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.
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