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Case Study: Weyerhaeuser

Challenge

Leader in Residential Wood Products industry at risk of losing its edge.

  • Consolidation, decreasing margins, and new competition commoditizing the category.
  • Company focused inward. Growth stalled.
  • Production not customer-driven and unresponsive to changing market dynamics.

Solution

Transformative business strategy, driving customer preference and commanding a premium in a commodity-driven market.

  • Define new category, “Whole-House Construction.”
  • Build new business-facing brand with renewed commitment to product innovation and customer focus.
  • Organize hundreds of disparate products and brands under a master brand architecture, delivering greater cumulative value.
  • Change from product-centric to solutions-centric business model, for increased performance.
  • Galvanize 16,000 employees into a unified, more confident workforce.

Results

Reinvented leader in saturated market.

  • Business able to protect market share and premium pricing.
  • Assets stabilized, even during housing industry downturn.