From your childhood , you were passionate about 'building things In your college days , you learnt carpentry from a professional carpenter Your first job after completing MBA was in Britannia . But to pursue your passion , you soon switched to Urban Ladder where you worked in sales for a couple of years For last four years , you are with Home Town . This is where you have got all - rounded experience marketing , operations , supplier management and sales. Presently you are category manager for home dcor at Home Town.

Your experience has told you that furniture market in India is crowded with competitors . There are large , national level players like Godrej Interio , Nilkamal , Ikea, Durian , Zuari Urban Ladder Home Town , Pepperfry and Wipro . Most major cities also have popular local brands . And there are small carpentry shops in every city and town

Entrepreneurial blood runs in your veins You want to start your own furniture business

You are clear that you want to get into home furniture market, not market such as furniture for offices , schools, colleges, malls and hospitals)You don't have the resources to compete with numerous brands simultaneously answers to the following questions

(a) How will you segment home furniture market in India? Explain 'any three segmentation variables which you will use. For each variable, justify why that variable is relevant.

(b) You don't want to target multiple segments You want to set yourself apart and carve out a niche for your company which niche segment will you target? Why?

(c) Suggest a brand name for your furniture and positioning statement for the brand .