UBC Undergraduate Research

Marketing strategy for small diameter Douglas fir Burke, Matthew; Draper, Shaye


In the forest of northern British Columbia, small diameter Douglas fir trees creates several environmental problems including the interruption of mule deer grazing paths, reduction in the vigor of large diameter trees, and an increased potential for large forest fires. However, this timber creates a significant opportunity to establish a profitable wood product manufacturing facility. Due to the high logging costs, the selection of the optimal product was focused around high end, value-added products. After an analysis of all potential markets for the Douglas fir logs, an end grain product line was selected as having the largest market and price potential. The product line included a flooring system, acoustic-ceiling panels, RTA tabletops and rustic coffee tables. The target markets for these products were architects and interior designers, carpenters and finishing specialists, contractors, and homeowners. The distribution and promotional strategy for each of the four target markets are shown below. In addition, the suggested pricing information for all four products are illustrated in the figure below. [chart omitted] Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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