existing companies. To provide more knowledge to
customers about the Woodsy’s product, advertisements on the radio and in the local newspaper
are carried out. Customers are always welcomed to have a look at Woodsy products at the shop.
Woodsy provide discounts on some products in order to avoid losing any customers if possible.

The Woodsy’s products is segmented into frames, furniture, carving decorative products. And
these products are further segmented into kitchen, bedroom and office furniture. Wood
furniture products are segmented into decorative things, kitchen furniture, office furniture,
bedroom furniture including window and door frames which is most popular in Nepalese
market.

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 Product segmentation of wooden furniture
business in Nepal

frames

12%
Bedroom and
15% livingroom furniture
51%

22% others (kitchen,

decorative products,
carving)
office furniture

FIGURE 4. Market segmentation of products as per the demand of customers. (adapted from
Matrade 2016)

• The demand of the window frame, bed frame and door frames are on more demand
which comprise 51% of the products of furniture companies. In the rural area,
customers bring the wood by themselves and the company designs the products as the
customer desires.

• A total of the 22% of the demand is for household furniture which includes beds frame
of different sizes and TV stand table. Dining table, kitchen cupboards, tea tables, wood
carving for decorative products, shop cupboard or rack frame cover 15% of the total
demand.

• Mostly the small quantity order of office furniture are manufactured. Otherwise, until
now it is hard for the furniture company to meet the demand of office furniture due to
the limited human resource and existing material capacity.

• As the number of offices are increasing, the demand will be high in the near future.
Thus, office furniture is equally important segments as different kinds of frames,
bedroom and living room and decorative products. (Matrade 2016.)

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5 THE MARKETING MIX

The marketing mix refers to a action company uses to promote its product or service in the
market. It is a tool which combines some components to strengthen a product’s brand and to
sell the product. Typical marketing mix consist of 4Ps- Product, Price, Promotion and Place.
However, there are some other Ps such as People and Positioning that are also used as
marketing mix. (The Economics Times 2020). The 4 PS classification was first introduced in
1960 by marketing professor E. Jerome McCarthy, for developing an effective marketing
strategy (Kenton 2019). Woodsy has a furniture for kitchen, bedrooms, offices and living
rooms. Product include office tables and chairs, shelves, bed frames, window frames, tea tables,
bed side tables and decorative products. To have an advance knowledge of market issues four
P’s is an important tool for a marketing strategy;

5.1 Products

Product refers to the item that are sold to consumer. (The Economics Times 2020.) We offer
decorative products, table, chairs, pots, windows frames, doors, kitchen cabinets, mirror
frames, beds furniture and as per orders. If the demand is high, orders can be placed a month
earlier, so that the final product can be ready on time. These products give the overall overview
of products in woodsy.

5.2 Price

Price refers to a cost or values of a product. It depends on cost of production, demand and
supply, ability of market to pay. (The Economics Times, 2020). Woodsy is a retailer shop with
affordable price, product quality and customers satisfaction which reflects the vision of a
company. Woodsy provide products for home furniture to offices, schools and households. The
price of the product is very affordable. However, the market demands and external expenses
might effect on Fluctuation in the price.

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5.3 Promotion

Promotion is activities undertaken for marketing of products or services of trade. This can
include press reports, advertisement, incentives, word of mouth and commissions. (The
Economics Times, 2020). Woodsy is in a development phase. Thus, it focuses on more
marketing activities. Mainly the focus is on a promotion tools such as billboards, TV and FM
advertisement, online ads and websites, and also direct communication with visitors.

5.4 Place

Place refers to the point of sales, where consumers can make easy purchase of goods or
distribution of goods is easy within the point of sales (The Economics Times, 2020). Woodsy
is a national company. The company is in plane region of the country; which have to easy
access of transportation. Only road transportation is used to deliver products, but the delivery
cost is charged separately. However, customers themselves can also pick their products from
the store.

5.5 Physical evidence

Physical evidence is the environment where the consumer and the company interact, in which
the service is delivered. It can be any intangible component which facilitates communication
or performance of services. (Malpani 2016.) A modern, effective and easy to use website will
be developed for woodsy company where consumers can check the design and choose a desired
designed product.

