Executive Summary
Global Rank
#~4.12M
Monthly Visits
3,566
Avg Duration
1m 6s
Pages/Visit
2.66
Strategic Overview
Established local manufacture and supply chain in Kazakhstan, Presence in public tenders and state procurement, Integrated digital/physical marketing.
Fragmented review and low global recognition, Limited international brand protection due to global 'TROYA' trademarks, Relatively low traffic volumes compared to major competitors.
Our Verdict
Upside & Downside Analysis
The Bull Case
3 PointsVerified Physical Presence
- Office address and phone numbers match external sources and Google Maps.
- Business featured in sector publications and state procurement lists.
Digital Engagement
- Active on Instagram, Facebook, and LinkedIn with up-to-date content.
- Uses analytics and conversion tracking for operations and marketing.
Local Market Dominance
- Highest web traffic and brand awareness in Kazakhstan among school and office furniture firms.
- Google Places reviews are positive (5.0 rating).
The Bear Case
3 PointsSparse Independent Reputation Data
- No Trustpilot, BBB, or LinkedIn company page with verifiable employee or board details.
- Scattered contact information with some overlap in product/factory numbers.
Trademark Ambiguities
- Global 'TROYA' trademarks exist, but none filed for furniture in Kazakhstan, raising potential for confusion abroad.
Low Web Traffic by Global Standards
- Traffic volumes are moderate domestically, but global digital footprint is limited.
Domain Integrity
Domain active since 2019, secured with up-to-date RSA-SHA256 SSL, and registered via a reputable Kazakhstan hosting provider. No blacklist or malware threats.
| Registrar | ICPS |
|---|---|
| Domain Age | Feb 25, 2019 (6 years old) |
| Security Status |
Registry Locked
SSL: R13
|
Reputation
0 Reviews
Sentiment Analysis
Reputation within Kazakhstan is strong, as confirmed by Google Maps and media coverage. Lack of global review aggregator presence is typical for a local offline-focused business.
Common Themes
Traffic Distribution
| Top Countries | Traffic Share | Trend |
|---|---|---|
|
Kazakhstan
|
100.00% |
|
Competition
| Competitor Type | Threat Analysis |
|---|---|
| Kazakh furniture manufacturers | Ability to undercut on price and offer similar logistics or local partnerships. |
| Foreign brands importing to Kazakhstan | Brand recognition and larger marketing budgets could erode local customer base if market opens further. |
| Generic online marketplaces | Ability for end customers to bypass local distributors for basic furniture needs. |
SWOT Analysis
Strengths
- Recognized real-world business in Kazakhstan with strong local reputation.
- Verified physical and digital points of contact.
- Efficient, modern site with up-to-date technical stack and security.
Weaknesses
- Low global brand presence and digital reach.
- No comprehensive third-party review or accreditation.
- Potential overlap/confusion with unrelated overseas 'TROYA' trademarks.
Opportunities
- Kazakhstan’s growing demand for educational and office infrastructure.
- Potential for export or expansion into neighbouring CIS markets.
- Digital and e-commerce channel growth if strategic focus shifts.
Threats
- Global macroeconomic risks impacting B2B and B2G budgets.
- Entry of international e-commerce players to local market.
- Brand confusion due to global 'TROYA' names in unrelated categories.
Tech Stack
Web Hosting & CDN
Hosted on PS Internet in Kazakhstan, using content delivery networks including Cloudflare and CloudFront for better speed and reliability.
Content Management & SEO
WordPress-based site with Yoast SEO for content optimization and WP Rocket for performance.
Analytics & Tracking
Relies on Google Analytics (including GA4), Microsoft Clarity, Yandex Metrics, and Facebook Pixel for traffic analysis and marketing ROI.
Security & Privacy
SSL by default, HSTS enabled, uses SPF records for email authentication, and adheres to US Privacy user signal mechanisms.
Key Risks
| Identified Risk | Impact | Mitigation |
|---|---|---|
| Trademark confusion in international markets | Medium | Maintain local branding and monitor for legal disputes if expanding outside Kazakhstan. |
| Dependence on government tenders and local market cyclicality | High | Diversify customer base, develop export capabilities. |
| Low digital footprint outside Kazakhstan | Medium | Enhance global web and social presence if planning international growth. |
Contacts
Appendix & Sources
Key Citations
-
SimilarWeb Analytics for troya.kz
Shows traffic volume, rank, visitor geography, and engagement metrics for assessment.
-
WHOIS, DNS, and SSL certificate record
Outlines registrar, name servers, SSL validity, and security posture.
-
Google Maps listing for TROYA
Verifies physical furniture manufacturing location and reviews.
-
USPTO search for 'TROYA' trademark
Confirms unrelated trademarks and lack of direct IP conflicts in sector.
-
Website Contacts (troya.kz)
Provides direct company contact phone numbers and emails.
-
DigitalBusiness.kz interview with founder
Interview with company owner showing business legitimacy and market context.
Data Sources Used
Disclaimer
This report is compiled from publicly available data and web intelligence tools as of the stated date. No liability is accepted for subsequent changes or accuracy of third-party provided information.