| The office products market is a very extensive sector | | | | copy centres, which facilitate the creation and printing |
| composed of specialised niche market segments like | | | | of business collateral such as business cards and |
| paper and stationery, filing products, computer | | | | stationery, plus printing and binding of high-quality, |
| accessories, business machines and general office | | | | high-volume business and engineering documents. As a |
| products. It has also grown through the years by | | | | result, some businesses can compensate their losses |
| expanding into the non-niche market segments | | | | on non-peak months. On the other hand, the so-called |
| particularly in printing and copying services, office | | | | “Back to School” sales and associated |
| furniture, office appliances and the arts and crafts | | | | promotions generate needed boost to the businesses. |
| sector. | | | | In Australia, the office products market usually held |
| In Australia, it is a very lucrative industry as it accounts | | | | their advertising and marketing campaigns in January. |
| about A$11.8 billion in revenue as of June 2008, including | | | | Market researchers contend that well-run businesses |
| $A7.5 billion in its core office products market. | | | | will capitalise on the difficult market conditions by |
| However, the office products market is on a 2.9% | | | | acquiring weak competitors while some will react to |
| decline in 2009 and expected to decline by 6% by the | | | | market conditions by increasing their market activity, |
| end of the calendar year. Overall, the global financial | | | | reducing costs, and purging the number of brands. In |
| crisis has adversely affected the industry’s | | | | this way, bigger companies get stronger as they |
| business situation including niche market segments as | | | | acquire new market and customers. |
| well. Market researchers agree that the current | | | | With this challenging situation brought about by |
| business landscape is different as compared with | | | | competitive marketing environment and growing |
| other sectors and so different strategies are required | | | | operations costs, market research has become a |
| for the office products industry to operate | | | | critical component in the success of the office |
| successfully. Despite the discouraging economic | | | | products market. It is interesting to point out that |
| indicators, industry officials are still optimistic and | | | | businesses who want to be ahead of the competition |
| hopeful that they can weather the economic crunch. | | | | by knowing crucial information particularly on market |
| The office products market has evolved and now | | | | behaviour and new printing industry trends have |
| venturing into other sectors particularly in the printing | | | | contracted professional market research firms to help |
| industry. By following the printing industry trends, the | | | | them determine important market indicators like market |
| industry has collaborated with print providers and | | | | trends, consumer satisfaction, market growth, brand |
| commercial retailers to answer the growing need for | | | | analysis, and market forecasts and predictions. |
| outsourced and in-house printing. In this collaborative | | | | No wonder knowing these important market indicators |
| set-up, both parties are ensuring constant income flow | | | | play a crucial role in how businesses in the office |
| and realise their business goals. | | | | products industry do their business. Market research is |
| Many businesses in the office products market have | | | | an important ingredient to business success in this |
| recently expanded into related market segments like | | | | highly volatile market environment. |