5.6 People

People refers to employees, freelancers and consultants who deliver service to customers.
Serving and working with customers satisfaction is the key philosophy of Woodsy business.
People or business staff are responsible for all elements of marketing strategies, sales and
activities. Every specific person, in a specific way has to carry out every single decision and

14
policies of the company. Woodsy selects, recruits, hires and retains the right people in the right
position. The first priority is to get the right skilled people and then to get the right place for
the right people. (Tracy 2004.)

5.7 Processes

The processes in the frameworks refers to the steps which are required to deliver services to a
customer (Singh 2018). Most of the customers manage themselves the vehicles for
transportation. However, woodsy, also provides the transportation and delivery facilities.
Woodsy is working to manage effective, efficient and user-friendly processes for
communication, production, ordering and delivery of the goods. (Fisher 2017.)

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6 MARKETING PLAN OF WOODSY

No matter the size of a company, the marketing plays a vital role in attracting customers inorder
to improve profitability. Marketing is very important to let customers know about the products
properties, including the product quality, price, offers, delivery and the flexibility of the
company for the payments. Without the attention and curiosity of customers business is not
able to run smoothly and achieve its goals.

Marketing is such a practice that discovers and identifies a customer’s needs and necessities
with acceptable price, distribution and services and their expectations. The basic marketing
concept of Woodsy shop is to recognize and satisfy consumers need. With a long-term purpose,
we give priority to customers satisfaction rather than on selling of products. It is a less
competitive business as there are only a few established companies in Nepal. Wooden business
have the kind of products that are purchased by all the rich as well as poor.

6.1 Marketing Environment in Nepal (PESTEL analysis)

The major elements of marketing environment in Nepal are economic, political-legal, socio-
cultural and technological factors. Those elements affect marketing activities directly and
indirectly. An analysis of PESTEL or PESTLE (formerly known as PEST analysis) is a process
or method used to evaluate and track macro-environmental factors that can have a profound
effect on the efficiency of an organization (Bruin 2016). Effect External factors affect the
business, which can be broken down into six macroeconomic variables PESTEL (Political,
Economic, Socio-cultural, Technological, Environmental and Legal). It allows a company to
take into consideration opportunities vs. potential risk for the development of the business.
Then, the PESTLE analysis can be used to conceptualization and predict of different situation
of business to make the right decision in the future.

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6.1.1 Political analysis

Nepal's political and legal environment changes according to time. A country's policies directly
impact marketing. The multiparty political structure came to Nepal as a result of the uprising
of the people in 2046 B.S. Political parties came up on the upper ground and new political
parties were created. Political policy and political party politics have a direct influence on the
economy of the country. The changed legislative and political environment can be explained
in the following points:

Representative Multi-party Democracy is ruling the country now. Replacing the constitution
of 2007 Interim Constitution Promulgated on September 20, 2015 was introduced. President is
the Head of state and Prime Minister is the Head of Government. The constituent assembly is
a unicameral parliament, consisting of 601 members, 240 members were elected through a
direct electoral process representing single constituencies across the country. 355 members
were nominated from party lists through a proportional representative system, and 26 members
were nominated by the cabinet representative of ethnic & indigenous communities. (Vahora
et.al. 2013, 17.)

Nepal is a sovereign country which was never colonized. Nepal has survived without a
government since 1991 for more than two years. Nepal's first successful election set nationwide
in two decades in the year 2017. The elections were held on starting of May across the nation
in which more than 750 local councils were present, with a turnout of almost three-fourths of
eligible voters. National elections were held later in the year, and results showed a resounding
victory for both Oli and Prachanda backed by a communist coalition. Oli once again became
prime minister, and in May 2018 their two parties, CPN (UML) and UCPN (M), merged into
a single party: The Communist Party of Nepal. (Vahora et.al. 2013, 17.)

6.1.2 Economic analysis

The very important environment which affects marketing is the economic environment. If the
economic environment is favorable, a business organization can get sufficient opportunities,
and if it is adverse, they have to face different challenges. The economic climate in Nepal has

17
changed slowly. HMG has made every effort to make the economic environment favorable to
corporate organisations.

The Nepalese economy remained largely unfree for a quarter of a century. On the other hand,
economic growth trended upward, driven by a private consumption recovery and increased
investment strength, backed by steady progress on earthquake reconstruction projects. (The
Heritage Foundation 2020, 345.)

