In this topic, we learned about the professionals and negative aspects of different types of organizations and the key influences of the exterior and inner environment on these organizations. This subject also analyzes the expectation of the organization's major stakeholders. By using the stakeholder mapping - ability/interest matrix, the company can identify its major stakeholders, their objectives, and conflicts between the stakeholders. This is very important for decision-making process because if the business can understand carefully different stakeholders' anticipations & conflicts, they can hold the right technique to offer with each stakeholder, and so gain the revenue of the company.
The principle that I came across it is difficult is how to identify the right stakeholders' electric power and interest on the stakeholder mapping. When I did so the example together with my classmates, we have different point of views. More or less ability and interest of the stakeholder also depends on what view the firms are on. I should practice more from other big companies on the planet to observe how they identify the expectation of these stakeholders. I can also study from the websites http:www. stakeholdermap. com show us the important of the stakeholders to the growing of the business, and also how to analyze and map the stakeholders' electric power and interest.
The article "Making Sense of Stakeholder Mapping" of Ruth Murray and Peter Simon on 2006 provides us three basic important proportions when considering stakeholders: electric power, interest and attitude
Power: how much the stakeholders have the potential to impact in the organization
Interest: how much they can be fascination with the assignments of the organization
Attitude: how they'll "backside" (support) or "stop" (withstand) to the organization's project.
The article also suggests that if we only consider two out of three above sizes, it just provides partial and significantly less than useful picture
Topic 2: International environment - Group and Companies (Tag)
Multinationals is the corporation that locates its management headquarter in a single country (home country), and functions its business in other several countries (number countries).
Through this topic, we see the good and bad sides of globalization. We discovered the differences between your free trade and protectionism. The advantage of free trade is no longer tariff obstacles, so there will be good prices for customer because of increasing competitions. However, the bad area of free trade is that it'll create a major gap between wealthy and poor, harming the environment, and social convergence. On this chapter, we also discovered more about the benefit for World Trade Corporation such as promotes peacefulness, constructive handling of disputes, free trade slices costs of living, increase choice, increase income, and simulates economic growth. This section also includes types and degree of integration as well as the consequences of integration such as static results and dynamic results.
The theory that I found it difficult to understand is the "Krugman's objections". I really do not really carefully understand what this concept is approximately. That is something that I need to spend more time to learn more from the reserve or find more information from internet.
It is evident that the entire world today is now more global. Beside some features of free trade by globalization, you may still find lots of criticisms that free trade taken to the world's economical. The word "free trade" actually depends upon the interest of powerful nations and corporations. For example, corresponding to "Criticisms of Current Types of Free Trade" article, you have the phenomena of "brain drain". This means that some rich countries try to attract educated folks from poor countries. Thus, increase bigger gap between wealthy and poor countries
Topic 3: Research of the surroundings - Understanding the Managerial Environment
The subject matter, "Analysis of the surroundings - Understanding the Managerial Environment" is approximately learning the exterior and internal environment and exactly how they are really impact to the organizations.
This time helps us to understand the different sizing of the environment such as complexity, stability, market diversity and hostility. It is vital for the company to understand the result of the environment factors to the business in the foreseeable future in order to have right technique to develop the company. We learn different kinds of the business environment, and how to analyze the environment by using PESTEL framework (political, economic, public, scientific, environmental, and legal). PESTEL is a useful tool for understanding the industry situation as a whole; it we can have in-depth research of the exterior factors impacting on the organization.
This topic is straightforward and was explained very clear in class, therefore i did not find any idea that difficult in this topic
Topic 4: The Macro-economic Environment - the Current economic climate and the Role of Government
In this subject matter, we indentified the macro-economy and its targets. Macro-economic Environment is the first rung on the ladder of a proper analysis; additionally it is referred as an exterior analysis (PESTEL examination). It helps us to identify what will have an impact on the development of our industry all together. Four essential measures that are being used in the macro-economy are inflation, economic output, unemployment, and balance of payment. This subject also boosts the impact of the government in the economical system. Government comes with an important role in economy. These goals include: a minimal rate of inflation, an acceptable rate of monetary growth, low rates of unemployment, and an equilibrium of repayments in equilibrium or surplus. The government uses the fiscal insurance plan to stabilize the economy by controlling interest rates and the money supply.
