Situation:

Armstrong World Industries, Inc. is a leader in the design and manufacture of flooring and ceiling systems.  The company’s Building Products segment produces suspended mineral fibers, soft fibers, and metal ceiling systems for use in commercial, institutional, and residential settings, as well as complementary ceiling products; and sells suspension system products. This segment sells its commercial ceiling materials and accessories to ceiling system contractors and resale distributors; and residential ceiling products to wholesalers and retailers. The company, with annual revenue of $2.6 billion, operates 35 plants in eight countries with approximately 8,700 employees.

Ameridan’s Role:

Ameridan was engaged by Armstrong to work with the leaders of its Building Products division on a variety of confidential market/channel initiatives.  The engagement included the orchestration of a comprehensive channel partner interview program, which generated important data and insights regarding Armstrong’s competitive positioning and channel policies.