The importers of wood, sources from around the world through an exclusive of the way to import and export of wood materials to meet the needs of the Asian region, particularly in the domestic market. The wood materials used in public landscaping works are the most valuable and quantitative. Hence, many varieties of imported timbers which require the recommendation by the importer , and therefore the marketing strategy of timber importers often becomes the key decision to use wood materials, such as the United States imported Southern Yellow Pine and the Southeast Asia Pacific iron wood (Merbau), Borneo ironwood (Belian). However, due to the more mature trees being widely accepted by the users but some bad importers sell newly developed cheap replacement, resulting in shorter and the poor quality of life. And this resulted in lower market demand for timber, as a situation of economic theory, "bad money drives out good money".
For these above reasons, there is a lack of coordinated organization to consolidate for such a long time in past one-stand-along critical competitive situation resulting in the decline of timber industry. Based on this, to integrate the business platform, the establishment of a national association should be implemented to avoid the price of damage a, build the coordination mechanism, and set up a set of standard testing procedures. Under the gradually declined timber industries, a strong sales promotion strategy should be developed to achieve the success in 1980s.
The marketing promotion strategy of timber industry is developed and analyzed with marketing 4P tools. This study gathered the collective opinions of member companies towards the Association's recommendations and expectations. The survey was conducted collectively and analyzed. Finally, the conclusion and recommendations is proposed for guiding future marketing direction.
Keywords: Timber Industry Association, marketing strategy, marketing communication
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