Topic 5: The macro-economic environment. Understanding the Global Environment (Mark)
This matter helps us get more knowledge about globalization and the causes that drive globalization. Globalization is increasing global business activities and multinational companies. Globalization does mean rising political and social interconnection between government and folks. Globalization helps to improve communication and talk about information worldwide. Friedman (2007) meant that globalization is a flattening process. With this book known as "The planet is flat", he suggested ten makes that flatten the entire world as follow: collapse of Berlin wall membrane, Netscape public offering, work move software, available source or uploading, outsourcing, off-shoring, resource string, in-sourcing, in-forming, and the steroids.
In other words, globalization is damaged by the key drivers namely politics, technological, and financial, market drivers, and cost and competition drivers as well. For instance, outsourcing and off-shoring in China and India help many multinational companies such as Toyota, Sony yet others probably reduce creation cost because of low material and labour cost. This ends in increasing competitive advantages. However, it also creates more highly completive market on the globe.
In addition to globalization's advantages, there are some plausible down sides in global competitive environment. Especially, globalization makes to boost the gap between wealthy and poor countries and people as well. Globalization also brings about cultural convergence. Furthermore, it is true to verify that globalization makes contribution to cause environmental air pollution. International development of multinational companies has aroused progressively environmental issues in which they operate.
Therefore, in global competitive environment, business organizations today have to confront with some key difficulties such as cross-culture management, competition, sustainability as well as global guidelines.
This chapter is easy and well described in course. Thus, I could easy to check out and understand, and I did so not find any strategy that is difficult to understand.
The article "Critical Obstacles of Globalization to Vietnam" on CDI website (Centre for Development and Integration) suggests that globalization obstacles Vietnam in two ways:
Challenges to the united states competitiveness: under "globalization", the demand for competiveness is much higher. Competition is not only about products but also about competing social settlement
Challenges to Vietnam's labor, migration, and women's right: women play an important role in growing the country's monetary; however, women's work and value are less accepted than men
Topic 6: The global environment: Growing economical in three continents
This topic provides an overview of emerging economies mainly in Asia, America and Africa and especially BRIC countries (Brazil, Russia, India and China). Furthermore, the author wish to compare different economic, politics and other advancements between countries.
Chapter 14 "Contrasting improvements in the Americas" shows US economic development and its hegemony in international affairs as well. Additionally, this chapter helps me understand why the BRIC countries have possibly achieved progressively more importance in the sight of American economists, shareholders and politicians. BRIC countries in order to secure their development
Chapter 15 "Asia's financial potential" shows in-depth research the major Asian economies and their historical development. Indeed, this section represents major characteristics such as geographical, political, economic and cultural variety of Asia through major countries such as China, India, and tiger countries (Hong Kong, S. Korea, Singapore and Taiwan). For example, currently, there is no hesitation that with higher level of education, high cutting down and investment, modern tools and others, tiger countries completely remain competitive abroad on earth.
Chapter 16 "Africa's have difficulty for reform" explains a big picture of political, economic and public developments in Africa and major obstacles inhibiting Africa's development. In particular, African countries have to face some cultural problems with regards to poor education, housing and sanitation, low quality lifestyle, disease, and poor open public health care. Additionally, poor governance and lack of ability of politicians are impossible to maintain balance. Besides, heavy obligations also have become an urgent problem to many countries. It is undeniable that poor efficiency and strong reliance on other donation has led African countries susceptible to world markets. Predicated on this analysis, the writer is willing to go over the potential answers to Africa's future development and prosperity.
Topic 7: The micro-economic environment - market structures and industry evaluation (Mark)
This topic provide knowledge about different kinds of market buildings and describes the hyperlink between market structure and companies' behaviours and performance through examination of Porter's five pushes. To start with, there are three kinds of market structures including monopoly (diamond market), oligopoly and perfect competition market. Especially, in term of oligopoly, in order to avoid price conflict and remain competitive by non price methods, many companies choose to collude.
In addition to the, this subject also represents industry life circuit. In period of launch, customers buy products irrespective of price because of product's uniqueness. It is called fragmented industry where no company has large market show and each firm share small pieces of big market cake. As new competitors type in this industry, prices drop therefore of competition. Companies use experience curve and economical scale to reduce cost faster than opponents. By enough time an industry enter maturity, this is a consolidated industry which dominated with a few larger organizations struggling to identify their products from your competition. As an industry moves toward drop, its products' progress of sale starts decreasing; therefore, companies will convert their facilities to alternate uses or sell them to another firm.
