The furniture sector in Poland has been achieving very good export performance. The factors that contribute to it are: well-established brand of the Polish manufacturers abroad, belief in good quality of products manufactured in Poland, access to raw materials base and relatively low manufacturing costs in Poland. Nevertheless, a major challenge for the furniture industry is to establish its position in global design and to create aesthetic trends. While strengthening the position of Poland on the international markets it is also worth paying attention to several instruments, such as market research or cooperation with schools and universities, which could contribute to an increase in competitiveness of the Polish companies in the furniture sector.
Managing consumer relations in present situation poses a grave challenge for managers. The main task of each pro-market oriented enterprise is to provide its customers with the values they expect, which must be preceded by a measure of customer's satisfaction considering all the complexity of factors affecting it. The paper presents the role of market analyses in managing organizations and identifies the most important areas of this research in contemporary management.