POSSIBLE MARKETS AND AGENT CONSUMERS
The leading marketing managers consider the Ukrainian and the CIS construction goods market as a tremendously growing one. This statement concerns not only capital scale production, but also building of cottages, country-houses, and not very large industrial projects.
Due to this, requirements to head transmittance resistance of buildings’ frame fillings. Thus, there emerged a great demand of efficient wall construction materials with high heat-technical specifications. It resulted in raising requirements set forth before the equipment, which produces the a.m. materials, therefore, SME «Continium» pays much attention to the quality of its products. Peculiarities of the Ukrainian climate allow hoping that the market is unlimited.
The following entities might become major consumers of the company’s goods:
MARKET ANALYSIS AND POTENTIAL MARKETABILITY
- Filling stations at construction sites.
- Large construction firms of Ukraine.
- Wholesale trading depots.
- Small and medium construction firms.
- Construction materials shops.
- Private individual construction.
Nowadays, the following materials are used for building walls:
- Ordinary building brick;
- Lime-sand brick;
- Gas lime-sand blocks;
|Walls thickness, mm||125||225||275||140
|Items quantity for 1 m2 of the wall||6,65 pcs.||50 pcs.||35 pcs.||6,68 pcs.
|Cost of 1 m3 of the product for 1 m2 of laying||$5.40 USD||$3.00 USD||$2.84 USD||$9.34 USD
|Additional materials cost (glue, putty, etc.) for 1 m2||$0.62 USD||$1.70 USD|
|Salary for laying work, 1 m2||$0.23 USD||$3.25 USD||$3.25 USD||$1.32 USD
|Total value, 1 m2||$6.26 USD||$9 USD||$8.680 USD||$14.80 USD
|Relative value, %||100 %||144 %||140 %||236 %
The analysis conducted shows that compared to traditional materials, used for walls construction; ready-made foam product planned cost is cheaper than brick walls. Another product of practically unlimited market is wall blocks with volumetric weight of 800-1200 kg/m3. The major application field: as bearing frame fillings in low construction.
Such equipment also allows manufacturing other building constructions of foam of different volumetric weight: shells for conduit heat insulation, columns, plates, and any other constructions, including set-up forms, which might be requested. Transition to manufacturing this type of product is possible with the existing processing line, although replacement of tool set (forms) will be needed.
As far as in the existing construction materials market standard foam blocks (heat-insulated and laster) are in the utmost demand, and the market capacity is almost unlimited, it is reasonable to produce the a.m. type of product. When launching foam manufacturing line, by dedicating extra expenses, it is possible to improve foam quality by using fibre, liquid glass and concrete, mortar, slaked lime, etc. waste as fillers.
PRODUCTION DISTRIBUTION STRATEGY
At initial stage, production distribution should respond to the demands of 2-3 leading construction companies, having preliminary agreement on deliveries. Monthly volume of similar products consumed by each of the a.m. potential clients is exceeding the planned shop manufacturing capacity.
Potential capacity of the shop planned, determining its market competitiveness, lies in the following:
At initial stage, all the above will contribute to competitiveness in the market, and further on – it will help arrange non-standard articles manufacturing, which are in demand (shell for conduit isolation, retained forms construction, sub-window blocks, etc).
- Capability of manufacturing the product of higher quality for the price existing in the similar goods market.
- Price&quality competitiveness with the leaders in this market.
- Capability of flexible reconstruction to produce different kinds of goods depending on market demand: both volumetric weight and items forms.
- Possibility of exercising western technological experience.