TABLE 1. Economic analysis of Nepal

Population GDP (PPP) Unemployment Inflation (CPI) FDI Inflow

29.6 million $86.1 billion 1.3% 4.2% $160.8 million
6.3% growth
4.8% 5-year
compound
annual growth
$2,905 per
capita

6.1.3 Ecocomic factor

The economy in Nepal has not become entirely self-reliant. A Large part of the national annual
budget is contingent on foreign aid. Nepal attracts aid and international loans. Nepal is a
country lagged far behind in saving collection and its effective mobilization to create capital.
The financial market in Nepal, then, is poor. The Nepalese trend is such that instead of investing
in industry and business, they invest their money in the home, land, gold etc. Much effort is
needed to improve that unfortunate state of the country's economic condition. (Blogspot 2013.)

Nepal is an undeveloped country. The Nepalese per capita income is just 230 US dollars. That
income shows the Nepalese people's purchasing power. Rich people are extremely rich and
poor people in Nepal are very poor. Only very few people around in Butwal city. Poverty is
severe in Nepal, hence, the distribution of income is unequal.

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Economic policy includes financial and monitory policies. These initiatives can directly impact
business organizations. Thus, such policies should be carefully studied. Policy on taxes and
public spending falls under financial policy. It is HMG that makes such policies. Business
organizations should compulsorily abide by these.

6.1.4 Socio-cultural factor

Socio-cultural factor refers to population, pressure groups, reference groups, social classes,
lifestyle, attitude, belief, religion, education, language etc. Socio-cultural environment also has
a direct influence on marketing.

As of June 22, 2011 A.D., Census, the population of Nepal stands at 26,494,504. Out of this
796, 422 more females than males in the country. The rate of population growth in Nepal is
1.35 percent. Altogether 50.27 % of the total population lives in Terai (Central Bureau of
Statistics 2012, 3).

Pressure group refers to working age population between 15 to 59. Pressure groups perform
various activities for the benefit of themselves and society. Their activities have an impact on
business organizations.

Reference groups bring about change in behavior of consumers. The reference categories are
movie stars, actors, heroes, heroines, artists, singers, political figures, scientists etc. In using
goods, the customers want to mimic them. Thus, reference groups affect marketing.

Nepalese society can be classified into three classes which are high-class, middle-class and
lower-class. Depending on the class, their interest, expenditure capacity, trend, behavior etc.
are different. That also has an impact on marketing.

A further element of socio-cultural environment is the belief of the people. Education, religion,
tradition and so on influence the beliefs of the people. People in Nepal believe in fate.

Religion is another part of the socio-cultural environment too. A total of 81.3 percent of
Nepalese are Hindus, according to the Constitution of Nepal 2011. Following Hindus, the

19
second largest population is Buddhists (9%), Islam 4.4%, 3.1% Kirat, 1.4% Christianity, and
the rest are Prakriti, Bon, Jainism, Bahai and Sikhism (Central Bureau of Statistics 2012, 4).

Education is another significant element of the socio-cultural environment. Education is the

backbone of development all round. Thus, education should be given priority for the country's
growth. Education provides manpower of different levels necessary for the country's
development. Nepal is an educationally backward country. Only 65.9% of population are
literate, according to census 2011. Of these, 75.1% are males and 57.4% are females. The level
of education and people 's awareness affects marketing as well (Central Bureau of Statistics
2012, 4).

Other important element of socio-cultural environment is a language. Among 123 spoken

languages as mother tongue, Nepali is spoken as mother tongue by 46.6%. Nepali is an official
language.

6.1.5 Technological environment

The technological development has a positive impact on the development of industry. The
following four points could mention Nepal's technological development:

The technology level is labor-oriented and capital-oriented. Manpower is used in labor-oriented

technology and advanced machinery is utilized with capital-oriented technology. Often labor-
oriented technology is used in Nepal; however, capital-oriented technology slowly replaces the
labor-oriented technology.

Technology pace of change is swift. Thus, it should be possible for a manager to adopt the
changing pace of the technological environment. Nepal cannot remain aloof from that either.

Nepal is a backward state in science and technology growth. For science and technology growth
a country should be economically prosperous. Since Nepal is economically poor, Nepal has
little chance of developing science and technology by itself. Thus, it is implemented new
technology transfer strategy. Examples of new technology transfer include Nepal Bottlers'
Coca-Cola, Thai Food Limited's WaiWai Noodles, Goldstar Television, Tuborg, and
Sanmiguel Beer etc. The technology can be translated as follows:

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 • By importing new technologies directly into the country;
• By opening global branch,
• By handing over industry and company administration to international companies or
experts;
• Sending indigenous talent for research and training to foreign countries,
• By welcoming foreign technicians to business or industry etc. (Neupane 2017.)

