Unexpected margin of learniture tables: a case of School Outfitters Company

Abstract

The United States (US) education market has been robust for more than twenty years. This includes the furniture, fixture and equipment industry also known as FFE. A core set of products within FFE are school chairs, desks, tables, and other staple products needed within any school classroom and building. The growth has been driven by student population growth, the need to replace old school buildings, and the belief that education pedagogies need to change. The student population has grown significantly and also there has been a significant increase in immigration. This increase in preschool to 12 grade students pushed the limits of the existing education infrastructure. That is, there have been more students than the existing school buildings could handle. Students no longer had a place to sit within existing classrooms. This forced temporary classrooms to be built and then completely new buildings to be built. Consequently, it caused the purchase of new FFE. At the same time, educators were rethinking the effectiveness of old teaching methods. The typical scenario of a lecture style classroom was no longer favored, no longer believed to be effective. Parents and teachers both started expecting education buildings and classrooms to look modern and use new teaching styles. New styles such as project based learning, collaborative learning, etc. were also driving the design and purchase of new FFE. These factors led to an increase in companies manufacturing and selling FFE. The nature of schools being distributed within urban and rural school systems across the US led to many small FFE dealers. Some manufacturers were well known and grew to supply the many FFE dealers. Overall, we can say the dealers (FFE sellers) were fragmented across the industry. There were only a few large dealers and a lot of small to medium sized dealers. The fragmented nature of the dealers created a lot of competition even with the growth in the school market. Dealers were often pushed to give lower prices to capture a customer’s order. This competition led to lower margin dollars in total. However most of the loss in margin happened with dealers, not with manufacturers. This forced innovations and difficult choices for their business models.