LUNAR INTERNATIONAL COLLEGE

SCHOOL OF BUSINESS

DEPARTMENT OF MARKETING MANAGEMENT

INTERNSHIP REPORT
WENDU FURNITURE

PREPARED BY
EYOB BIRKU
0024/12

SUBMISSION DATE; NOV/13/2023

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ACKNOWLEDGMENT

First of all, I would like to express my deep gratitude to GOD for fruitfully preparing this Internship
Report. It was a great pleasure to prepare this project paper on WENDU Furniture. This internship
report is organized as part of my undergraduate program at the Lunar International College. I am also
grateful to the management of WENDU Furniture for offering me the Internship. My special thanks
to, Mr. WENDU Furniture, Mir Ali (Senior Officer), and many more. Finally, I would like to thank
all those people who have shared their views about my work, provided me with the necessary
information, criticized me, and congratulated me. This acknowledgment is not enough to tell them
how profound the impact of their opinion is on this report, and how indebted I am to them. I express
my heartiest gratitude to all of them. This report is not free from limitations. There might still be
some minor mistakes such as typing errors despite my utmost care. I apologize for this.

EYOB BIRKU

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EXECUTIVE SUMMARY

An internship is a great way to learn a skill, make connections, and gain experience. At most
companies, internships are an important part of the job search process. They not only allowed us to
add these experiences to our resumes but also gave us skills that can help us compete for more than
one job opportunity in the future.

This project is an embodiment of my internship period of 1 month at WENDU Furniture. I have tried
to find out all the details of WENDU Furniture where I am doing an internship. Throughout the
report, I have tried to visualize all my experiences. I have tried to figure out all the swot analysis
regarding the organization and try to recommend the appropriate solution to resolve those threats and
weaknesses.

This report covers an internship program that was conducted at WENDU Furniture. The main
purpose of the internship was to get real-world experience in the marketing sphere along with the
theoretical practices I have learned in class. During my stay I’ve been able to get exposed to
numerous tasks and responsibilities; predominately focusing on sales assistance.

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TABLE OF CONTENT

Introduction ………………………………………………………………………….…5
Training program…………………………………………………………………….…7
Critical analysis…………………………………………………………………….……9
SWOT analysis………………………………………………………………………….10
Conclusion ……………………………………………………………………………....12
Recommendation………………………………………………………………………..13
Annex…………………………………………………………………………………….14
Reference…………………………………………………………………………………15

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INTRODUCTION

1.1 BACKGROUND OF WENDU FURNITURE

WENDU furniture was found on December 17, 2000. It is located at ADDISE ABEBA. The core
products of the company are furniture made of wood. There are two types of furniture: household
furniture (dining table and chairs, cupboard, and bedroom set) and office furniture (computer
tables, bookshelf, table, and chairs). WENDU Furniture produces both types of furniture.
WENDU Furniture's objective is to deliver outcomes that are absolutely beyond everyone's
expectations, providing customers with extraordinary satisfaction. it assures two things to its
customers: first, the most competitive prices. Second, it ensures that customers are satisfied with
the quality and workmanship.
Vision:
To be the leading furniture company in Ethiopia, providing high-quality and innovative furniture
solutions that enhance the lives of our customers.

Mission:
Our mission is to design, manufacture, and distribute a wide range of furniture products that meet
the diverse needs and preferences of our customers. We are committed to delivering exceptional
value and service, while also contributing to the growth and development of the furniture
industry in Ethiopia.

Objectives:
1. To consistently deliver high-quality and durable furniture products that exceed customer
expectations.
2. To innovate and design new furniture concepts that reflect the latest trends and technology in
the industry.
3. To expand our market reach and distribution network to serve a wider customer base across
Ethiopia.
4. To invest in sustainable and environmentally friendly manufacturing processes to minimize
our impact on the environment.
5. To provide a supportive and empowering work environment for our employees, fostering their
professional growth and development.
6. To actively engage in corporate social responsibility initiatives that benefit local communities
and contribute to the overall development of Ethiopia.

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 1.2 HISTORY OF FURNITURE IN ETHIOPIA

The history of furniture in Ethiopia is rich and diverse, reflecting the cultural and historical
influences of the country. Ethiopia is one of the oldest civilizations in the world, and its furniture
design dates back to the ancient Kingdom of Aksum, which flourished between the 4th and 6th
centuries AD. The Aksumites erected monolithic stone monuments called stelae, which inspired
some contemporary Ethiopian furniture makers to create chairs with stelae imagery. These chairs are
called Aksum chairs, and they are a new invention that connects the present with the past.