Moreover, Michael Porter, the writer of competitive strategy, has highlighted evidently affect of the level of competition to the level of the specific business unit. Hence, it can help me obtain insight about the organization's competitive environment like the dominant forces on the market including threat of entry, electricity of buyers and suppliers, substitutes, and competitive rivalry, and the factors influencing on these makes.
However, Porter's five forces have a a lot of shortcoming. For instance, the model is effective in static situation. It assumes that the companies' interest and profit always come first. Furthermore, the business enterprise environment is competitive, hostile and predictable. Moreover, it ignores one of many factors called human being resource.
In addition to Porter's five forces, in oligopoly market, Game theory is considered as a branch of mathematics often utilized by economics that analyzes situations where players must make decisions and then obtains and then receive payoffs. It is applied for users of the oligopoly because they always face to a prisoner's dilemma which is a game where the gains from co-operation are larger than the rewards from seeking self-interest
TASK 2: IKEA REPORT
I. Introduction
1. History
IKEA is a home-furnishing merchant founded by Ingvar Kamprad in 1943. The Swedish company that sells and designs even pack furniture, kitchen appliances and home accessories through its stores about the world at affordable price. Since that time, IKEA is continuing to grow up rapidly and now it becomes the major furniture retailer in the world. Its mission is to provide a variety of home furnishing items of good design and function, excellent quality and resilience, at prices so low that almost all of people are able to buy them (IKEA, 2010).
2. Vision
IKEA's business idea: "To support this eyesight by offering an array of well-designed, useful home furnishing products at prices so low that as many folks as possible can afford them". And its eye-sight is "to create a better everyday life for the many people" (IKEA, 2010). To bring a better everyday life, IKEA are committed to provide well-designed, good quality and durable home furniture and keeps the low price for many individuals. Keeping low price is a cornerstone of IKEA; however, it does not imply that "good deal however, not at any price". IKEA needs sustainability as part of its business. Actually, it thinks that taking about public and environmental responsibility of its customers, suppliers is an essential for working good business. IKEA made decision for contribution to make a good world by giving products, service which are advantageous effect on people and environment.
3. Product range
There are a variety of products which influenced and developed based on the fundamental customers' needs of home furnishing. Generally, IKEA's product is a blend with three main characteristics: good design, function and low price. Which means all IKEA's designers design goods with well designed and useful home furnishing available for everybody that at good deal.
4. Store
In 2010, there are 316 IKEA stores in 38 countries, and the majority of them in European countries, THE UNITED STATES, Australia and Asia (Swedish Furniture, 2011). IKEA store format is a single-story, large blue complexes with yellowish company name. The good sized quantities stores of IKEA can be found suburban because of land cost and traffic access. IKEA's stores available for extended hours, normally, 24 hours per day. IKEA always encourages customer to visit its store to be able to look inside, touch, try everything, even if walk away bare handed. By this way, IKEA expects that after departing its store, customer will have a full of fresh ideas because of their own house.
II. Stakeholders mapping
Employees
IKEA doesn't have its own factories; they provide orders to different factories in low cost countries. Hence, it is recognized that majority of employees still has low vitality and interest to the business.
Global modern culture / Local community
Environmental issue such as friendly, reduced product packaging is being marketed by the Government and is concerned by community. However, it may impacts negatively on IKEA's communal responsibility and total cost. Thus, neighborhood has high electric power and low interest rate to IKEA.
Customers
The electric power of the buyers is moderately low because most customers are consumers. The business targets the client who is looking for value and it is willing to do a little bit of work offering them, transporting the items home and assembling the furniture for an improved price. The normal IKEA customer is young low to middle income family.
Competitors
IKEA operates in a highly competitive industry, characterized by other low priced furniture providers such as Galiform of Britain and vendors such as Wal-Mart of america. Domestically, IKEA faces the risk of potential entrants; as the dominating firm, keeping 25% of the marketplace in its indigenous Sweden for example, there is a very real probability that others will enter the market to test IKEA directly. Hence, competition have low vitality and high interest to IKEA.
