Essays on Opportunities in Australian Do It Yourself Market Case Study

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The paper 'Opportunities in Australian Do It Yourself Market" is a good example of a marketing case study.   Cement Australia is an Australian company operating two key business units: the business-to-business market (B2B) which includes products for large-scale construction projects and the packaged goods market which services both the brick & block home construction sector and the consumer goods market (B2C). In the B2C market, Cement Australia is the leading supplier of packaged cement-based products and is the supplier of choice for the largest DIY (do it yourself) retailer in Australia - Bunnings.

This business unit has been identified as an area of strategic focus to grow the organization as the DIY market expands driven by both the trend in the renovation, television shows and the imminent entry of Woolworths into the Australian DIY market through the new “ Masters” joint venture with Lowe’ s from the USA.   The Cement Australia brand encompasses many product types suitable for use in home construction, renovation projects, simple repairs and maintenance as well as relevant additives like Oxides for use in coloring cement (Chatveera, et al. , 2006). Product platform “ Just Add Water” is a range of pre-blended dry products made from a cement base which simply need the addition of clean water for use and includes: Mortar Mix Concrete Mix and Rapid Set variant Render It Sand and Cement Sand and Cement and Rapid Set variant All these categories are from the same product families as they have similar designs, development and go through the same production process (Gale & Kaya, 2003).

Therefore, the customers can identify themselves with the product and thus choose the category that best suits their needs. Opportunities in the Australian DIY Market Cement Australia is the supplier of choice for the largest ‘ Do It Yourself’ (DIY) retailer in Australia- Bunnings.

However, the company has not exhausted the Australian DIY market as there are potential customers who are unaware of their product (Harper, 1998). The company has considerable experience with regard to the packaged cement category. This can be specifically tailored to meet the needs of the final consumer. The DIY market is expanding at a very high rate and this creates a business opportunity for Cement Australia.

Reference

Chatveera, B., Lertwattanaruk, P. and Makul, N., (2006). Effect of sludge water from ready- mixed concrete plant on properties and durability of concrete’ Cement & Concrete Composites. London: McGraw Publishers.

Gale, J. & Kaya, Y., (2003). Greenhouse Gas Control Technologies: Proceedings of the 5thinternational. Oxford: Oxford University Press.

Harper, C., (1998). Edward Dobson and the Mass Concrete Dam on Stony Creek for the Geelong Water Supply. Oxford: Oxford University Press.

Hoffman, G., (2006). Pozzolans and supplementary cementitious materials: Industrial Minerals and Rocks. (7th ed.). Colorado: Littleton.

James, D. P. & Chanson, H., (2000). Cement by the Barrel and Cask: Concrete in Australia. Melbourne: CSIRO Publishing.

Macfadyen, J. D., (2006). Cement and cement raw materials: Industrial Minerals and Rocks. (7th ed.). Colorado: Littleton.

Raph, H. & Grant, T. (2009). Life cycle assessments: principles, practice and prospects. Melbourne: CSIRO Publishing.

Sandrolini, F. & Franzoni, E., (2001). ‘Waste washes water recycling in ready-mixed concrete plants’. Cement and Concrete Research. London: McGraw Publishers.

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World Bank, (1996). Pollution Prevention and Abatement: Cement Manufacturing. Draft Technical Background Document. Environ.

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