Comparative Analysis: Maris Polymers and Qicesal in Waterproofing

This report provides a comparative analysis of two companies, Maris Polymers and Qicesal, operating in the waterproofing industry, with a focus on the Singapore market. It begins with an introduction to both companies, outlining their product offerings and geographical presence. The report then delves into a B2B market segmentation analysis, highlighting the target markets and project scopes of each company. An industrial analysis is conducted using the PESTEL framework to assess the political, economic, social/cultural, technological, legal, and environmental factors impacting the industry in Singapore. The analysis identifies opportunities arising from increasing construction activities and technological advancements, as well as threats such as poor-quality materials and obsolete technology. Furthermore, the report examines the size and segmentation of the market, including the number of businesses and market share of major players. Finally, it projects the growth of the industry, particularly in the wholesaler/distributor and food establishment segments, based on the increasing demand for quality products and technological innovations. The report concludes by referencing the sources used for the analysis.

1
Water proofing Industry

2
Introduction
Maris Polymers is a manufacturer of resins and polyurethane liquid- applied waterproofing
membrane. The sale of the company is spread in approx 70 countries including Middle East,
Asia, America, Middle East, and South East Asia. The company operates in these countries
either with the help of local distributors or through affiliated countries (Maris polymers, 2017).
Qicesal is a manufacturer of joint sealants, adhesives, concrete repair mortar, and waterproofing.
To meet the needs of the industry the company also produces environment-friendly and green
products. It operates in Myanmar, Taiwan, Hong Kong, Thailand, Philippines, Malaysia
(Quicseal, 2016).
In the following report comparison between the two companies will be conducted along
with conducting market analysis. The market analysis will be based on PESTEL analysis,
industry analysis along with projecting the growth of each industry.

3
Analysis
B2B Market Segmentation
Maris Polymers Qicesal
The company has a wide range of distributors and
there are different segments of flooring segment,
waterproofing system, coating, sealers joint sealant
has flooring and waterproofing projects in 70
countries. It is mainly targeted towards the
construction of terrace, roof, balcony.
Qicseal also deal with waterproofing and water
repellant products, sealants, epoxies, additives,
repair and various segments and have targeted its
projects to residential in private and HDB unit,
commercial and industrial areas, transportation
including airports and is targeted to various
international projects including hotels in China,
Malaysia. Other than this the targeted segment
includes schools and parks (Qicesal, 2017).
On analyzing the B2B segmentation of both the companies it has been found that Maris
Polymers basically deals in the construction of terrace, roof, balcony, and Qiceseal targeted area
is broader than Maris polymers as Qiceseal area of the project is wider than Maris polymers.
Comment: Then the projects undertaken by Maris is bigger compared to Quicseal. Quickseal is based
largely around sg only.
Industrial Analysis

4
PESTLE Analysis
Political Since Singapore is a democratic nation there is political stability in the nation which creates a
big opportunity for the business houses to flourish and expand. This is the reason why both the
waterproofing companies have a worldwide base and operate in so many countries (Pestle
analysis, 2015)
Economical Singapore waterproofing industry is developing at a faster pace and it can be seen from the
widespread business of the waterproofing industry worldwide. The industry has invested
heavily and has played a big role in diversifying the economy
Social/
Cultural
There is a tendency to work hard which has led to an increase in the productivity of the nation
thus favoring growth of the industry. Customers have shown high purchasing power which is a
favorable point for the industry to grow
Comment: Maybe you can state how people are looking for more long-lasting solutions to their
waterproofing woes? The solution towards grouting is temporary. This short-termness of grouting
solution is further highlighted due to our weather. ( high rainfall and humidity )
For contractors POV: you can say how grouting is costly cos they are very-termed and the maintenance
cost is high.Hence the need for more lasting options.
Technologic
al
The industry has been using Thermoplastic and Thermo set Membrane and has shifted from its
traditional system of using admixtures, grouting. The advantage of using thermoplastic is that
chemical cross-linking is not there. The industry has also focused its attention towards building

5
material using nanotechnology for building material. The technological advancement is been
seen in Singaporean waterproofing industry
Legal The laws and rules framed for conducting business are quite supportive. Various laws have
been framed for carrying out e-commerce activities and the legislation formed in this regard is
quite favorable.
Comment: strict laws in importing and storing of flammable chemicals have make it difficult and costly
for maris to ship and store materials in sg.
Furthermore, strict adherence to BCA rules makes securing certificates for their materials difficult for
both parties
Environmen
tal
Waterproofing industry has focused towards using eco-friendly products and raw materials for
producing and has been using rat tap bond which is eco-friendly because it insulates heat more
than any other normal walls because it requires less number of bricks.
Comment: can also. but you can highlight that heat causes cracks and fissures to form and this
increases maintenance cost for contractors.
Along with the industry has also focused towards reducing waste by recycling industrial and
agriculture waste. To reduce air pollution the waterproofing industry in Singapore has been
using material which has low VOC emission like cement paint. For reducing water pollution it
has been using such material which does not produce leaching. It has been using Flyash bricks
for reducing land pollution (Kretop, 2015).
On the basis of the PESTEL analysis, it has been observed that Singapore waterproofing industry
is one of the leading in the world. Due to its latest technology and introduction of
environmentally friendly products it as a big opportunity ahead in the market

