DEVELOPING A GO-TO-MARKET STRATEGY FOR A UKRAINIAN FURNITURE MANUFACTURER
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Date
2025
Authors
Chernii, Volodymyr
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Abstract
This Capstone project focuses on developing a go-to-market strategy for a Ukrainian furniture manufacturer seeking to enter the niche market of furniture adapted to the needs of people with functional disorders. Driven by increasing demand, particularly in the context of post-war rehabilitation for veterans, the project aims to explore market opportunities, understand customer needs, and recommend actionable steps for market entry.
The research employs a combination of qualitative methods (expert interviews) and environmental analyses (PESTEL and Porter’s Five Forces) to assess the external and micro environmental factors influencing the Ukrainian furniture industry overall. Insights from experts in universal design, rehabilitation therapy, and inclusivity highlight critical needs, such as ergonomic, modular, and height-adjustable furniture that balances functionality and aesthetics.
The market for adaptive furniture in Ukraine remains underdeveloped, creating opportunities for first-movers. Potential customers in B2C include individuals with functional disorders and members of their households, while the B2B segment encompasses rehabilitation centers, public spaces, and NGOs.
Critical product features include customizable designs to meet specific needs, affordability to overcome market barriers, and aesthetics to encourage adoption. The project concludes with a set of strategic recommendations to position the Client as a leader in inclusive furniture design, which could be achieved through cost-efficient product development, customer-centric solutions tested in rehabilitation centers, and close collaboration with experts in the field. Further steps are associated with profiling consumers and their needs through online surveys, developing MVPs, and testing these in focus groups.
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Keywords
inclusivity, accessibility, adaptive furniture, universal design, rehabilitation, Ukrainian furniture industry, go-to-market strategy
Citation
Chernii, V. (2025). DEVELOPING A GO-TO-MARKET STRATEGY FOR A UKRAINIAN FURNITURE MANUFACTURER. Kyiv: American University Kyiv. 54 p.