6.1.6 Environmental Impact

Marketing carries out various essential practices to meet new customer desires and wants. This
include the procurement, distribution, shipping, marking, standardization, grading, branding,
advertisement, packaging, sales promotion, risk-bearing, funding, market analysis,
warehousing, etc. Strong economic infrastructure, favorable economic policies, political
stability, balanced competition, etc. provide marketing incentives but factors such as increased
volatility, unhealthy competition, political uncertainty, constantly shifting economic policies,
technological advancement etc. are risks. Therefore, the climate has a positive and negative
impact on marketing in both cases.

• Economic factors such as strong economic environment, favorable economic policy,

stable government, balanced competition, etc. have a positive effect on marketing
activities. The business climate has the following positive impact on the marketing
activities:
• Climate offers various marketing tools. Favorable economic policies, competitive
policies, healthy competition, strong capital markets and so on aid greatly in marketing
expansion and growth.
• The shifts in complex a climate increase marketing confusion. However scanning and
frequent monitoring can mitigate these uncertainties. In other words, favorable
economic policies, competitive policies, balanced competition, robust capital markets
and so on help to minimize marketing uncertainty.
• Helps to recognize the needs of customers and preferences of consumers can be
numerous and specific. Demands can be increased by environmental scanning to
identify their wants and needs.

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 • Helps in achieving organizational goals can be accomplished by introducing
performance enhancement after testing, observing and researching environmental
changes. Thus, atmosphere assists in achieving the goal. Helps to identify the strength
and Careful use of strong factors should be used to achieve marketing success. That
requires careful study and dynamic environment scanning.

Uncertainty, unfair rivalry, unpredictable politics, frequent shifts in economic policy, etc.,
impact marketing practices negatively in environments. They influence marketing by increased
uncertainty and risks. Increased uncertainty increases with complex climate. When the
changing and diverse world cannot be scanned and evaluated correctly it will have a negative
effect on marketing. Unstable politics, ever-changing economic policies, unfair competition,
etc. have contributed to Nepalese marketing instability.

Climate does not only offer marketing incentives; it also produces challenges. Marketing is
affected by adverse economic policies, unfair competition, poor capital markets, dysfunctional
laws and unethical practices etc. The demands of consumers should be increased by
recognizing and evaluating their desires and wishes. When the world is difficult, confusion
rises and there is no accurate and appropriate information available and it is challenging to
define the consumers' needs and wants. It complicates the achievement of goals.

6.2 PESTEL analysis of Woodsy

PESTLE Analysis is used to analyze the current and future state of the market. This helps in
strategic planning to achieve the competitive advantage over other companies. At present,
Woodsy PVT. Ltd. operates only in Nepal but for machinery products it depends on other
countries. Thus, to analyze an external factor are to be considered.

Political refers to the particular means by which the government may influence the economy
of a specific area (Albu 2014). Since 1992 Nepal has tried to create a competitive market
economy system by privatizing public enterprises and by adopting competition policy since
2007. Despite these efforts, however, there are still very small FDI inflows due to the high cost
of doing business, minimal investment opportunities and political uncertainty.

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Though there are no any barriers for importing the new technology in Nepal, but companies
fear of unstable political situation. In the current political situation and there is fluctuation on
price materials. Investor are not getting confident for the investment. If this instability
continues for long time, this ends on indicating falls on both production and sales. Corruption
level, complicated rules and process makes a work slow and difficult, which is a root problem
for Woodsy.

Economical factors refer to factors that can influence the output of the economy, factors that
directly affect the business. For instance, if the level of disposable income of consumers is
high, the company will sell its product to more customers and at a higher price. (Albu 2014.)

The Nepalese trend is such that instead of investing in industry and business, they invest their
money in the home, land, gold etc. The economic status of local people mainly of cities area
of Nepal is good. As furniture is a discretionary item there is a good chance of market share in
cities area rather than in rural areas. People in rural areas take furniture as secondary needs as
it is discretionary item. Moreover, if people have a good economic status, they prefer to invest
in better quality of furniture. Thus, the economic factors absolutely affect the Woodsy industry.

