INDUSTRIAL SITUATION AND COMPETITION 1. Product characteristics
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The company manufactures and distributes roofing tiles, boards and ceilings, siding boards, other roof accessories and non roof products as well as the service provider for roof stripping and installation as follows; 1.1 Tiles such as Fiber Cement Tiles, Concrete Tiles, Jearanai Tiles, etc. 1.2 Diamond Boards and Ceilings such as Boards, Ceilings, etc. 1.3 Diamond Siding Boards such as Siding Boards, Lathes, Eaves, etc. Special Products such as Roof Accessories and Non Roof Products as follows; • Roof Accessories such as Purlin, Foils, Bird Guards, Paints, etc. • Non Roof Products such as Truss, Laminate, Gypsum Board, Tank etc. Services for roof stripping and installation, truss and laminate installation by professional teams with training from the company.
2. Marketing and Competition 2.1 Industrial Situation and Competition During 2010, the economic condition in the Country enjoyed increasing growth rate, with the economic stimulus package from the government sector, which has resulted in the real estate business growing again, particularly for the housing development projects, affecting the overall increasing demand for various building materials and products, especially in the group of concrete tiles and wood subsituting products. Nonetheless, there was still fierce competition as the producers were trying to capture the advantage in presenting products over the competitors and offering attractive prices to the consumers. A.) Manufacturers in the Industry Competition in the roofing and synthetic board industry is still amongst existing manufacturers such as Siam Cement Group, Mahaphant Group, Oran Group, and Diamond Roofing Tiles. Accordingly, for the development of new products, it is found that products in the wood substituting product group are the products that the producers are interested in the form of usage to meet various types of usage. B.) Competition in Domestic Market The demand for products in the domestic market, in general, has increased. Part of the reason was due to better economic condition of the Country, particularly in the real estate sector. Housing development projects have expanded as compared to the previous year. Also for upcountry market which is due to higher prices of main produce in the agricultural sector, including rubber, palm, and sugarcane. This is the main factor in stimulating higher consumption. Nonetheless, on the competitive side, the producers and suppliers were still focusing on various sales promotion mechanisms in order to capture the market. Market shares in 2009 are as follows.
Manufacturers (Unit: Million Baht) 1. Siam Cement Group 2. Mahaphant Group 3. Diamond Building Products Plc. 4. Kiternit Group (Olarnvanich) 5. Thai Ceramic Roofing Tiles Co., Ltd. 6. Srikungdhonburi Co., Ltd. Total Source: Department of Business Development, Ministry of Commerce
Sales in 2009
Market Share
10,033.38 5,720.56 2,774.56 1,951.17 681.34 192.44 21,353.45
46.99% 26.79% 12.99% 9.14% 3.19% 0.90% 100.00%