Part I.

1. Introduction
2. Executive summary
3. Methodology Employed in Data Collection and Criteria used to screen Markets

Part II. General Analysis

I. Geographic Setting
a. Topography/Coastal Boundaries and Intercostals waterways
b. Climate
c. Cities located on costal areas
d. Surface transportation & communication (highway, waterway, railroad)
II. Political System
a. Stability of the government
b. Special taxes/tariffs on imports. Emphasis should be on taxes/tariffs imposed on American
lumber
III. Living Conditions
a. Housing
b. Home ownership patterns, rates, type, style
c. Recreation
Part III Economic Analysis
I. Population
a. Total/Growth Rate
b. Distribution
1. Age
2. Sex
3. Geographic area (urban/suburban density & concentration)
c. Social Class
1. Population by social class
2. Income by social class/Average family income
II. Economic Statistics and Activity
d. Gross national products (GNP)
1. Total
2. Rate of growth (real GNP)
e. Personal income per capita
f. Average family income
g. Distribution of wealth
h. Principal industries, percentage distorted
i. Percent foreign (US) investment, what industries
j. Principal exports, imports, dollar value (volume of trade with U.S)
k. Balance-of-payments situation, recent trends, debt, surplus or deficits
l. Labor force, unemployment rates
m. Inflation rates
n. Overview of the construction industry (residential and leisure such as Marinas)
a. Market size by type of construction
b. Growth rate by type of construction
c. Type and Percentage of building materials imported (specially imports from U.S.).
d. Type and Percentage of COMPOSITE LUMBER imported (specially imports from U.S.).
e. Major competitors in the composite lumber market (local vs. foreign) and their strength
and weaknesses.
III. Distribution System: In this section you need to focus your research on
intermediaries/distribution channels/retailers/dealers/import agencies, which dominate the
 construction/building materials industry and the lumber industry. Remember that Trex is not
interested in selling to the final consumers; instead they are looking at dealers and distributors
market that can carry and support their product.
o. Number and size of retailers, scale of operation, role of chain stores for composite lumber or
lumber in general
p. Middlemen, availability, services offered, customary markups retail and wholesale – for
composite lumber or lumber in general
q. Penetration of non-urban market
r. Facilities and technology
I. Legal System
a. Patents, conventions
b. Environmental regulations related to recycling, particularly those laws related to the
recycling of plastic and fiber wood, the two major ingredients in composite lumber
c.
V. Consumer Marketing
d. Characteristics of buyer behavior as it relates to the buying of durable, high price products
such as those sold by Trex
e. Price sensitivity/consciousness as it relates to home improvement goods
f. The nature and scope of the decision-making process concerning home improvement
products.
g. Consumer environmental awareness and attitude towards environment-friendly products
h. Frequency of purchase of home improvement goods (i.e. decking)
i. Accessibility to dealers
VI. Media/Advertising of Decking Materials: The focus here should be on media directed to both
the final homeowner as well as the distributors/dealers. Please see the media mix used by Trex
in the U.S market and try to replicate that overseas.
j. Availability of media, uses
k. Costs of TV, radio, print
l. Agency/Consulate Assistance
m. Trade shows

VII. Markets Screening: A comparison of the potential markets based on the predetermined criteria
with the goal to identify the top perspective markets for Trex

Bibliography