CASE STUDY

PRESENTATION

Presented by team 4
OFFICE FURNITURE
 Office furniture include the work stations, executive
desks, chairs,sofa,furniture for computer
labs,meetings,auditorium etc
OFFICE FURNITURE
MARKET TREND
 The worldwide furniture market has grown steadily over
the period 2000-2007. In furniture market, residential
sector holds the major share of the market, followed by
office furniture. North America covers almost half of the
market, followed by Europe. Canada is one of the largest
exporters in office furniture market.
TOP OFFICE MANUFATURING
COMPANIES
 Steelcase Steelcase (NYSE: SCS) is an international 
office furniture company. It was founded in 1912 in 
Grand Rapids, Michigan as The Metal Office Furniture
Company.
 Manufacturers and exporters of various lab furnitures, allied
products, equipments laboratories , laboratory tablets, land tables,
peninsular tables, wall tables, sink tables, balance tables and
scientific instruments.
 They design and manufacture architecture, furniture and
technology products, including, office chairs, desks, storage, and
space divisions.
 N°1 in the office furniture industry 
• $ 2,3 billion annual revenue in fiscal year 2010 
• 11,000 employees worldwide 
• 28 plants: 10 in North America, 10 in International and 8 Other 
OTHER LEADING MANUFACTURES
 Herman Miller Herman Miller, Inc. is one of the
leading manufacturers of office furniture and furniture
systems, second only to Steelcase, Inc. in sales.
 HNI Corp

 Poltrona Frau SpA 

 STEEL CASE
  Three Months Ended

  8/29/09 8/30/08 PercentChange

(13 Weeks) (13 Weeks)

Net Sales $324.0 $479.1 (32.4)%

Net Earnings $8.4 $33.4 (74.9)%

Orders $322.1 $535.2 (39.8)%

HOME FURNITURE
HOME FURNITURE
  IKEA is the top home furniture retailer in the world,
with over 90,000 employees working in its 200-plus
stores, and annual revenues in excess of $10 billion.
 IKEA (Ingvar Kamprad Elmtaryd Agunnaryd) is a 
privately held, Swedish international home products
company that designs and sells ready-to-assemble
furniture, appliances and home accessories. The
company is now the world's largest furniture retailer. 
Revenue  € 23.5
billion (2010)[1]

Net income  € 2.7

billion (2010)[2]
Employees 127,000 (2010)
FEATHERLITE GROUP
 Featherlite group was founded in 1965 about 43 years ago,
ventured into home furniture during its inception and
pioneered in manufacturing aluminum folding furniture in
India. It’s the leading manufacturing and marketing enterprise
based at Bangalore recording an annual turnover of more than
150 crores.
 As of today, Featherlite is one of the leading furniture
manufacturing & marketing organizations in India, providing
complete office furniture solutions for all segments of market
through its strong base of direct and franchisee offices present
across 32 locations in India.
 Featherlite’s core expertise lies in manufacturing and
marketing extremely innovative and cost effective customized
office furniture such as modular work stations, chairs,
partitions, desks conference tables educational, lab & retail
furniture and fixtures etc
FACT SHEET

 Year of Establishment:1965
 Legal Status of Firm: Professional Association
 Nature of Business:Manufacturer, Exporter, Retailer, Trader
 Number of Employees:101 to 500 People
 Turnover:US$ 10-25 Million (or Rs. 40-100 Crore Approx.)
 Wide variety of office furniture through its 25 exclusive
showrooms in Mumbai, Chennai, Bangalore, Delhi, Kolkata
and Hyderabad.
 Featherlite manufactures about 20,000 chairs and 3400
workstations per month and 35 percent of the production is
sold through its retail outlets
COTD…
 Its product portfolio consists of executive office chairs,
banquet chairs, auditorium chairs and even poolside
seating.
 Over the last five years, the furniture major has
introduced a wide range of Modular Office furniture
systems catering to most specific needs of customers.
Each Featherlite product is result of a thoroughly studied
and designed effort after considering key factors
including space, volume and aesthetics.
PRODUCTS
 Produce products of high quality by combining
technology, innovation and design.
 Featherlite manufactures office furniture, call center and
auditorium furniture, educational and laboratory
furniture.
 Workstations
 Executive desks
 Sofas
 Cafeteria
 Chairs
 Education
 Retail fixtures
INFRASTRUCTURE:

 Human Resource strength of 500 people;