Ethiopian furniture design has also been influenced by trade relations with Arabia, India, and Rome,
as well as by the environment and the availability of materials. Wood, bamboo, and leather are some
of the common materials used to make furniture in Ethiopia. The designs are often made to blend in
with the surroundings and to reflect the natural beauty and diversity of the country. Some examples
of Ethiopian traditional furniture are the TEFERRA, a low wooden stool with a round seat and three
legs; the GUBETA, a round leather cushion used for sitting or sleeping; and the MESOB, a woven
basket with a lid used for serving food.

In recent years, the Ethiopian furniture industry has seen a rise in demand, especially from the
growing construction of hotels and residences. However, the industry faces many challenges, such as
the lack of quality raw materials, skilled labor, and modern technology. Many furniture
manufacturers rely on imported inputs and products, which reduces the value addition and
competitiveness of the local industry. Some customers also prefer imported furniture over locally
made ones, due to the perceived difference in quality and aesthetics. However, there is also a slowly
shifting trend towards locally manufactured furniture, as some customers appreciate the uniqueness
and cultural value of Ethiopian furniture design.

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TRAINING PROGRAM

As a sales intern, I perform various tasks and activities related to sales and marketing in WENDU
furniture. Some of the things that I do are:

- Create and execute sales campaigns for the company's products and services.
- Assist the sales team with preparing and delivering sales presentations, proposals, and contracts to
potential and existing clients, and follow up with them to close the deals.
- Provide customer service and support to the clients, by answering their queries, resolving their
issues, and ensuring their satisfaction and loyalty.
- Participate in sales meetings
- Learn from the sales manager and senior staff, and receive feedback and guidance on how to
improve my sales skills and performance.

During my internship, I have developed or improved various skills and qualities that are important
for a salesperson, such as:

- Communication skills: I have learned how to communicate effectively and persuasively with
different types of customers and stakeholders, using both verbal and written communication.
- Sales techniques: I have learned various sales techniques, such as prospecting, qualifying,
presenting, handling objections, closing, and referrals, and how to apply them in different scenarios.
- Product knowledge: I have gained a thorough knowledge of the furniture products and services
offered by the company, including their features, benefits, advantages, disadvantages, and target
market.
- Customer service skills: I have learned how to provide excellent customer service, by listening to
the customer's needs, answering their questions, resolving their issues, and following up after the
sale.
- Self-motivation: I have learned how to work independently and proactively, by setting goals,
managing my time, and seeking new opportunities and challenges.

Of course, my internship has not been without challenges and difficulties. Some of the things that I
have faced or overcome are:

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- Dealing with rejections: I have learned how to cope with rejections from customers, and how to use
them as a motivation to improve and try again.
- Handling objections: I have learned how to handle objections from customers, and how to
overcome them by providing solutions and alternatives.
- Negotiating prices: I have learned how to negotiate prices with customers, and how to find common
ground, make concessions, and create value.
- Managing time: I have learned how to manage my time effectively, and how to prioritize and
balance my tasks and activities.

One of the best parts of my internship is the feedback and guidance that I have received from my
sales manager and senior staff. They have been very supportive and helpful, and they have given me
constructive and honest feedback on my performance and achievements. They have also given me
tips and advice on how to improve my skills and reach my goals.

I am very grateful and appreciative of the opportunity and the support that I have received during my
internship. I have learned a lot, gained a lot, and contributed a lot. I am very interested and
enthusiastic about continuing my career in sales and marketing, and I hope to work with WENDU
Furniture in the future.

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CRITICAL ANALYSIS

Firstly, the company's strengths in having a loyal customer base, strong customer service, and
relationships with local suppliers are significant advantages. However, the company's limited
financial resources and reliance on bank loans and overdrafts pose a potential weakness. The
company must address this financial vulnerability to reduce interest expenses and debt burden, which
could be achieved through strategic financial management and seeking alternative sources of
funding.

The company's limited national presence and weak online presence are also weaknesses that need to
be addressed. Expanding its reach through online sales channels and e-commerce platforms can help
the company tap into a wider market and increase its visibility to potential customers.

In terms of opportunities, the company can capitalize on the growing demand for sustainable and
eco-friendly furniture by promoting its use of ethically sourced materials. Additionally, the
government's focus on infrastructure development presents an opportunity for the company to supply
furniture to new projects, while the possibility of exporting Ethiopian-made furniture to international
markets could open up new revenue streams.

However, the company also faces threats from larger furniture retailers and e-commerce platforms,
as well as potential economic downturns and fluctuations in consumer spending. The company needs
to differentiate itself through unique product offerings and competitive pricing, while also closely
monitoring economic trends to adapt its business strategies accordingly.

In conclusion, while the furniture company has several strengths to leverage and opportunities to
pursue, it must address its weaknesses and mitigate potential threats to sustain growth and success in
the industry. This may involve improving its financial stability, expanding its market reach, and
differentiating its products in a competitive landscape.

