Summary:
The purpose of this project was to review the research findings and assist industry in determining strategic direction to improve the overall response to the Alterations and Additions sector. What was found was that regardless of the user segment, timber remains well regarded as the material of choice in both structural and finished product applications.
Interestingly, the new economy is demonstrating a strong preference for timber as a result of its physical characteristics (span & load bearing), aesthetic appeal and affordability.
The research highlighted that while the user segments are supportive of timber (both treated and untreated) as a cost effective material for use in a wide variety of applications; there remains a significant gap between what the market needs to continue using timber products confidently, and how timber products are both developed and marketed.
The vast majority of user segments felt that the timber companies could improve the marketing of their products across the whole construction spectrum (not specific to Alterations and Additions) by making their communications more specifically targeted and by improving: 1) Access to information via the internet; 2) Personal representation to be more focused on new products and services; and 3) Developing products that speed up the construction process, by either pre-finishing or pre-assembling products.
The research clearly demonstrated the strategic drivers to move forward for the industry but to strengthen the timber industry’s presence in the construction market it required the implementation of key strategic directions. The strategic directions are discussed in the report.
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Reference Number:
Project: PNA123-0809
