Product-market opportunities for FPL spaceboard II molded structural products

Two analysis techniques were demonstrated for use in new product development by the wood products industry. A new molded wood structural product developed by the U.S. Forest Service Forest Products Laboratory known as FPL Spaceboard II was used to illustrate the techniques. Determinant attribute analysis was first employed to identify the product attributes most important to purchase decisions regarding substrate materials for the office furniture industry - the most likely target for introduction of Spaceboard II. A matrix-type decision model was then developed and illustrated which assists in selecting the most attractive product-market opportunity for a new product still in the development stages based on market attractiveness and relative competitive advantage of the product.

Surveys were directed to manufacturers of office furniture and to producers of industrial particleboard and medium-density fiberboard which currently are the most common materials utilized as substrates in the office furniture industry. The furniture survey collected information regarding the perceived importance and variability of an array of physical product characteristics in the selection of a substrate material for office furniture. The survey of industrial particleboard and medium-density fiberboard producers acquired information regarding the importance of factors affecting decisions to enter and compete in a given market and ratings of the office furniture substrate market on those factors.

The results of the determinant attribute analysis indicated that fastener withdrawal strength, surface smoothness, flatness, stiffness (MOE), and edgebanding capability were the product attributes which would most affect the decision to purchase substrate material for office furniture, and consequently are the attributes to focus on in developing a new product for that market.

Use of the decision model was illustrated with Spaceboard II and resulted in a hypothetical matrix with the product positioned based on the attractiveness of the office furniture substrate market and Spaceboard II’s relative competitive advantage over existing materials in that market versus its competitive position in other market scenarios.