Cariaga, I and El-Diraby, T E (2013) Assessing the market potential for housing construction products in Mexico. Journal of Construction Engineering and Management, 139(6), pp. 717-725. ISSN 0733-9364
Abstract
Studies on international construction activities tend to focus on project contracting or exporting of raw material (such as cement or steel). However, globalization and free-trade agreements are creating new opportunities for international trade in manufactured housing products (such as roofing systems and other components). The aim of this work is to understand the factors that impact the potential profitability of housing construction products in international markets and develop a process for profitability assessment. This was done in a test market (the Mexican market) through reviewing pertinent literature in conjunction with conducting interviews with experts in this domain. The analysis shows that six major processes have to be undertaken: (1) analysis of market conditions (preventure analysis); (2) assessing competencies; (3) evaluation of product and service; (4) analysis of proper distribution channels (supply chain); (5) evaluation of marketing strategies; and (6) analysis of cost-price-value relationship. A set of factors and best practices has been identified to support and guide the conduct of each process.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | corporate strategy; marketing strategy; Mexico |
| Index terms: | corporate strategy, best practice, strategy, roofing, residential construction, international trade, housing, profitability, marketing, international construction, interview, globalization, Mexico, international market, market condition, agreements |
| Subjects: | construction integration, economic and policy analysis, contract formation, Geography, economic analysis, management, strategic management, construction type, data collection methods, design practice, business, economic factors, development economics |
| Topics: | Research Practice, Contract Administration, Construction Technology, Geographical Context, Business Strategy, International Construction, Design Practice, Governance |
| Descriptive scope: | 3 PCE |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here