RESEARCH AND ANALYSIS

This is the homework phase of any marketing endeavor. At AIM, we believe that conducting the proper research and analysis is critical. By knowing as much as possible before embarking on a new product venture, a new business category, or a new way of doing business, a marketer can positively impact the ultimate success rate of the effort.

Trend Analysis

Utilizing AIM’s internal information database and applying our expertise in the home products market, we have developed several unique methods for conducting qualitative research. Our ongoing and comprehensive monitor of societal trends is directly applied to issues of the home and home-related products.

Global Expansion

The opportunity to expand globally is huge, but gains can only be fully realized if the proper homework is completed prior to entering a new market. AIM has recently expanded offerings in qualitative research to most regions throughout the world. Quantitative research is available in developed markets on a selective basis.

Multi-Client Studies

While most of AIM’s research is proprietary, we are periodically called upon to provide broad reaching information on a multi-client basis. Subscribers to our multi-client studies are given the opportunity to include a limited number of proprietary questions, thus providing highly cost effective customized information. AIM’s most recent multi-client studies include:

• The Green Home - Reality or Fad?

• Kitchen Pulse - Trends for the Next Ten Years

• Qualitative Research - Online Focus Groups and IDI's

Quantitative and Qualitative Research

AIM’s approach to quantitative research is highly cost effective and utilizes some of the most cutting edge methodology. We work closely with the marketing departments at Columbia University Business School, the Amos Tuck School of Business Administration at Dartmouth College and Rutgers University to stay on top of the latest developments in overall information gathering and analysis.

PLANNING

In an effort to further ensure success before the investment in a new business or product, AIM recommends creating a detailed plan. AIM consultants utilize comprehensive business planning formats when working with our clients. We draw from both our clients’ stock of information as well as from our own extensive database to develop rational and actionable plans. Our unique expertise in the home furnishings industry, gives us a distinct advantage as we project opportunities on behalf of our clients. Our planning activities include (but are not limited to):

• MACRO AND MICRO MARKET OVERVIEWS

• COMPETITIVE REVIEW

• INTERNAL SITUATION ANALYSIS

• SOURCING AND MANUFACTURING REVIEW

• PRODUCT DEVELOPMENT OPPORTUNITY ANALYSIS

• PRICING ANALYSIS AND MARGIN RECOMMENDATIONS

• PROMOTION

• RISK ANALYSIS

Detailed client analysis which would take place prior to the development of the plan might include:

• PRODUCT LINE SALES AND CONTRIBUTION ANALYSIS

• GROSS MARGIN ANALYSIS

• GEOGRAPHIC AND TRADE CHANNEL REVIEW

• SALES PRODUCTIVITY

• MARKET SHARE GRAPHING

• COMPREHENSIVE MARKET MAPPING

IMPLEMENTATION

Unlike many consulting groups, AIM is capable of taking new business development into the active phase. We traditionally work with our clients on a task force basis and provide them with the assistance to bring new products and programs to market.

Product Development

AIM maintains a highly experienced group of product development professionals within our roster as well as a group of freelance designers upon whom we regularly call. Our use of a particular designer is based upon their own area of specialty and the requirements of each specific project.

Sourcing

AIM’s well-established network of manufacturing relationships extend throughout the world. Some of our offshore relationships were established over 15 years ago and have progressed and expanded with the growth in overseas sourcing within the home furnishings industry.

MANAGEMENT

Task Force Management

AIM will assist clients in managing specific categories such as channel management, product development, technology implementation, physical distribution, and customer service.

Turnkey Management

On turnkey management projects, AIM will set up and act on behalf of the client, completely managing all aspects of subsidiary operations for a specified period of time. At the conclusion of that period of time, the client will assume full management of the operation.

Partner Search

Within both North American and offshore markets, AIM will conduct comprehensive searches for appropriate distribution partners. Under special circumstances AIM will also undertake executive search, sales service and customer/consumer relations projects.