Socio-cultural factors refers to factors that affect external environmental demographic and
cultural aspects (Albu 2014). Before most part of people in Nepal would make their products
themselves though it did notused to be professional. However, nowadays from decorative
things to buildings wood and wood products demand has been growing. Both in a rural and
urban areas readymade brand furniture are preferable.

Technological factors Refer to factors which can influence the industry 's operations. An
example of this would be the basic level of infrastructure that can affect operating efficiency
(Albu 2014). As Woodsy Pvt Ltd is a startup company it is still waiting for a sophisticated
machine and technology to use. Due to the lack of new technology a company does not have
much positive effect of efficiency on production. However, the company believes in adopting
a new technology and accepts challenges to surviving in competitive market.

Environmental factors refer to factors that impact the environment or are influenced by it. An
example may be an agricultural company that has to evaluate the weather conditions in a given
country in order to decide if their crops can grow. (Albu 2014.)

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There are around 20 existing furniture shops in Butwal. None of those are in Bus Park (it is a
name of a place, which is a junction point for long and short distance travelers). Thus, it is the
best place to start a business because of fewer competitors and the transportation is easy, as
customer can find a public transportation at any time. The average climatic temperature of
Butwal is 21.7 degree Celsius. The average temperature of the warmest month, June reach 27.3
degree Celsius and 13.1-degree Celsius in the coolest month January.

Legal factors provides a legal viewpoint relating to the factors that may influence the company.
An example of this could be employment law, which would allow every employer to pay the
minimum wage (Albu 2014). Unstable government, uncertain change in rules, government
rules and policies, also high tax and VAT on imported products have a direct impact on the
production of furniture.

6.3 SWOT Analysis

SWOT analysis is a technique of strategic planning which provides tools for assessment.
Identifying the key strengths, weaknesses, opportunities and risks leads to a fact-based analysis,
fresh outlooks and innovative ideas. SWOT analysis works better when different individuals
or viewpoints within an enterprise are free to produce realistic pieces of information. Second,
SWOT Analysis was used to analyze the businesses. Now it is frequently used by governments,
non-profits and individuals, including investors and businessmen. The key aim is to define the
approaches that will create a firm-specific business model that best aligns the resources and
skills of a company with the environmental requirements the company operates in.

Strengths identify the tangible and intangible positive qualities that contribute to the company.
The characteristics and qualities that company employees possess (individually and as a team),
and the distinct features that give consistency to the organization. Strengths are the attributes
that enable one to fulfill the purpose of the organization. Strengths are the organization's
beneficial aspects or an organization's strengths which include human skills, process
capabilities, financial resources, goods and services, customer goodwill and brand loyalty.
Major financial resources, broad product line, no debt, committed employees, etc. are examples
of organizational strengths. Strengths points of Woodsy company are as follows:

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 • Limited stat up risk due to low investment.
• Very high gross margins.
• Ability to sell products online.
• Limited competition. (Grant 2020.)

Weaknesses are qualities which prevent from fulfilling our mission and realizing our full
potential. These weaknesses deteriorate influence on the success and growth of the
organization. Weaknesses are causes that do not meet the expectations that we believe they
need to meet. Weakness are uncontrollable. Weaknesses in an organization may be
depreciating machinery, insufficient research and development facilities, narrow product
range, poor decision-making, etc. They need to be minimized and solved. For instance, new
machinery can be purchased to replace old machinery. Other examples of organizational
weaknesses include large debts, high turnover of workers, complex decision making, large
wastage of raw materials, etc.

• Competitors can also offer similar products design.

• High transportation costs
• Due to high traffic, product delivery is time consuming.
• Limited flexibility in pricing. (Grant 2020.)

As Nepal is situated in between two economic giant countries India and China, both of which
are engaged in mass production. As a result, it is hard for Nepalese furniture industries to
remain competitive.

The environment within which our company operates creates opportunities. The company can
take advantage of factors in its environment to plan and implement strategies that make it more
competitive. Organizations will achieve competitive advantage by making use of opportunities.
An organization should be careful in identifying and taking opportunities as they arise. It is a
difficult task to select the goals that best serve the clients while achieving desired results.
Market, competition, industry / government, and technology can offer opportunities.

• Ability to develop additional stores.

• Development of proprietary products.