 World class manufacturing setup of 1'75'000 sq.ft.
(located in Bangalore and Hosur);
 Equipments capacity to manufacture 150 to 175 work
stations and 600 to 800 chairs per day;
 Capacity to manufacture more than 14,000 chairs and
6000 workstations monthly
 Continuous upgradation of technology as new
investment in CNC machinery;
 Cost and time saving processes of manufacturing and
delivery;
 Supported in 22 locations across India.
CLIENTS
 Its clientele includes some of the biggest names in the
corporate world like
 Microsoft, Oracle, Intel, Star TV, Samsung, Mercedes
Benz Ltd.,
 IBM, Satyam Computers, Axa Insurance, Hughes
Software,
 Motorola, Citibank, Global Trust Bank.
FOCUS AREAS 
 Manufacturing and Marketing 
 Seating products ? all types of chairs 

 Modular office partitions and workstations 

 Desks & Tables ( Including Conference Areas)

 Auditorium Furniture 

 Educational & Laboratory Furniture 

 Airport & Public seating 

KEY PRINCIPLES 
 Featherlite is a family owned professionally managed
organization. Founded by late Mr. Gopal Ramnarayan (67),
his sons Mr. Jawahar Gopal, Mr. Manohar Gopal and Mr.
Dhiren Gopal are Directors spearheading and managing
different areas of operations of this group.

Customer Trust 
 Our valued clients are many of the finest corporates, Software/
BPO Companies, Government, public sector units, banks and
financial institutions in India, A Majority of these are repeat
customers, showing their faith in Featherlites reliability, and
its focus on quality & service. 
BUSINESS STRATEGY 
 Offer premium quality products at reasonable prices. ?
VALUE FOR MONEY? strategy has been the
foundation of our impressive growth.
? State - of ? the ? art manufacturing facilities for mass
customization backed by a topnotch Design team to
solve customer related problems in the areas of modular
Systems furniture and seating Products 
? Offer ?One stop? solutions for all areas, from inception
to its completion stages in collaboration with Architects
& Interior designers.
Widest product range to suit all needs and requirements
of focused segments. 
INFRASTRUCTURE AND DISTRIBUTION
NETWORK

 Featherlite has a strong distribution network comprising

Franchisees and company owned showrooms in more
than 25 locations across India to serve clients ongoing
needs and requirements and now on the brink of
expanding its foothold in other potential areas of India. 

 
CASE
 15th store in south
 Market for home furniture products is growing
particularly in the middle income group.
 They are looking at revenues of abt rs 25 crore from the
home furniture division .
 Launched  at Road No. 10, Banjara Hills in
Hyderabad,this 14,000 sq ft store offers homemakers a
wide range of living room furniture, all internationally
designed and modern in style. The store is set up by
Featherlite in association with PCH Retail Solutions.
 As a part of its diversification strategy, Featherlite has
expanded into real estate development under Featherlite
Developers and a b2b model for hospitality industry under the
name of Studio F spread across an area of more than 20,000
Sqft, apart from a business incubation center with 67 well
furnished 4 star class hotel/retreat called Evoma, Manohar
Gopal explained .
 As part of its expansion plans, Featherlite intends opening 8
more such stores across South India by the end of this year
and envisions 15 such stores by 2012, he said. While all these
stores would be located in different cities, the aim everywhere
would be the same - bringing inter- national quality,
specialized living room furniture to India, he added.
 VIJAYAWADA: Chairman of Karur Vysya Bank K. P. Kumar on Monday inaugurated a
new furniture showroom of Featherlite, an office furniture manufacturing and marketing
organisation since 1965, in the city.
 The showroom is spread across over 3000 sq. ft off the Mahatma Gandhi Road and has the
most contemporary office furniture products.
 “We have always laid thrust on producing furniture on par with global standards. Our
presence in the country for the past many decades had helped us understand the demands of
all segments and we have been consistently adding new range of products every year to
fulfil the same,” said Manohar Gopal, Director of Featherlite.
 He said the company's manufacturing facility in Hejjala near Bengaluru, spread across an
area of 1.75 lakh sq. ft, was selected as one of the best facilities in Bengaluru by the
INCITE (Contemporary Architects Association of India) for its architecture and concept of
Green environment.
 He said the company had a strong presence in more than 32 locations in important cities
and towns across the country and it had plans to expand at least 10 more locations by the
end of 2010-11.
 Choice Marketing Company, spearheaded by Vijay Sree Ram has associated itself with
Featherlite to promote its products in Vijayawada. A wide range of chairs, workstations,
desking systems and much more is displayed at the showroom.