Waferboard was quickly growing as a substitute for plywood. The trend seemed to vary among market segments, and the source of product adoption was unknown. Our client was bound by its strategy to stay only with conventional plywood production. Thus, our task was to evaluate the nature of competitive incursion into the builder market and the distribution system, both retail and wholesale.

Here, we started with Data. We conducted a nationwide study among builders and dealers. Uncovered in our detailed study were buying trends, the importance of product traits, future intentions to switch, and the usage situation (roof, sidewall, flooring) where each competitive material was preferred.

RESULTS
Our analysis provided a profile of the most vulnerable markets. The client made specific strategy decisions based on the study findings.