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 • Development of wholescale distribution relationships. (Grant 2020.)

Threats occur when external environment factors negatively affect the company's stability and
profitability. When they refer to the vulnerabilities, they increase the weakness. Threats are out
of control. Examples of threats are ever-changing technology, growing competition leading to
overcapacity, price wars, and reducing industry profit, etc.

• Products and designs are already sold by major competitors.

• Insurance costs are continually increasing.
• Products and designs can be easily copied. (Grant 2020.)

Roadway transportation is the only applicable means of transportation, which is expensive, and
on the other hand, many dangerous turnings and narrow roads can cause accidents, so we fear
of employee health and loosing of assets. The unavailability of the skilled labor is one of the
issues.

6.4 Competitive factors

Competitive factors for a company add more value creating activity. Competitive factors for
any company can be a potential new entrant, bargaining power of suppliers, bargaining power
of buyers, threat of substitutes and rivalry among existing firms.

This force determines how easy it is (or not) to get into a given industry. If an industry is
profitable and there are few obstacles to entering, rivalry will soon intensify. Profits continue
to decline as more companies compete for the same market share. It is essential that existing
organizations, in order to deter new entrants, create high barriers. In any business there is a
possible treat of new entrants. Only few of the existing industries will probably help a woodsy
industry to focus on its goals unless an entry of other new entrances. Fresh entrants are at great
danger when:
• To enter a market a small amount of capital is required;
• Established companies could do nothing to retaliate;
• Existing companies do not hold patents, trademarks or have developed brand
reputation;

26
 • There is no oversight of the Government;
• Consumer switching costs are small (it doesn't cost a client a lot of money to move to
other sectors);
• Customer loyalty is low;
• The products are almost identical;
• Scale economies can be accomplished with ease. (Jurevicius 2013.)

Strong negotiating power allows producers to sell their customers raw products at higher cost
or poor quality. This directly impacts the earnings of the buying firms, because they have to
pay more for supplies. In general, the relative bargaining power of a suppliers is low compared
to buyers. Already an affordable price with quality of products and warranty of years along
with uniqueness of the products are the strong points for the suppliers for bargaining of Woodsy
company. Suppliers have considerable bargaining power when:

• There are few suppliers but quite a lot of buyers;

• Suppliers are large, and they threaten to integrate forward;
• There are few alternative raw materials;
• Providers have insufficient resources;
• Cost of switching raw materials is especially high. (Ovidijus 2013.)

When their bargaining power is strong, consumers have the ability to demand lower price or
better product quality from the suppliers in the industry. A lower price means lower product
profits, while higher quality goods typically increase production costs. Both scenarios give
producers lower profits. As there are other options of suppliers, usually buyers carry out
comprehensive market analysis before choosing a good supplier. Buyers exercise strong
bargaining power when:

• Buying in huge amounts or testing other end user access points;

• There are but a few buyers;
• Cost of switching to other supplier is low;
• There are many substitutes;
• Buyers are price sensitive. (Ovidijus 2013.)

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Threat of substitute products is particularly threatening when buyers can easily find alternative
goods with competitive prices or better quality and when buyers can move with little cost from
one product or service to another. Switching from coffee to tea, for example, does not cost
anything, unlike switching from a car to a bike. (Ovidijus 2013.)

It is hard to find substitute products for furniture or wood. We can say there is very limited
substitute products of wooden products. Some wooden products can be replaced with metal
ones, for example, frames of beds, but it is very low chance so there is no threat of substitute
products of wooden products.

The main determinant of how competitive and profitable an industry is this strength.
Companies have to compete aggressively for a market share in competitive industry, which
results in low profits. Competitor competition is intense, when:
• There is high competition;
• Growth industry is slow, or negative;
• Products are not differentiated, and can be replaced easily;
• Competitors are of similar size;
• Customer loyality is low. (Ovidijus 2013.)

