Answer the following questions. You may write your answer in points.

Mini Case: Fine Design Furniture Company Fine Design Furniture is a company founded by three Egyptian architects to produce home furniture and accessories. The company's showroom consists of a two-story building located in New Cairo. According to international reports, Egypt displays a dynamic furniture industry having the capacity to expand in the coming years. Fine Design Furniture offers modern, customized furniture and home accessories presenting excellent quality with medium to high priced offers. The company was able to compete in the Egyptian market by presenting tailored and modern design of Egyptian craftsmanship. However, it is facing a strong competition from companies like IKEA, In and Out, Kian, and Saloni; these companies offer a variety of imported low priced furniture from Turkey, China, Malaysia and Sweden. Fine Design Furniture Marketing Manager followed a different marketing approach that made the store quite attractive for customers and visitors. The company's slogan: "not just a store... an experience," keeps customers coming every day. Every corner of the store offers coffee, snacks, music, book readings, where family members and friends can sit, chat, and enjoy their time all together. The store attracts lots of young adults, couples and families who seek to furnish their new houses. The number of visitors is increasing every week, but owners became concerned to achieve higher sales revenues, especially with the increasing in-store activities expenses and the challenging competitive environment. Recently, the owners decided to expand their business to produce in bulk tailored designed furniture for hotels and restaurants; they invested in new production lines and built a new plant facility. This was their strategy to achieve sales in volume and hopefully more profit on the long run. However, this might come at the expense of not focusing enough on their special tailored work with customers and end users. What the future of the company will hold? Not an easy thing to predict... Answer the following questions. You may write your answer in points. 1. From the case above, explain whether Fine Design is targeting B to B or B to C; identify the factors (attributes) used to distinguish between both (5 points). 2. Explain what do we mean by a market segment; describe the characteristics of Fine Design market segment using your knowledge and discussion in the case (5 points). 3. Explain the different Business Functions portrayed in the case; what other business functions could also be present? (5 points). 4. What do we mean by Uncertainty in the business? Explain the idea of the Business Uncertainty in this case ( 5 points). 5. What is an Opportunity Cost? Discuss what could be the Opportunity Cost of the decisions taken by Fine Design Management? (5 points)