Suppliers
IKEA will not only create competition among suppliers but also snacks them as long-term business partners. As IKEA offers almost the same products in its stores all around the globe, they can order very high volumes and for that reason get cheap prices. Furthermore, its suppliers are usually situated in low-cost countries, with close proximity to raw-materials and reliable usage of distribution stations. These suppliers produce highly standardized products intended for the global market, which size supplies the firm with the chance take the good thing about economies of level factors.
In reality, IKEA is using its size when working with subcontractors in two ways. The foremost is to put pressure on the subcontractors to be increasingly more efficient. Second, IKEA can use its size to get good special discounts from the suppliers. This is done by placing itself as a large customer to the distributor, to get some power in price negotiations.
Local government
Local authorities has high electricity and low interest to numerous companies. The reason is that changes of laws, regulationns and policies influence the production, total cost and deal of IKEA's products.
Shareholders
This group can be considered high vitality potentially. That is more important in recent years where shareholder activity has increased significantly in the boardroom, and management of firms has been scrutinised a lot more and even given 'threats' if certain actions favoured by the shareholders were not pursued.
Managers
Managers play an important role in controlling business activities and bettering IKEA's global competitiveness by promoting timely, decision-making for operational matters. Quite simply, they have high ability and interest from the company.
III. Infestation analysis
The Pest examination tool talks about political economic, public, technology changes which are likely to affect on the business (Robert, 2004). These types of exterior environment factors in 2010 2010 which IKEA encounters are:
Political changes:
Government's rules and coverage change: Generally, there have been sorts of obstacles and chances, which IKEA confronted in 2010 2010. For opportunities: These sponsor countries changed policies to encourage foreigner companies invest in the country such as lowering procedure papers, exported tariff -exempt, . By contrast, the countries also tangled up protectionism and subsidies for its products to be able to compete to foreigner products for instants, starting policy of increasing brought in tariff.
Economic factors:
Economic expansion:
Although global current economic climate recovered gradually, it helped IKEA has boosted its market share due to its low-price goods which can remain competitive to expensive suppliers in 2010 2010. IKEA group still opened continue steadily to expanse their stores in other countries and increasing sales in emerging financial market-Asia where leading the global current economic climate recovery this year 2010.
Inflation:
It is a genuine that inflation rising which let price of all commodities rose extremely in 2010 2010 such as raw materials which led increasing IKEA inputs' purchasing cost. In addition to this, gasoline price also increased rapidly in 2010 2010 which impacted on IKEA's travel cost. All this, damaged on IKEA business performance as well as customer purchasing needs. Furthermore, increasing price implicated that IKEA has less competitive gain in the furniture market.
Competition:
IKEA is a Sweden giant furnishing company which includes strong brand, therefore, there are few competition running on the market. However, IKEA shouldn't underestimate its opponents. The business should launch progressive and eco-design products at good deal for meet an array of customers' needs.
Social factors:
Lifestyle:
Becoming a global company which means IKEA faces difficulties as different culture, vocabulary barrier, and taste. Thus, before opening new stores, it will have concrete programs of research market. IKEA has broadened its stores in appearing market like China, India, and Pakistan which culture is distinct compared to Western countries. Generally, Asian is savers who do not spend too much money on purchasing. They are willing to buy durable and high-quality products in typical retailers which are costly rather than low-price ones like IKEA, a reputation of self assembly.
Population development rate:
This factor performs a role for IKEA's development as well as helps IKEA make decision for opening new stores in these parts. These most significant population's countries as China and India, folks have huge needs for buying low-price products of IKEA. Thus, growing new stores in the market segments bring benefits for IKEA such as increasing business sales, amount of subcontractors and so forth.
Technology:
Normally, technology performs an important role for nearly company's success especially a worldwide company. For IKEA, it used quality technology to execute better communication services and software modules that converse to a home platform, delivery service and reselling online via the web. Technology helps company to increase creation and employees' productivity, improve its business performance, and gain competitive advantages.
IV. Market position and segmentation
Market position
There is without doubt that IKEA is a well- known furniture company in the world. In spite of world economic tough economy in 2010 2010, IKEA has been growing up and has a respected market position in the foreseeable future. There are some evidences demonstrating for affirmation above: total sale rose by 7. 7 % to 1 1. 1 billion Europe (FY 2010 statement) compared to 2009. In fiscal time 2010, Ikea group opened up 12 stores in 8 countries.
