The type of materials used is critical to the integrity and structure during the construction of any type of building. Traditionally with decking, wood was the main form of material used. However, with significant technological advances, there are now many synthetic and resource alternatives available which has both its pros and cons to traditional wood. As such, this has transformed the competitive environment of the decking industry significantly as choices available to consumers have increased dramatically. Thus, with ever-changing consumer trends and preferences, it is important to understand these key issues and branding challenges companies face in the decking industry.
This assignment requires you to write a case study based on your critical analysis of the competitive environment of the decking industry in Western Australia. You may choose to work in pairs for the assignment