CASE - CENTURYPLY: DEVELOPING A POWER BRAND IN A COMMODITIZED MARKET
Forum discussion or CASE REPORT: Century Ply
What are the reasons for branded vs. unbranded wood furnishing items?
Are CenturyPly's branding initiatives appropriately integrated into the company's marketing mix?
Is Century Ply's branding model sustainable, considering the financial condition of the company?
HINT: Review the company's financial reports, considering such changes in raw material expenses, employee costs and any other cost side factors - what is happening with them? Are there any places they can make cost reductions?
Similarly, examine the revenue and profit side of the P/L equation: what do you see?
Which factors are within the firm's control?
Total 2 to 3 pages.