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SWOT ANALYSIS

A SWOT analysis is a planning process that helps companies overcome challenges, identify
opportunities, and determine what leads to pursue. There are four critical components to every
SWOT analysis: Strengths, Weaknesses, Opportunities & Threats. The swot analysis

Strength
 The company has a loyal customer base that appreciates the quality and design of its furniture
products
 The company has a strong focus on customer service and personalized attention, creating a
loyal customer base.
 the company has a strong relationship with a local supplier of wood and other row materials,
which reduces the cost and risk of sourcing
 the company has a skilled and experienced workforce that can produce customized and
innovative furniture items according to customer preferences
 has a positive brand image
 high-quality products made from local materials
 has affordable and well-designed products

Weakness
 The company has limited financial resources and relies heavily on bank loans and overdrafts,
which increases its interest expenses and debt burden.
 The company has a small showroom and warehouse, which limits its display and storage
capacity and affects its sales potential.
 High production costs
 The company faces high competition
 Limited national presence
 Dependence on suppliers
 The company has a weak online presence and does not have an e-commerce platform, which
reduces its visibility and accessibility to potential customers.

Opportunity

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  the company can capitalize on the growing demand for sustainable and eco-friendly furniture
by promoting its use of ethically sourced materials and environmentally conscious production
methods.
 The company can explore online sales channels to reach a wider audience beyond its local
market and expand its customer base.
 Growing economy and increasing urbanization leading to rising demand for furniture
 Government focus on infrastructure development creating opportunities for supplying
furniture to new projects
 Young and growing population with potential for modern and stylish furniture designs
 Growing interest in interior design and home decor, creating opportunities for furniture
companies to offer complementary products and services
 Possibility of exporting Ethiopian-made furniture to international markets as the industry
grows and gains recognition.

Treat
 Competition from larger furniture retailers and e-commerce platforms poses a significant
threat to market share, as these competitors have more extensive resources and marketing
power.
 Economic downturns and fluctuations in consumer spending can impact the demand for
luxury furniture items, potentially affecting the company's sales and profitability.
 Limited access to financing and investment for furniture companies to expand and innovate
 Political instability and regulatory changes affecting business operations and market stability
 Fluctuating raw material prices and supply chain disruptions affecting production costs

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CONCLUSION

In conclusion, this internship report has provided a comprehensive overview of WENDU Furniture,
including its background, vision, mission, and objectives. The report also includes a detailed SWOT
analysis and recommendations for addressing the company's weaknesses and threats. The
acknowledgment section expresses gratitude to all those who have supported and contributed to the
completion of this report. Overall, this report serves as a valuable resource for understanding the
operations and challenges of WENDU Furniture, as well as potential strategies for improvement and
growth.

finally, WENDU Furniture has a strong foundation and clear objectives for growth and success. By
addressing its weaknesses and leveraging its strengths, the company can position itself as a leader in
the Ethiopian furniture industry. With a focus on innovation, quality, and sustainability, WENDU
Furniture can continue to meet the diverse needs of its customers while contributing to the overall
development of the industry. This report provides valuable insights and recommendations for
WENDU Furniture to consider as it continues on its path toward achieving its vision and mission.

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RECOMMENDATION

1. Implement robust quality control measures to ensure that all furniture products meet high
standards and are not susceptible to counterfeiting or low-quality replication. This can help safeguard
the company's brand reputation and market share.
2. Stay abreast of changing consumer preferences and invest in research and development to
innovate and adapt to evolving trends in furniture design and style. This can help the company
remain competitive and meet customer demands.
3. Diversify the supplier base for raw materials to reduce dependence on local suppliers and mitigate
the risk of supply chain disruptions caused by factors such as weather, transportation, and market
conditions.
4. Invest in intellectual property protection to safeguard the company's designs and products from
imitation and replication by competitors.
5. Develop strategic partnerships and collaborations with other furniture retailers and e-commerce
platforms to leverage their resources and reach a wider customer base, mitigating the threat of
competition from larger players in the industry.
6. Implement cost-saving measures and diversify product offerings to cater to varying consumer
budgets, reducing the impact of economic downturns and fluctuations in consumer spending on
luxury furniture items.
7. Explore alternative financing options such as venture capital, private equity, or government grants
to access the necessary funding for expansion and innovation in the furniture business.
8. Stay informed about political developments and regulatory changes that could impact business
operations, and adapt strategies accordingly to minimize disruptions.
9. Monitor raw material prices and explore hedging strategies to mitigate the impact of fluctuating
costs on production expenses.

By implementing these recommendations, the company can better navigate the challenges and
threats facing the furniture industry, ultimately strengthening its position in the market and ensuring
long-term success.

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ANNEX
https://academic.oup.com

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 REFERENCE
 From my observations
 Kotler, Philip, Armstrong, Gary, Marc Oliver. (2018). Principles of marketing 17th ed. (17th ed.,
Global Ed.). Harlow: Pearson.

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