A MARKET ENTRY STRATEGY FOR TIMBER CLADDING IN THE UK
Peacock, John (2013)
Peacock, John
Jyväskylän ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201304305634
https://urn.fi/URN:NBN:fi:amk-201304305634
Tiivistelmä
Abstract
Siparila OY is a Finnish timber supplier specializing in quality surface finishing. They supply a range of solutions for both indoor and outdoor purposes including timber cladding and moldings for uses ranging from house exteriors, garden sheds, interior décor and sauna. This thesis is aimed at helping Siparila to form a market entry strategy to penetrate the UK market.
There is very little quantified market research into the demand for timber cladding in the UK, this thesis aims to explore the demand for timber cladding by researching the current building stock and architectural trends as well as interviewing industry professionals with experience of working with timber cladding by using a mixture of qualitative and quantitative research. Quantitative research is conducted to obtain data as to the potential market in each of the main segments in the construction industry and qualitative research is made in the form of informal interviews with the industry specialists.
The objective of the research is to help Siparila to take some of the risk out of the market entry process by finding the best distribution partnership to make in the residential, industrial and commercial, and public construction sectors. The research contains insight into the buying process and customer decision making and which other parties influence the choice of brand and product in various sectors of the UK construction industry.
The results include a clear picture of the current and upcoming demand for timber cladding in the residential sector of the UK as well as some valuable insight as to how to approach each of the main segments through various partnerships and the best distribution method to use.
Siparila OY is a Finnish timber supplier specializing in quality surface finishing. They supply a range of solutions for both indoor and outdoor purposes including timber cladding and moldings for uses ranging from house exteriors, garden sheds, interior décor and sauna. This thesis is aimed at helping Siparila to form a market entry strategy to penetrate the UK market.
There is very little quantified market research into the demand for timber cladding in the UK, this thesis aims to explore the demand for timber cladding by researching the current building stock and architectural trends as well as interviewing industry professionals with experience of working with timber cladding by using a mixture of qualitative and quantitative research. Quantitative research is conducted to obtain data as to the potential market in each of the main segments in the construction industry and qualitative research is made in the form of informal interviews with the industry specialists.
The objective of the research is to help Siparila to take some of the risk out of the market entry process by finding the best distribution partnership to make in the residential, industrial and commercial, and public construction sectors. The research contains insight into the buying process and customer decision making and which other parties influence the choice of brand and product in various sectors of the UK construction industry.
The results include a clear picture of the current and upcoming demand for timber cladding in the residential sector of the UK as well as some valuable insight as to how to approach each of the main segments through various partnerships and the best distribution method to use.