Seppo Ervasti. (1960). Metsäntuotteet Ison-Britannian rakennusaineiden mainonnassa. Silva Fennica no. 104 article id 4694. https://doi.org/10.14214/sf.a9133

English title: The position of forest products in advertising of building materials in Great Britain.

Original keywords: Suomi; Iso-Britannia; rakennustuotteet; markkinointi; mainonta

English keywords: Finland; building materials; Great Britain; marketing; advertising; sawn goods; wood-based panels

Abstract | View details | Full text in PDF | Author Info

This paper concentrates on analysing advertising of building materials used in residential, agricultural and factory building, power station construction, warehouse building and the joinery industry in Great Britain, concentrating on advertising to consumers, including architects, engineers, building entrepreneurs, farmers and do-it-yourself practitioners. The material is based on questionnaires answered by 8 professionals of the field, and assessment of two leading English paper in the field of construction in January 1 – June 30, 1959.

It was concluded that forest products were clearly less advertised than other building materials. The unweight average degree of advertising of all forest products was. 1.7, while the score was 2.6 for other materials. Of the different forest products stand out advertising of plywood and sawn good. The most extensively advertised materials were metals, concrete and cement, and some covering materials. Forest products accounted only ¼ of the advertising space in the publications.

The most important media used in advertising building materials were trade journals, calendars and yearbooks, courses and lectures, exhibitions and fares and direct advertising. The most important audience of advertising were architects, followed by the entrepreneurs. It is suggested that the advertising of Finnish products in Great Britain might be best organized by placing it in the hands of two organizations: the sales organisation and a separate body for advertising. The producers would manage the advertising of individual brands to sales level, while the other levels (agents, importers, merchants) would manage the joint advertising of the forest products to the lower sales levels and consumers. A Finnish market research and information offices might be established in Great Britain.

The PDF includes a summary in Finnish.

Ervasti, E-mail: se@mm.unknown

Category : Research article

article id 267, category Research article

Manfred Gronalt, Peter Rauch. (2008). Vendor managed inventory in wood processing industries – a case study. Silva Fennica vol. 42 no. 1 article id 267. https://doi.org/10.14214/sf.267

Keywords: building materials; service level; solid structure timber; SST; wood construction

Abstract | View details | Full text in PDF | Author Info

Solid structure timber (SST) is an important building material in the wood construction business, in which its production volume is largely related to that respective business. Due to the large variability in the demand and seasonal factors, SST producers’ inventories are likely to be simultaneously overstocked for one type of timber and out of stock of another. An inventory policy that ensures a high service level and relatively low stocks is required. In the present paper, we propose the vendor managed inventory (VMI) approach for controlling the stock of deals that are produced at a sawmill and delivered as raw material for SST-production. We evaluate two VMI implementations against the actual inventory management for three different market scenarios. Furthermore, we layout the necessities for reconfiguring the business processes, and subsequently set up an organisational framework within VMI, which is indeed applicable in this segment of the woodworking industry. In our application background, VMI as an inventory control system is able to reduce the overall raw material stock by more than 37% by simultaneously increasing the SST service level.

Gronalt, BOKU – University of Natural Resources and Applied Life Sciences, Feistmantelstr. 4, 1180 Vienna, Austria E-mail: mg@nn.at
Rauch, BOKU – University of Natural Resources and Applied Life Sciences, Feistmantelstr. 4, 1180 Vienna, Austria E-mail: peter.rauch@boku.ac.at

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