BMATWT 352 - Building Materials and Forest Products Marketing

Assignment 2 - Product-Market Expansion

Assignment 2 – Due 9/22 – Product-Market Expansion

According ot the Product/Market Expansion Grid there are at least 4 ways to expand your sales by addressing new opportunities. For each of the questions below you will need to explain your choice of either new/existing markets and/or new/existing products to address the proposed opportunity.

1. You are a builder/developer of residential housing sub-divisions. You currently serve the first-time home buyer market only. Suggest a Market Development strategy for an emerging opportunity for the aging baby-boom generation.

 

 

2. You are a wholesale distributor of structural lumber and panel products (2x4s, OSB, Plywood…). Suggest a Product Development strategy to address the emerging potential in the Green Building market.

 

 

3. You are a retail lumber/home center located in Northampton, MA but you currently only carry: lumber products, hardware products, and paint to both contractors and homeowners. Suggest a Diversification strategy that might help grow your business.

Produced and maintained by David T. Damery Building and Construction Technology Department of Natural Resources Conservation College of Natural Resources and the Environment University of Massachusetts, Amherst.

Many of the materials created for this course are the intellectual property of the instructor. This includes, but is not limited to, the syllabus, lectures and course notes. Except to the extent not protected by copyright law, any use, distribution or sale of such materials requires the permission of the instructor. Please be aware that it is a violation of university policy to reproduce, for distribution or sale, class lectures or class notes, unless the faculty member has explicitly waived copyright. Copyright 2003, David T. Damery