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7 DEMAND AND SUPPLY ANALYSIS OF WOOD PRODUCTS IN NEPAL

Most of the Nepali people depend on forest for fuelwood and timber wood as a raw material
for furniture and building construction. About 86% of the Nepalese use fuelwood as a source
of household energy, and 75% of them collect the woods themselves. A total of 11% of the
population depends on other source. As there will be leftover raw woods and some piece of
woods, after making the products that can also be sold. Thus, there is no any waste. (Nepal
Foresters’ Association 2012.) According to 2011 study, demand and supply of the fuelwood
and timber are highlighted as follow:

In 2011, out of 26.6 of total population, 17% lives in urban areas. There were 5.66 million
household. By 2015 the population of Nepal is estimated to increase by 28.2 million, 30.2 by
2020 and 34.5 in 2030. Similarly, in 2015, total number of households is estimated to increase
by 6.41 million, 7.35 million 2020 and 9.73 million in 2030. In 2011, out of total population of
Nepal about 50% lives in Terai, 52% in 2020 to 53% in 2030 (Nepal Foresters’ Association
2012).

TABLE 2. Scenario of population change in Terai region

Years Total population Household Lives in Terai

2011 26.6 5.66 50%
2015 28.2 6.41
2020 30.2 7.35 52%
2030 34.5 9.73 53%

7.1 Demand and supply analysis of wood products in Terai region

• In 2011, the demand of fuelwood and timber is estimated to 5.3 million tons and 1.46
million m3 respectively. It would change to 5.48 million tons of fuelwood and 1.67
million m3 of timber in 2020. And total fuelwood and timber demand in 2030 would be
5.62 million tons and 2.23 million m3 respectively. (Nepal Foresters’ Association 2012.)

29
 • In 2011, the supply of fuelwood is estimated to be 2.58 million tons which is increase
to 3.72 in 2020 and 5.07 in 2030. Similarly, the total supply of timber is estimated to
be 1.15 million m3 in 2011 which would increase to 1.53 million m3 in 2020 and 2.13
million m3in 2030. (Nepal Foresters’ Association 2012.)

TABLE 3. Demand and supply of fuelwood and timber

Years Demand of Demand of Supply of Supply of

Fuelwood Timber (million fuelwood Timber
(millions tons) m3 ) (millions tons) (million m3 )
2011 5.3 1.46 2.58 1.15
2020 5.48 1.67 3.72 1.53
2030 5.62 2.23 5.07 2.13

The demand and supply scenario of both fuelwood and timber in different years in Terai region
shows that the both the fuelwood and timber would be shortage as the population continues to
increase. To increase its productivity, mainly in Terai region the forest management need to be
enhanced. There is more scope and opportunities in the better management of Terai forest.

7.2 Management regimes of wood product in Terai

In order to increase supply of wood products, the following things should be implemented
immediately on a priority basis:
• The governmental budget collected in the name of the Forest Development Fund should
be invested and channelized toward forest management.

• For the public negotiation, conflict management, public relation, training should be
organized to forestry staff in the field of soft programs as well as professional forestry.

• Forest harvest plans should be made transparent and the price difference in between
different kind of wood products so that everyone knows the situation of forest industry
and number of wood product exist so that it can be sold through a bidding process.
(Nepal Foresters’ Association 2012.)

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8 CONCLUSION

In order to increase its productivity, forest management needs to be improved primarily at

Terai. There is enough scope and potential for better forest management at Terai. The supply
of wood products can be significantly increased this way. To do that, the following things
should be carried out immediately on a priority basis:

• There needs to be more investment in the forests. The money raised in the name of the
Forest Conservation Fund should be channeled into forest investment (including further
allocation of financial resources in logistics);
• The regular transfer of forestry personnel should be stopped, if not reduced
significantly;
• Training should be provided to forestry staff both in the area of professional forestry as
well as in soft programs such as public negotiation, public relations, conflict
management etc.
• Forest harvest plans should be made transparent so that everyone knows how many
wood products are sold through the bidding process.

In the thesis it was found that the demand of the growing city will have high demand of houses
and offices furniture. By promoting the design of products, quality and services provided by
Woodsy, company could have opportunity to improve on sales and marketing by expanding
the business in other cities of Terai region (Biratnagar and Birgung). For further research,
studies on wooden furniture sustainability, investment and studies of census 2021A.D. on the
basis demand and supply of the wooden furniture in Terai region would be very supportive. It
is recommended that the proper updating and recording of data and information are done
regularly. In addition, the price details should be made public at the major timber trading
centers, such as price in Butwal and other parts of the country as well. The drawbacks of the
study was the collection of appropriate and accurate information from both official and
individual sources is very difficult. Many times, information reported in official documents
does not match and thus the data and information are very difficult to interpret and synthesize.

31
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