In the framework of achieving the goal of providing consulting services, it is necessary to conduct marketing studies of the market of wood-and-steering plates (hereinafter-chipboard) in the Kaliningrad region in terms of supply and demand.
Specification of chipboard and delivery conditions:
- Laminated Class E1, size 2070 × 2800 mm, thickness range of 8.0 ÷ 38.0 mm.
Research directions:
- Assessment of the current and potential volume of the chipboard in the Kaliningrad region (including imports), determination of the degree of market saturation;
- Identification of the dynamics and trends of market development (the emergence of new players, the dynamics of sales, key changes and trends, the current stage of the life cycle);
- Preparation of the current price review of the sale/purchase of chipboard in the Kaliningrad region, the identification of dynamics and pricing trends for the period from 2011 to 2014;
- Determination of the type and characteristics of the main players - sellers/buyers who occupy a share in the corresponding market of at least 10%;
- The identification of the main direct competitors and competitors producing-replacement products;
- Determination of the entrance barriers to the industry (including legislative restrictions, restrictions on access to key resources, restrictions on the scale of production);
- Identification of seasonality of demand;
- Description of consumer behavior in the market: model of purchase/sale, criteria for choosing a supplier/buyer;
- Analyzing the main sales channels and sales stimulation methods (advertising, merchandising, etc.);
- Preparation of the list of recommended customers for the manufacturer in the Kaliningrad region.
- The general situation in the market, the dynamics and development trends, the volume and structure of the market, the seasonality of demand, the barriers to the entrance to the industry are determined on the basis of the analysis of secondary information, expert assessments, a series of deep interviews with representatives of the industry.
- The volume of import of products to the Kaliningrad region is determined by analyzing customs statistics (2009 - 2013).
- The assessment of the general competitive situation is carried out on the basis of the analysis of secondary information.
- Commanding company profiles are compiled on the basis of analysis of secondary information, a series of telephone expert interviews with managers of competitors (purchase modeling), email correspondence- a request for commercial offers).
- The assessment of demand for products, as well as a model of consumer behavior is carried out on the basis of a series of deep interviews with the heads of furniture enterprises (at least 10 interviews).
File name: ТЗ-154-2014
