Whilst as business owners we all believe we are in very competitive markets the true facts of the matter are that some business niches are more competitive than others and this can be said of the fitted kitchen industry.
First of all there is such a wide range of kitchens available and with the advent of flat-packed furniture a new fitted kitchen is well within the budget range of most consumers.
However, as with most things in life, you get what you pay for.
For instance, if you choose to buy and assemble your own kitchen from B&Q, IKEA, and other suppliers, the standard of workmanship and fit of your kitchen will be influenced by the actual kitchen units you purchased, your ability to assemble them, and perhaps more importantly, how well you ‘fit’ them into your kitchen and fix them in position.
When I say you get what you pay for then the above is a prime example. Compare that to choosing unique and bespoke designs that are then manufactured and fitted by professional people who do all of the electrical fittings, tiling, decorating, etc.
In that scenario you end up with a solid kitchen that has been fitted professionally and looks as though it has been fitted professionally.
Then midway between these extremes you have fitted kitchen companies such as Swansea Home Improvements. This company has been in the kitchen business for decades and they have succeeded because they found their niche.
In their particular case they have discovered the ideal business model for them. Quality mid-range kitchens that are fitted professionally and a no nonsense pricing structure.
Anyone who has ever been subject to a ‘sales pitch’ will recognise the usual closing pitch of …
‘Mr Jones, this kitchen actually costs £xxx’s but if you sign tonight, for tonight only you can buy it for £yyy’s!’
Now what Swansea Home Improvements have done which works well with their target market is that they declare their offer upfront so that the customer knows upfront what they are getting and the genuine reason why they are getting their kitchen at that price.
So even in this simple niche of fitted kitchens it is easy to say how different companies can target different niches within the kitchen niche and each market delivers within different price ranges and standards of finish.
As stated before, you get what you pay for but even within each niche there are companies that are successful because they price and sell correctly to their market and those that fail because they totally misunderstand their market and what the customer really expects for their money and budget.
Author Bio: Steve has been working in the home improvement industry and in particular, the fitted kitchen industry for over 25 years and has extensive experience in both the selling and supplying of fitted kitchens.
If you want to know more about Steve or the fitted kitchens supplied by Swansea Home Improvements you can find out more here … www.swanseahomeimprovements.co.uk