Open Collections

Marketing strategy for the UBC / Alex Fraser Research Forest

University of British Columbia. Sustainability Office

The markets that I wish to target are companies within the secondary wood industry who are producing innovative and specialty products. The size of the small diameter Douglas-fir trees do not allow the manufacturing of products into commodity markets, thus market segmentation is required to locate a viable product that can be made from this resource. The UBC / Alex Fraser Research Forest should establish a manufacturing facility to produce lamels. A lamel is a small strip of wood. They will be sold to companies that produce either of the 3 following products: flooring, window sashes, and hybrid walls for log homes. Eventually, the process could be vertically integrated to incorporate one, all, or even more products. However, this will only occur when the process is deemed cost-effective. The correct marketing mix of promotion, place, price and product will allow the establishment of partnerships with two BC value-added companies. Logsmith Homes Ltd., Chemainus, BC, and Legacy Wood Works Ltd, Okanagan Falls, are two companies were a partnership between them and the UBC / Alex Fraser Research Forest could produce an economically and sustainable solution to the unique business challenge facing the Caribou Forest Region. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

Text

University of British Columbia. WOOD 465; UBC Social Ecological Economic Development Studies (SEEDS) Student Report

Vancouver : University of British Columbia Library

10.14288/1.0108719

Forestry, Faculty of

Unreviewed

http://creativecommons.org/licenses/by-nc-nd/2.5/ca/