Market prospects of Cross Laminated Timber in Poland

Cross Laminated Timber is an innovative product, which has not gained popularity within the Polish construction sector. Concrete and steel remain the most popular construction materials in Poland. There is a shortage of dwellings in Poland and the overcrowding rate is high in comparison to other European Union countries. Moreover, the demand for office space and luxury housing is increasing in Poland. The National Dwelling Program introduced by the Polish Government in 2016 supports the idea to only use innovative solutions and materials which have a low impact on the environment. Moreover, a new European directive will force the construction sector to develop their processes in order to deliver zero-energy level building constructions. Therefore, the construction sector must adapt their offerings to the changing environment and improve their processes. In addition, consumers need to be aware of the environmental impact of their choices. The theoretical framework by Aaker (2001) was used to study how attractive the Polish Market is to prospective investors. Kotler’s (1973) theory about marketing management identified the demand for CLT in Poland and basing on the framework we could identify various marketing strategies to perform. Using Porter’s theory (2008) we were able to identify hat the competitive level of CLT in Poland is. Rogers’s theory of innovation explained the complexity of the innovation development process. SWOT and PESTEL analyses delivered the necessary overview on the macro and micro environment in Poland. NABC method presented the most effective way to persuade potential investors to allocate money in CLT in Poland. The secondary data used consists of literature, articles, internet sources and other publications. According to the results, demand for CLT is increasing both in Europe and globally. However, in accordance with the theory above, the demand for CLT in Poland appears to be latent and, as a consequence, development marketing needs to be performed. Based on the results, transportation costs may decrease the cost competitiveness of CLT and therefore investment in a CLT manufacturing plant in Poland needs to be taken into account. Moreover, the costs of raw materials are much lower here in comparison to other European countries. An increased number of permits for new construction projects between 2014 and 2015 shows the boost in construction activities, which is linked to demand for construction materials. Transferring the knowledge about the CLT innovation and its possible applications is required, due to the possible resistance from THE community against wood-based materials. Innovative building solutions as well as energy-efficient buildings can apply for funding through various public funds. However, adverse factors for doing business in Poland are present. Political and social group support can increase the speed and success of the innovation-development process for CLT.