The French market and customers’ perceptions of Nordic softwood offerings

Sammanfattning: The study of the French market for softwood has been done in collaboration with VIDA AB. The aim of the study was to investigate important product quality and service quality dimensions, the customers’ perception of the offering and generally describe the French market and present actors. The market for softwood around the world changes over time and new markets can mean opportunities for the sawmilling industry. The French market is the second biggest European market for softwood, has had presence of actors with sourcing of raw material from the Nordic countries for decades and there is a growing interest for building with wood. Theory being used is about the different dimensions that make up the total quality of softwood, together with intangible dimensions making up the total offering that helps the sawmilling industry to create positive perceived value for the customers. Methodological approach in the study was a case study research design, aimed at providing knowledge about one specific subject in one context. The general description was mostly carried out by literature studies and data from various statistics sources. For product quality and service quality dimensions and to identify keys to success, 8 semi-structured face-to-face interviews were conducted with different softwood actors in Sweden and France; suppliers, one trader and wood industry customers. The softwood actors were identified using a snowball sampling method. To cover future macro-economic preconditions for the market, a telephone interview with a market analyst was conducted. The studied wood industry customers were glulam manufacturers, roof truss manufacturers and timber frame house manufacturers. Results show that French glulam manufacturers have had longest relations with Swedish softwood suppliers and need a high quality product which they are prepared to pay for. Roof truss manufacturers have little experience of Swedish softwood suppliers and are buying softwood of lower quality mainly on price. Timber frame house manufacturers is identified as the most suiting wood industry customer for the sawmilling industry in southern Sweden, who wish to supply strength graded and planed structural timber of Norway spruce. Results in the study also show that the market in France is mainly whitewood and based on long-term relations with wood industry customers. Keys to success are delivering fast, according to specification and having the right type of core product. Knowing French culture will facilitate business with wood industry customers.