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Floor & Wall Ceramic Tiles, Romania, 2004 - 2013

Published by: InterBiz Research & Consulting

Published: Nov. 1, 2009 - 72 Pages


Table of Contents


1. Summary

2. General Data

2.1 Dwellings stock, 2004 - 2008

2.2 Construction of buildings, by type, 2004 - 2008

2.3 Repairs and renovations, 2004 - 2008

2.4 Evolution of construction market, by type and categories, value, 2004 - 2009p

2.5 Building materials market, 2004 - 2009p

2.6 Real estate transactions, 2007 - 2009

3. Floor and Wall Ceramic Tiles in Romania

3.1. Geographic Concentration of Industry

3.2. Market Structure:

- Raw Materials

- Market Structure Diagram

- Value Added Activities (inputs, manufacturing, distribution and customers).

3.3. Market Evolution

3.3.1. Production, by type, volume and value 2004 - 2009p

3.3.2. Foreign Trade, by type, volume and value, by country, 2004 - 2009p

3.3.3. Share of Imports, volume and value, 2004 - 2009p

3.3.4. Domestic Consumption, by type, volume and value, 2004 - 2009p

3.3.5. Analysis of Ceramic Tiles Products, by type, quality and retail prices (local products vs. imported products)

3.4. Competitive environment

3.4.1. Competitive Environment;

- Key Players (raw materials, manufacturing, distribution, customers)

3.4.2. Top 15 Players, volume, 2004 - 2009p

3.4.3. Market Shares, volume and value, 2004 - 2009p

3.4.4. Profiling of Top 10 Players (producers and importers)

3.4.5. Competitiveness Assessment: price, quality, perceptual map.

3.5. Sales and Distribution Channels

3.5.1. Regional development

- Main Wholesalers and Distributors, by county

3.5.2. Sales of Ceramic Tiles, by channels, by range (low, middle, high), 2006 - 2009p

3.6. Influence factors

3.6.1. Dwellings construction, trends 2004 - 2008. Potential and forecast.

3.6.2. Lending. Trends and regional analysis.

3.6.3. Non-residential buildings, trends. Potential and forecast.

3.6.4. Barriers

3.6.5. Opportunities to growth

3.6.6. Trends: models, sizes, concepts

3.6.7. Marketing approaches

3.6.8. Human resources (important skills, know-how, wages, treats)

3.6.9. Lifestyle changes

3.7. Forecasts of the Ceramic Tiles Market

3.7.1. Analysis of maturity point

3.7.2. Influence Factors

3.7.3. Domestic sales forecasts, volume and value, 2009 - 2013

3.8. SWOT Analysis

4. Ceramic tiles consumption in other countries. Positioning of Romania.

5. Conclusions

5.1. Key factors to success

5.2. Recommendation: production, sales channels, trends, regional analysis

Abstract

Floor and wall ceramic tiles market grew by 2% in volume in 2008 and in 2009 dropped by 39%. Dramatic decline in the residential segment was registered, while the non-residential market decreased slower. According to InterBiz Research & Consulting estimates in 2009 the inputs into the market will be lower by 44% against 2008, up from 28 mln sqm, but the decrease will be compensate by the inventory cut with minimum 10%. This reduction of stocks was already seen in early of 2009 by the fact that the price of several types of ceramic tiles have fallen by 25-30%, especially the low segment. From the value point of view, the ceramic tiles market will decrease more than volume, even if the "high" range will have a larger share of the market. "High" range is represented by imports from Italy, Portugal and Germany. Spain got off to share more "middle" amid sharply falls in this country. As in other sectors, products from Turkey "bit" more than just the domestic market and those in Serbia or Bulgaria. Moreover, the last major player in the market is KAI Bulgaria owned by Advent investment fund. Up to date in Romania it was present through an importer.

New investments will not be in the next 3 years, on the contrary, for now the only manufacturer to give up one of the production facilities. Instead, major movements will appear on retail. Street clusters like “Valea Cascadelor” will disappear, and competition becomes harsher as the DIY networks continue their expansion. In November 2009 were 109 DIY stores and over the next 5 years their number could grow to 250 units. Over the medium and long term in Romania will inevitably occur and Saint Gobain Building Distribution by takeovers or by greenfield investment.

The most difficult period shall be recorded in Q1 - Q3 2010 and is a possible halving the number of competitors. Until 2013 the floor and wall ceramic tiles market will not reach 65 mln sqm, but it could in 2019. Moreover, the maturity point consumption in Romania is 4 sqm / inhabitant or ~€ 550m. The domestic market is influenced by changes in population’s lifestyle, especially emphasizing the concept of "homing" as well as other related factors of social life.

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