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Dunder Mifflin, of Scranton, PA, is the leading manufacturer of office furniture and related items. Their products are made from solid wood, veneer, metal, and

  1. Dunder Mifflin, of Scranton, PA, is the leading manufacturer of office furniture and related items. Their products are made from solid wood, veneer, metal, and laminate. Dunder Mifflin is introducing a new line called The Dwight. The U.S. overall furniture market is estimated to be $24,813,556,000. Office furniture is 39% of all U.S. furniture sales. The office furniture category is composed of four distinct segments:

    (1) Non-solid wood 29%; (2) Solid wood 43%; (3) Metal 18%; (4) Laminate 10%.

    Sales of solid wood office furniture at the retail level are as follows: (1) Department stores 22%; (2) Chain furniture stores 40%;

    (3) Independent furniture stores 17%; (4) Mass merchandisers 8%; (5) Unfinished furniture stores 9%; (6) Online 4%.

    (a) If Dunder Mifflin elects to distribute The Dwight line through independent furniture stores and department stores, what is the relevant market?

    $1,975600,556

    $2,509,282,886

    $1,622,881,003

    $2,234,654,897

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