James Hardie Industries Ltd
Content
Executive Summary 2-3
Current Marketing Situation 4-6
SWOT Analysis 7-9
Marketing Analysis (Discussion Question) 10-15
Recommendations 16
References 17
Executive Summary
James Hardie Industries Ltd. is an industrial building materials company headquartered in the Netherlands, specializing in fibre cement products. James Hardie is a leader in the manufacturing and development of technologies, materials and manufacturing processes of durable building materials. For over 20 years, Hardie has operated one of the largest research and development facilities devoted solely to fiber-cement technology. Hardie 's fiber cement siding has a wood appearance yet does not warp or rot and will pass as a masonry product in cities that have masonry ordinances. (http://en.wikipedia.org/wiki/James_Hardie)
In 1989, James Hardie Siding Products launched a line of fiber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that Vinyl Siding could not match. Afterwards, Hardie tried the traditional “push” approach of selling the product to builders, remodelers, and home improvement centers with advertisement and products demonstrations.
However, builders did not like the siding. It was heavy, hard on saw blades, and showed any flaws in a poor frame job. Meanwhile, there were other fiber cement sidings available so a builder or home improvement center that decided to use or carry the product would frequently buy on price.
Nevertheless, James Hardie was developed some research and development. It revealed
Executive Summary 2-3
Current Marketing Situation 4-6
SWOT Analysis 7-9
Marketing Analysis (Discussion Question) 10-15
Recommendations 16
References 17
Executive Summary
James Hardie Industries Ltd. is an industrial building materials company headquartered in the Netherlands, specializing in fibre cement products. James Hardie is a leader in the manufacturing and development of technologies, materials and manufacturing processes of durable building materials. For over 20 years, Hardie has operated one of the largest research and development facilities devoted solely to fiber-cement technology. Hardie 's fiber cement siding has a wood appearance yet does not warp or rot and will pass as a masonry product in cities that have masonry ordinances. (http://en.wikipedia.org/wiki/James_Hardie)
In 1989, James Hardie Siding Products launched a line of fiber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that Vinyl Siding could not match. Afterwards, Hardie tried the traditional “push” approach of selling the product to builders, remodelers, and home improvement centers with advertisement and products demonstrations.
However, builders did not like the siding. It was heavy, hard on saw blades, and showed any flaws in a poor frame job. Meanwhile, there were other fiber cement sidings available so a builder or home improvement center that decided to use or carry the product would frequently buy on price.
Nevertheless, James Hardie was developed some research and development. It revealed
References: http://en.wikipedia.org/wiki/James_Hardie http://www.ir.jameshardie.com.au/jh/about_us/history.jsp http://en.wikipedia.org/wiki/Swot_analysis http://www.tcsidingprofessionals.com/ProductComparisons.htm www.awhobor.com/siding_james-hardie.htm Consumer Behavior (Building Marketing Strategy) Eight Edition, Hawkins Best Coney; Irwin McGraw-Hill. Pages: 379, 395, 464-465