SUBJECT: Export Import procedures & Documents CASE STUDY: Association of Danish Furniture Industries (ADFI) The case

study of Danish Furniture On-line factory is a good example of how to use the Internet for information and export marketing purposes. It shows that the Internet can be an important medium of furniture presentation as well as for initiating contacts to customers and suppliers. The Danish furniture Industry is very competitive. When related to the small population of Denmark, Danish furniture production and exports are quite significant on the global market, as the Association of Danish Furniture Industries (ADFI) claims. More than four fifths of the production is exported, making the furniture sector Denmarks sixth-largest export industry. The furniture manufacturing industry in Denmark comprises around 1,300 companies. The Danish furniture industry employs around 26,000 people, about 8,800 of those in firms with less than 50 employees. Danish furniture manufacture can be divided into three main segments: furniture for the home, commercial and contract furniture, and designer furniture. Danish Furniture On-Line : The combination of advanced technology and technical competence makes productivity in the industry very high. Danish furniture is sold through a wide variety of channels, including Internet export. The most important furniture portal is Danish Furniture On-Line, which is claimed to be one of Europes most important furniture gateways with links to more than 200 manufacturers As early as 1996, when the Internet was just taking off, the ADFI introduced Danish Furniture On-Line (http://www.danishfurniture.dk). The driving force behind creating this online portal was to give the ADFIs members opportunities to present their companies in a new electronic medium. In its current state, the portal is a pleasantly designed website with five features: Manufacturers Index, the internet portal of the furniture trade; Magazine providing information about advertising Facts about Danish furniture industries, such as statistics on industry and market size and structure Consumers tips, such as how to clean and maintain furniture adequately;

ALL GROUP -Introduction of case Group-2, 6, 11 Which type of export marketing organization is mentioned in the case?

Group-3, 7 Various business segments of Danish furniture manufacturers.

Group-4, 8 Explain Danish Furniture On-Line portal system

Group-5, 9 State the features of portal designed website.