Situation:
To inform its strategic planning process, a firm operating in the engineered wood products space engaged Ameridan to provide objective, actionable market intelligence regarding trends in light commercial/industrial construction, possible changes in specification behaviors regarding product preferences/usage, perceived changes in the Company’s overall value proposition, competitive developments/threats, and other market dynamics.
Ameridan’s Role:
Ameridan conducted a Voice of Customer interview program targeting structural engineers, design architects, general contractors, lumberyards, and framing contractors who are influencers in the specification and/or purchasing decision of engineered lumber. In these interviews we explored market trends, perceived changes in customer preferences, competitive positioning, customer specific trends, and other market issues. We also gauged perceptions of the Company’s market strategy/approach, pricing, and competitive strengths & weaknesses and combined that information with data from industry trade source to inform our findings about the size and growth in various end use markets for wood-framed commercial buildings and how that market has evolved over time.