6
Opportunities (Based on PESTLE)
There is a high opportunity for the waterproofing industry due to increasing construction activity
of both residential and nonresidential type. By 2021 it is expected that the growth of
waterproofing membrane is likely to reach $24.2 billion and from 2016 to 2021 the CAGR
growth has been forecasted at 4.3%. The cost-effectiveness of waterproofing membrane and the
increasing construction activities are the driving force for the growth of the industry
(Reportlinker, 2017). In this regard, both Maris Polymers has also been using green roof
waterproofing with the liquid waterproofing membrane and is one of the major developments in
the roofing done earlier. These advanced technologies have provided recreational opportunity to
the people living and have paved the way for its growth in future (Marispolymers, 2017). Qicseal
has been focusing on innovation, providing quality services to its customers which have provided
the opportunity to the company to foster growth.
Threats (Based on PESTLE)
The water proofing industry is witnessed to face threat from using water resistance of degraded
quality and insufficient water barrier. A poor quality material could lead to a poor structure of
the property and is a big threat to the companies operating in waterproofing industry
(Waterproofing, 2017). Insufficient protection of health and safety of the employees is another
factor which poses threat to the industry. Using less environmentally friendly products and
technology is another threat and therefore nowadays companies are showing growing concern
towards using environment-friendly technique and if any company does not do that it is bound to
be out of the market. Using old and obsolete technology like surfacing and admixtures are some

7
of the commonly used technology which has been replaced by many companies. So another
threat arises from using obsolete technology and material.
Size
Size of Market and
Segments
Size: Number of Businesses in
Singapore
Companies with Largest Market Share in
the industry
Wholesalers / Distributors In total there are 31 waterproofing
companies in Singapore (Global new
pages, 2017).
Comment: oh this is wrong. You can
check the BCA listing. there should be
more than 400 companies ranging from
L1 to L5. L5 are the largest companies
since they can handle million dollars
projects.
I will send a file regarding this
Polymers has the largest market share in the
waterproofing industry which includes
polyurethane membrane, PVC,
EPDM,TPO(Occam research, 2016).
Comment: oh this is wrong. You can check the
BCA listing. there should be more than 400
companies ranging from L1 to L5. L5 are the
largest companies since they can handle million
dollars projects.
On-Trade In total there are 2422 on trade
companies in Singapore
Baumer Pte, ltd is one of the leading trading
company in Singapore
Off-Trade There is a significant number of off-
trade companies which deals with
restaurant and food supermarket.
Comment: wrong information
Cold Storage is the leading supermarket in
Singapore
Comment: wrong information

8
Projected Growth
Projected Growth of Target
Market:
Evidence:
Wholesalers / Distributors By 2025 the projected growth in the wholesaler/ distributor market is
expected to reach 37.55$billion. This is possible due to an increasing use of
quality products used in the construction material. The technological and
innovative developments have also contributed to the growth of the industry.
The liquid membrane is expected to grow at the rate of 8.7% from 2017 to
2025. The growth will affect both the wholesaler and distributor market
respectively (Nasdaq, 2016).
Food Establishments On analysing the growth of the industry it is expected to show expansion in
food establishments also. New food chains are emerging every day which
requires the construction of the building, flooring, roofing and using efficient
materials. Therefore, the growth of industry in food establishment is significant
Off-Trade Regarding the off-trade growth, it is expected that the new construction of food

9
chains and supermarket will require the construction of building in these area
which will bring significant growth in the waterproofing industry
References
Globalnewpages.(2017). Waterproofing Contractors. Retrieved September 20, 2017 from
http://www.yellowpages.com.sg/category/waterproofing-contractors
Kretop.com. (2015). The trend of using environmentally friendly materials in construction and
industry. Retrieved September 20, 2017 from
http://kretop.com.my/en/news-and-event/tin-trong-nuoc-5.html
Maris Ploymers. 2017. Company. Retrieved September 20, 2017 from
http://www.marispolymers.com/company/
MarisPolymers.(2017).Waterproffing system. Retrieved September 20, 2017 from
http://www.marispolymers.com/products/waterproofing-systems/
Nasdaq.( 2016). Global Waterproofing Chemicals Market Research Report 2015 -- Industry
Analysis, Size, Share, Growth, Trends and Forecast, 2014 -- 2021. Retrieved September
20, 2017 from http://www.marketwired.com/press-release/global-waterproofing-
chemicals-market-research-report-2015-industry-analysis-size-share-2102067.htm