Go to literature on Value Chain Analysis on (Micro and/or Commodity level)
You will agree that Evaluation of fibre cement industry marketing strategies is more of a subjective qualitative research on account of uncertain future and am planning to use Analytic Hierarchy process model for the same.
This industry is successful in areas of downtrodden and poor ,however as India is experiencing an increase in standard of living and with availability of more disposable income the consumer is opting for better technologies like color coated ,aluminium sheets or RCC roofs.
So as the standard of living grows up the industry will face the threat until or unless the change to better technology takes place.
Could U please suggest anything beyond....
Literature review of Fibre cement industry is restricted to BAN asbestos forums and not much work has taken place on the same.
As this industry is governed by OLIGOPOLY market conditions could you suggest alternative similar product which could be studied.Further as standard of consumer increases the preferences also change.
Do you mean only for temporary roofing? Or do you mean for structural roofing which is usually done with profile sheeting?
If i were you I would first start reviewing the different solutions that are in the market right now (Single skin, double skin, composite panels, standing seam roofs,...) and which one you feel you are able to address. Once done that I will review info from MCRMA which I am sure have plenty of literature.
Market strategies as I am sure you are aware would be completely different from one country to another. As far as i am aware India is a quite complex country to enter and many companies do it through M&A with local companies or with licensing agreements.
Basically i am referring to Asbestos Fibre cement sheet industry which is basically at cross roads .The growth is restricted to the areas where we have BOPs(Bottom of pyramid who can pay) .On the other hand with increase in GDP in advanced states there is a possible adoption or migration to better technologies that cc or al sheets or RCC roofing of course on the higher plane .Out of 390 million houses in India Only 60% are permanent roof and 40 % are temporarily made.Out of these Permanent RCC constitutes 29 only,Fibre and metal 16% Bricks 6%,Stone 9%.Temporary means mud,tiles etc.
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