Wooden Kit houses marketing strategy

Résumé du document

Wooden kit houses are also called "timber kit homes", because they are sold in kit, and the customer who buys the entire pack is therefore able to build his own house by himself, without any professional help. Every raw materials or tools needed by the customer are furnished in the kit when he buys it; once the house will be done, the buyer only has to care of the water and electric circuit to finally have a livable home. As the name obviously says it, the kit is only composed of wood and some extra materials for the roof etc. The customer then also has to add windows and doors to have a complete and inhabitable house.

Every people can choose to build his own wooden house by buying a kit, but as for a normal house, people need to get the town council agreement. Once this town council agreement has been received, the person can start to build his own wooden house. This kind of wooden houses has always existed but the kits are becoming more and more famous nowadays.

Extraits

[...] We can use the PESTEL analysis to explore these external factors. - Target country market factors (demographic, psychographic, geographic) The demographic aspect can be positive for us. Indeed, we have noticed that the population has been increasing during the past decades, especially in developing countries. However, even the European countries have experienced this population growth, based on a lower scale. In France in particular, we can see that in 2000, there were people living in France, whereas in 2010, the number reached 000[1]. [...]

[...] The distribution circuit is more and more achievable for anyone, in big as in small towns. Various hardware stores are opened almost in every town now, we can see it with one of the biggest distributors of hardware and wooden kit tools, Leroy Merlin. Today, the brand has 111 stores opened in the whole country, with more than products references[3]. We can also find this kind of tools or wooden kit houses in big shopping centers, like the French distribution store Carrefour, etc. [...]

[...] Wooden Kit houses marketing strategy TABLE OF CONTENTS 1. Choose a product or service and a market in which you would like to explore entry Using the “Objectives” metrics, collect the information to set realistic expectations. a. External factors b. Internal factors 3. Answer the following questions: 1. Choose a product or service and a market in which you would like to explore entry. The product I decided to choose for this final assignment is the wooden kit house that can be built by the customer himself, on his own. [...]

[...] Therefore I think I should move forward and implant the wooden kit houses in France. It will be successful. c. Why or why not? People have a great craze for the Do It Yourself. They are fond of building things on their own, even more if this is something supposed to be difficult. If they are able to live within, it is the top. In 2008 for example, we notice that there are more than 15,000 units that have been sold. [...]

[...] The oldest wooden house known is from 1208 and is located in Sweden. - Home country factors Before France, these products have been implanted in Northern Europeans countries, where they were created. If think it still can be well implanted in France because we are part of Europe as well, and we have pretty the same values as northern Europeans countries. If it has been implanted in Spain, we could have some threats because the values and the way of living is really different between both countries, whereas France and other Northern European countries have pretty the same values. [...]