Competitive strength evaluation of Corobrick in the face brick market

.ABSTRACTThe main purpose of the study is to determine strategies for retaining valuablecurrent customers and acquiring attractive new customers for Corobrik; therefore, theproblem to be investigated is the reason for Corobrik’s inability to gain significantmarket share in the brick market over the last five years. Although there has beentremendous growth in the building industry, Corobrik has not been able to fullycapitalise on the situation despite increasing its own capacity.A competitive-strength evaluation will form the basis of this study in order todetermine customer preferences, as well as competitor performance relating to thesepreferences.The study will be limited to the Gauteng Province owing to the enormous number ofcustomers in South Africa as well as to time constraints. The market in Gauteng issubstantial enough to yield a fair representation of what is to be achieved with thestudy. A questionnaire will be distributed to Architects, Contractors and Distributors,which represent the different market segments, and the data will be collected bymeans of telephonic interviews.McDonald & Dunbar (2004) expounded on a method of competitive-strengthevaluation, entailing a method of understanding the customers’ preferences andunderstanding their views of competitor performance in relation to the customers'own preferences. Based on this method, a questionnaire was drafted which will be.