Running head: STRATEGIC MARKETING Strategic Marketing Name of the Student Name of the University Author note
1STRATEGIC MARKETING Executive Summary The report helps in understanding the different usages of oriented strand board in the sheathing of roof as well as wall of different buildings. The overview of the manufacturing process has to be ascertained as this will help in understanding the different characteristics of the oriented strand boards. The proper analysis has been done in order to understand the domestic product volume as well as trend in the organization. The main aim and purpose of the report is to analyze the marketing mix that is used by the companies who are dealing with such materials in domestic market of New Zealand. The key marketing strategies has to be ascertained as this will help in understanding the strengths as well as weaknesses of the domestic as well as international market. The conclusion will be based on the proper analysis of the global production trends as well as volumes as this will help in understanding the other competitors in the market and this will help in analyzing the opportunities and threats of the OSB in New Zealand market.
2STRATEGIC MARKETING Table of Contents Introduction................................................................................................................................2 1. Introduction to wood products...............................................................................................2 a. Manufacturing Process Overview......................................................................................2 b. Characteristics/specifications, advantages.........................................................................4 c. Domestic production volumes and trends..........................................................................5 d. Main New Zealand suppliers.............................................................................................6 2. Evaluate and critique of the domestic market........................................................................6 a. Marketing mix being used..................................................................................................6 b. Key marketing strategies....................................................................................................8 c. Strengths and weaknesses of the domestic market.............................................................9 3. Evaluation and critique of the global market.......................................................................10 a. Global production volumes and trends.............................................................................10 b. Examples of key international competitors......................................................................11 c. Opportunities for the New Zealand market......................................................................11 d. Threats to the New Zealand market.................................................................................11 4. Conclusion............................................................................................................................12 References................................................................................................................................13
3STRATEGIC MARKETING Introduction The report helps in understanding the different kinds of wood products in the market ofNewZealand.Theproductortheobjectthathasbeentakeninthisreportis particleboard/orientedstrandboard.Thedifferentspecificationsaswellasthe characteristics of the particular product have to be analyzed as this will help in understanding the importance of the respective product. The main aim and purpose of the report is evaluating as well as understanding the critique of the entire domestic market. The proper analysis has to be done on the marketing mix of the product along with analysis of the key marketing strategies. The proper analysis of the strengths and weaknesses has to be analyzed as this help in understanding the key international market along with the opportunities and threats to as well as for the New Zealand market. The structure of the report will include three sections such as the introduction to the wood products, proper evaluation of the domestic product as well as the global market. The marketing mix has to be included in order to understand the different Ps of marketing and this will help in understanding the SWOT analysis of the respective product. 1. Introduction to wood products a. Manufacturing Process Overview The object that has been selected in the respective report isparticleboard/oriented strand board.The steps in manufacturing the respective product include the raw materials that are prepared, proper conversion of the raw materials into particles and then drying the particular particles as well. Proper classification of the particles is required in order to blend it with different addictives(Yorgun & Yıldız, 2015). Furthermore, the addictives along with the
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