Figure 1: Annual Sale, Billion Euros
(Source: http://issuu. com/interbrand/docs/bgb_report_us_version?viewMode=presentation&mode=embed)
According to Branding consultancy Inter-brand's" Best Global Brands" 2010( Top 100 brands) released on the fifteenth September 2010, the Sweden large furniture- IKEA was positioned at 28th place the most effective brand with brand value is 12, 487 ( money million) and changing branding value is 4% higher than this past year.
Figure 1: Best Global ranks 2010
(Source: http://www. interbrand. com)
Market segmentation:
Market segmentation IKEA uses various mixes of segmentation bases including geographic segmentation, demographic segmentation.
Geographic segmentation: IKEA stores are located around the world, however, most stores of these based in at Europe where get the best sales ( 79%), on the other hand Asia and THE UNITED STATES account for 6(%), 15%, respectively.
Figure 2: Ikea, sales per region
(Source: welcome_inside_2010, IKEA statement 2010)
Demographic segmentation:
According to IKEA, it desires to bring an improved life to numerous people. This means that its customers are people worldwide who are low and middle- income. Furthermore, IKEA's customer focus on is target in young people and family who are appealed by stores' beautification as well as may take time working along IKEA to design their products.
V. SWOT
Swot means of strengths, weaknesses, opportunities and risks which is a useful tool for helping organization to investigate current situation of the organization in order to solve its problems and make the most to attain its objectives. Durability and weakness are inside environment such as management, procedure, finance; in the meantime, opportunity and hazard are external environment like market, world, environment and technology (Andrew, web page 7).
Strengths:
That is any tool advantage and capability of organization which gives competitive advantages in the market. Strengths are organization capacities such as human resource, management, financial position, service, manufacturing and so on. Strength considers as a simple quality aspect for analyzing company's success.
There are some IKEA's strengths below:
Wide range product:
IKEA is well-known for its wide selection of affordable and good-quality products which can meet almost customers' needs. Furthermore, IKEA has restaurant, cafeteria, and children- playing room in the each IKEA's store to be able to help their customer feel safe when shopping here.
Less competition:
IKEA's business design is quite unique, besides, IKEA's range product is wide that means it meets multi target marketplaces. This causes IKEA has little immediate competition.
Global brand:
IKEA Company has strong brand reputation which appeals key customers. That does mean it offers the same quality and a range of products.
Advanced- technology and new materials:
IKEA continues to add and apply new-technology as well as materials in its furniture industry in order to lessen cost and weight of its products for customers as well as eco-friendly environment.
Low price strategy:
Because of IKEA's business ideas is offering a variety of well-designed, functional home furnishing products at prices so low that as many folks as possible will be able to afford them. That is clearly a priority strategy of IKEA which will make the company as a well-known brand.
Clear eyesight and strong notion:
IKEA needs "to create a better every day life for the countless people" by offering an array of well-designed, useful home furnishing products at prices so low that as many folks as possible will be able to find the money for them. "
Supplier-long-term relationship:
Supplier plays an important role for IKEA Company. To maintain good-product quality as well low-cost, it generates long-term collaboration with dealer. By this, IKEA can purchase large volume level with negotiable price over many years.
Flag-pack furniture:
Flag-pack furniture is now popular since it premiered by IKEA Company. The most important reason which makes flat-pack furniture popular is due to its saving-cost such as transportation and storage area cost. In addition to this, flat-pack furniture is easy to carry for both customers and suppliers, assemble at home just following company instructions; lessen shipping destruction, increasing inventory capacity.
Weaknesses:
They are inner factors which make company cannot reach its success as well as its full of potential in comparison to others. Weaknesses can be handled and removed. Each enterprise has to know its weaknesses in order to improve and maintain its.
IKEA's weaknesses including:
Lack of customer support:
Low-cost is the cornerstone of IKEA which may well not draw in customers who are being used to look traditional furniture shopping. This lets the customers who believe that IKEA Company will not value them. Furthermore, scale of company- a worldwide company also helps it be difficult to communicate with its customers. Lack of customer support will influence on IKEA's brand.
Global company:
As a worldwide company, IKEA has experienced problems to regulate, operate and keep maintaining its stores' standard as well as quality of products through the stores' string in various areas.
