MARKETING STRATEGY FOR HOLZ HOUSE: TARGETING THE MIDDLE-CLASS SEGMENT IN KAZAKHSTAN

Abstract

This capstone project investigates the feasibility of Holz House, a manufacturer of wooden houses, expanding its market to target the middle-class segment in Kazakhstan. The study explores consumer preferences, perceptions, and potential market barriers related to wooden housing in Kazakhstan using various methods such as surveys, interviews with industry experts, and internal and external company analyses. The findings reveal a significant interest in eco-friendly and aesthetically appealing wooden houses among the respondents, with prevalent concerns about durability and safety. Strategic recommendations are provided based on the Marketing Mix, SWOT analysis, Competitive analysis, Porter’s Five Forces, and STP (Segmentation, Targeting, Positioning) frameworks, emphasizing targeted marketing strategies and educational campaigns to align product offerings with consumer needs. This research contributes to the understanding of consumer behavior in the sustainable housing market and outlines strategic approaches for Holz House to successfully engage with potential customers in Kazakhstan.