strategy is keeping your key customers happy (and doing so profitably). They are changing the way they use wood
products – make sure
you are aware of these changes!!!!!
•Two relevant case studies:
construction (destination for 75% of solid wood products) industry facing tough challenges driven
by demographics and globalization forces
with new construction methods and materials
creating new competitors (steel, concrete, plastic, imported wood products) – wood
products industry must
become more innovative to retain markets and customers
will gain favor – greater demand for smaller trees, thinnings, more usable species as new
conversion technology is not as species dependent, etc.
industry under siege from cheap imports
shift required for survival – mass customization, lean manufacturing (similar to auto industry
)major implications for supply chain (lumber industry, MDF, PB, veneer, etc.), distribution, marketing, design