Difficult to balance between low priced and high quality:
There is a said that, "quality and price attain together". The fact that, it is simple to create good- quality product for high price, but IKEA makes different ways. If it is too give attention to cost-saving, it will effect adversely on products' safe practices as well as end user. Cost needs to be well balanced against quality.
Opportunities:
They are chances in market which helps businesses to get competitiveness advantage, profitability and increasing creation. In addition, opportunity arises out of the blue, even if, these may come up from competitors, federal insurance plan, technology, thus group should be careful and catch the probabilities whenever they occurs.
IKEA's opportunities include:
Urban sprawl:
IKEA's stores are located at outskirt of centers, because of land cost and traffic gain access to. Nowadays, there is certainly increasing number of folks living in metropolitan areas to move a long way away center which places that are sealed to IKEA's stores. In addition to this, most of them are young, informed and rich. IKEA's strategy matches new tendencies.
Increasing demand of low-price products:
Because of being effected by frustrated global economy, people have tendency for purchasing goods at low-price for conserving their money. To be able to meet rising customers' demand as well as increasing its sales, the company may design new products, reviewing creation process, materials or labour. This is a chance which IKEA should exploit.
Selling online:
Selling online is one of opportunities of IKEA. Online shopping makes a trend to traditional shopping. For global company- IKEA, its online retailers have broadened all markets internationally. Its customers atlanta divorce attorneys region can shop simply a click mouse and then looking forward to goods delivered. This can help IKEA increasing sales, earnings, and brand popularity.
Expansion into growing market:
There are numerous countries of Asia which can be potential market segments for IKEA in the approaching years. On the other hand, the demand of citizens living in rising markets concentrate on buying good-quality at low-price which is the IKEA's strategy.
Threats:
Threats are being used to exterior factors in environment which impact negatively for profitability, operation organization as well as growing new rivalries. Actually, if company knows external threats, it can plan to solve the issues. Threats of IKEA produced from:
Increasing competitors:
There is growing competitors coming into low-cost furniture market which effect on IKEA Company such as Wal-mart, Ashley furniture, Howden. These competitors can copy low-cost value model. Therefore, IKEA must improve its product qualities to contend with other rivalries.
Economic turmoil:
Businesses on the planet are impacted greatly by economic tough economy; some companies have to seek monetary works with for surviving. Economic crisis leads to thousands of individuals lost their jobs, increasing living cost. People also spend their money effectively, ingestion demand reduces. There is a threat which effects on IKEA performance of business.
VI. Strategy
IKEA's strategy follow both cost authority and products differentiation strategies for its business model. However, for the business, low-cost strategy is always important.
Cost leadership strategy:
According to IKEA business's idea: To support create better living for many individuals, it offers an array of well-designed, practical home furnishing products at prices so low that as many people as possible will be able to find the money for them. To get low-cost products, IKEA has activities for supporting its strategy, for example, IKEA and customers work together to design functional products which is manufactured with impressive process. In addition to this, customers donate to reduce cost by their furniture is set up at home and carried independently. Furthermore, IKEA has subcontracts which positioned in cheap way to obtain raw materials with volume commitment.
Product differentiation:
IKEA offers different products and service to get customers as well as compete to traditional furniture stores on the market. IKEA designers design functional, stylish, products, for instants, shopping at IKEA's stores, customers will get all products for their living rooms, kitchen, and bedroom and so on. And IKEA also has playing rooms for children while their parents shop.
VII. Cases:
IKEA's business is good this year 2010. The reason why are because of IKEA's strong brand and low-price strategy. To build up sustainably, IKEA can focus on long-term planning sustainable development. There are some outlooks for IKEA business in a few next years.
Expanding Stores
IKEA is growing in the foreseeable future as a leader in home furnishing market. Thus, it is for certain that IKEA will develop its stores' string across the world; however, the many stores are beginning emerging marketplaces such as in China, India, and Pakistan even, Russia, Britain. Asian market provides a whole lot of expansion opportunities for IKEA. Perhaps, it will open double stores in China where it includes around 11 stores. For Russia, IKEA planning is to extend more 4 stores in the country.
To improve eco-friendly products.
It is true that environment is the most concern of people in the world. For sustainable development, IKEA maintains processing its eco-friendly and clean tech products. For example, IKEA continues to produce solar power panel for houses, and provide natural cotton under clean conditions and environmental friendly substitute materials in its products. This makes company gain customers' believes as well as more competitive advantages than others competition on the market.
