Based on research by American Demographics, households in the 45 to 65-age range should grow to 34 million by the year 2000. These households will increase another 32 percent to 45 million in 2010 as baby boomers add to this peak-earning and spending age group. With approximately 46.2% of the nation's 93.3 million dwellings built before 1960, many of these homeowners are also expected to update. These factors contribute to an increased need for home decorator fabrics for window treatment, upholstering, pillows, bedding, and other fabric accessory needs. This demand expected to be complemented by the growth .
in the Detroit market. The majority of homeowners spend a large percentage of their disposable income on home goods within two years after buying a new house. Therefore, a positive trend in new housing activity represents growth and opportunity for home textiles.
One important factor is that married couples in the 35 to 65-age range represent a growth segment and enjoy larger incomes than other family structures. They enjoy the choice to spend their disposable income on life's amenities. They may demonstrate "cocooning" by making their home a more comfortable and attractive haven. They choose to spend resources here rather than on vacations and other discretionary options. This group represents a larger sub-segment of the target market.
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SWOT Analysis .
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Interior Views.
Strengths.
Strong relationships with suppliers that offer credit arrangements, flexibility, and response to special product requirements. .
Excellent and stable staff, offering personalized customer service.
Great retail space that offers flexibility with a positive and attractive atmosphere.
Strong merchandising and product presentation. .
Good referral relationships with complementary vendors, local realtors, and some designers.
