Modern marketing communications in the forest sector as a factor to increase the added value in terms of COVID-19

Georgieva, Daniela and Popova-Terziyska, Radostina (2023): Modern marketing communications in the forest sector as a factor to increase the added value in terms of COVID-19. Published in: Current trends and challenges for forest-based sector: carbon neutrality and bioeconomy, Proceedings of Scientific Papers, WoodEMA, i.a., Czech University of Life Sciences Prague No. 16 (2023): pp. 69-72.

Abstract

The closure of international borders due to COVID-19 has made it difficult to plan the timing of orders along the entire global value chain. This negatively affected the ability to timely produce the desired and ordered customers‘ furniture. As a result, when communicating with customers and suppliers, a shorter period of validity of the price offer was introduced. It required a review and update of the price offer and additional delay in the negotiations. A study of the main marketing strategies of the Bulgarian companies in the furniture industry is needed to outline to what extent they have been able to meet customer expectations. This research presents the role and significance of modern marketing tools for furniture manufacturers and clients in crisis conditions. Hence, the trends in the furniture market compared to consumer desires in the context of the new working and living conditions. The research methodology includes a study of 85 Bulgarian furniture manufacturers. The data were collected using a large-scale questionnaire distributed on the spot during the months March-April 2022. In addition, 80 furniture consumers were questioned regarding the used and preferred marketing communications by furniture manufacturers. The questionnaires were distributed in the period of September-October 2022. The results of the survey show that furniture manufacturers in Bulgaria have not yet met consumer expectations, using mainly traditional marketing methods of communication

• Item Type: MPRA Paper
• Language: English
• Keywords: marketing communications, global value chain, forest sector, questionaries
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising

References

Atanasov, A. (2022): Digitalization of the corporate reporting in Europe - evidence from Bulgarian wood-based industry, 15th International Scientific Conference WoodEMA 2022 Crisis management and safety foresight in the forest-based sector and SMEs operating in the global environment, International Association for Economics, Management, Marketing, Quality and Huma Resources in Forestry and Forest Based Industry – WoodEMA, i.a., Slovak Association for Quality, n.o, pp. 19-24.

Drayse, М. (2008): Globalization and Regional Change in the U.S. Furniture Industry, Growth and Change, 39(2): pp. 252–282. Economics (2022): The rise and the brakes of the furniture industry, 2022(111), pp. 44-47.

Georgieva, D. V. (2022): Digitization of Bulgarian furniture manufacturers during the COVID-19, New Knowledge, Journal of Science, Academic Publishing House „Talent“, University of Agribusiness and Rural Development Bulgaria, Volume XI (2): pp. 22- 30.

Jivkov, V. (2022): Challenges and opportunities for the furniture industry in Bulgaria after the covid crisis, war, and raw material shortages, 2022: XI-th International Scientific and Technical Conference Innovations in the forest industry and engineering design, INNO-2022, 3-5 October 2022, Hotel Rila, Borovets, Bulgaria.

Popova-Terziyska R. (2021): Digital marketing instruments at the furniture enterprises in Bulgaria, The response of the forest-based sector to changes in the global economy. 14th International Scientific Conference WoodEMA 2021 proceedings of papers, Koper, Slovenia 2021, International Association for Economics and Management in Wood Processing and Furniture Manufacturing - WoodEMA, i.a., University of Ljubljana, Biotechnical Faculty, Department of wood science and Technology. pp. 259-265.

***: Capital (2023): Top 5 Furniture Chains: Over Half a Billion in Sales and Increasingly Online. URL: https://www.capital.bg/biznes/stoki_i_prodajbi/2023/01/16/4430288_top_5_na_verigite_za_mebeli_prodajbi_za_nad_polovin/ [accessed on 03.05.2023].