Y is a small business that sells furniture in country H. It is considering its future corporate strategy. The furniture market is dominated by large manufacturers, who have large factories as well as close relationships with key suppliers of raw materials. Y is currently the twentieth largest manufacturer of furniture in country H. Y’s market analysis has identified that there are a moderate number of self-employed individuals in country H who work from home and who desire standard office furniture that is also fashionable. However, there are several companies who have built up established brand names in this sector of the market. Y currently makes furniture for small to medium sized businesses (such as desks and office chairs). Products in this segment of the market are fairly generic as businesses typically choose a furniture supplier based on price. There are a large number of other suppliers of this style of furniture in country H – including several of the larger manufacturers. Y is concerned that it lacks the appropriate skills to make other types of furniture.Which of the following strategies is the most appropriate for Y to adopt?
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