An assessment of domestic market outlook and export market potentials for U.S. wood windows and doors Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/2514nn77w

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  • The U.S. wood window and door industry has experienced much growth for the past decade. However, to date, little information on factors that could affect marketing strategies exists. This research represents an initial step for providing this information. A mail survey of U.S. wood window and door manufacturers was used to collect primary information on market characteristics, entry barriers, distribution channels used, and export decision factors. Also, an economic model was built to assess the domestic market sensitivity to changes in the residential construction price, construction costs, and raw material prices. The results of mail survey indicated that the key characteristics of the domestic window and door market were strong competition and a price sensitive market, while the future growth potential was identified as a key market characteristic in the Pacific Rim markets. The key entry barriers in domestic window and door markets are viewed as non-tariff barriers (building codes, regulations, etc.), but in the Pacific Rim markets business peoples' attitudes and the complexity of distribution channels are viewed as the key entry barriers. In general, the Pacific Rim markets are perceived as more difficult to penetrate than the domestic wood window and door markets. The key factor affecting the export decision with wood windows and doors is quality. There exist gaps in the views of exporters and nonexporters in the importance of technical support, consistency of supply, and familiarity/tradition. Intermediaries such as wholesalers, retailers, and distributors were commonly used in domestic wood window and door markets. The results of econometric analysis have shown that demand for wood windows and doors is sensitive to the change in residential construction price with an elasticity of 3.54%. The aggregate demand appears insensitive to own price; this finding ignores some of the substitution with door and window types that the survey results helped highlight.
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