Market solutions for rejected raw material: a case study
Prior, Francis (2012)
Saimaan ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201201161380
https://urn.fi/URN:NBN:fi:amk-201201161380
Tiivistelmä
The subject of this thesis was determining whether a Russian paper-mill’s accumulating reject wood problem might be solved by marketing the reject wood in Finland. The study’s main research question was: what are the current product markets which could best utilise the mill’s reject wood in a way that fulfils its aim of solving the accumulating reject wood problem strategically?
Marketing research and marketing strategy theories were used to guide and underpin the achievement of the objective. Qualitative market research was undertaken which was delimited to wood-using industries in the South-Eastern area of Finland.
Following desk research into the market areas available, 20 questionnaires were sent (9 respondents) and 3 (of 5 proposed) interviews were undertaken to examine the low-grade wood market in depth. The desk research, questionnaires and interviews highlighted the emergent woodfuel market as having the best potential. Analyses of the market including a SWOT analysis identified that forest certification could be used as a strategic marketing point.
Five marketing recommendations were made: use of the woodfuel market to solve the accumulation problem; niche marketing using forest certification; marketing primarily during winter; consider selling directly to Biowatti or VAPO; consider converting the reject roundwood into woodfuel chips.
Marketing research and marketing strategy theories were used to guide and underpin the achievement of the objective. Qualitative market research was undertaken which was delimited to wood-using industries in the South-Eastern area of Finland.
Following desk research into the market areas available, 20 questionnaires were sent (9 respondents) and 3 (of 5 proposed) interviews were undertaken to examine the low-grade wood market in depth. The desk research, questionnaires and interviews highlighted the emergent woodfuel market as having the best potential. Analyses of the market including a SWOT analysis identified that forest certification could be used as a strategic marketing point.
Five marketing recommendations were made: use of the woodfuel market to solve the accumulation problem; niche marketing using forest certification; marketing primarily during winter; consider selling directly to Biowatti or VAPO; consider converting the reject roundwood into woodfuel chips.