a)

i) The product is Wooden Planks, used in home flooring. The planks vary in thickness (3/8 in. to

3/4 in.) and length (5 in. and up).

ii) When it comes to wooden floors, there is no definite answer as to what the best characteristics

are, however, there are some parameters to keep in mind when choosing the type of wood for

your flooring – that is Type of Wood, Density, Grain and Color [1]. Firstly, Hardwood is almost

always preferred over Softwood for flooring as it is more durable [2]. Moreover, there are two

types of hardwood: Engineered and Solid. Solid Hardwood is the more common one and is

manufactured from a single piece of wood, however it is recommended to use Engineered

Hardwood (multiple layers) when installing below grade, as it is more resistant to moisture [3].

Since the flooring is expected to withstand the weight of any furniture, as well as the constant

wear and tear from walking on its surface, the wood must be of a high enough density,

depending on the intended use. This is represented by the Janka Hardness Scale [4], where a

larger number represents a harder (i.e. denser) wood. Higher density woods are able to resist

more denting and are more durable, and should be preferred in high-traffic areas. The downside

of denser woods is that they usually come at a heftier price, which may be out of reach for the

average customer.

Besides the aesthetic value, grainier woods offer the ability to mask dents to a certain extent.

They also require less frequent cleaning, unlike the non-grainy types which make dust

accumulation more apparent. Finally, the natural color of the wood is another factor to consider.

Darker tones are known to give the room more warmth and are usually paired with more vintage

styles of furniture, but they also contrast more heavily with dust and animal hair. Lighter colors

on the other hand are usually considered more modern.

iii) Wood is the ideal material for flooring for several reasons [5]. According to the Strength-

Density chart, Wood has a good balance of both. It is both strong, while not being overly dense

like metals. This is especially important in flooring as the average household will not own any

furniture that is especially heavy, but a material that is too dense could prove hazardous in slip

and fall situations. As far as toughness go, some wood species are able to handle serious load

before cracking, making them ideal for flooring use. Finally, wood has many varieties that differ

in pricing (while overall being in the moderate price range), which makes it affordable for most

consumers. It is no surprise that wood is one of the most popular material used for home

flooring.

iv) My wood species of choice is Red Oak. Oak is one of the densest and thus, durable types of

wood. In addition, it offers a moderate grain and a color that is neither too blond nor too dark,

making it versatile for many uses. Finally, it has a great Strength-Cost ratio among other types of

woods.[5]

b)

(i) NAISC # 442210 [6] - Floor covering stores - This Canadian industry comprises

establishments primarily engaged in retailing new floor coverings, such as rugs and carpets,

vinyl floor coverings, wood floor coverings, and floor tiles, except ceramic. These

establishments also typically provide installation and repair services.

Illustrative example(s)

 wood flooring, installation combined with selling

(ii) It is important to know the NAISC classification of our product as it facilitates competitor

analysis between manufacturers or suppliers of the same product. It also provides industry

benchmarks that should be used as reference when attempting to enter a market with a new
product. Finally, it is also useful for “various administrative, regulatory, contracting, taxation,

and other non-statistical purposes”, such as determining tax incentives for a specific industry. [7]

c)

i)

1. Red Oak Floor (‘Select & Better’ Grade) from PANACHE [8].

Description: Select & Better is the highest standard grade available in the industry and has

excellent, clean, visual appearance. Each floor board will look very similar to the next, creating

an overall uniform look and feel. You will notice very minimal variation in the natural sapwood

colour, very limited small character marks, pin knots or mineral streaks. This is the highest grade

available to you.

Price: $4.99 / sq ft

2. Red Oak Floor (‘S&B SuperLong’ Grade) from HardWood Planet [8].

Description: Select & Better SuperLong available only from HardWood Planet brand. This grade

is above the highest possible brand in Canada and is highly selected to obtain best uniformity.

Knobs, splits, checks, worm holes, excessive mineral streaks or contrasting sapwood is not

allowed. Length range from 2.0’ to 8.0’ and typically is slightly longer. This grade represents the

longest wood flooring planks available in North America.

Price: $5.29 / sq-ft

ii) Scale : 1 (Lowest/Easiest)  5 (Highest/Difficult) [9]

COST DURABILITY INSTALLATION CLEANING

DIFFIULTY DIFFICULTY
Hardwood (E.g. 4 5 5 1
Red Oak)
 Carpet 4 2 3 5
Stone 5 5 5 4
Vinyl 1 2 1 1

iii) From this comparison, it is clear that Hardwood is definitely one of the best product. The one

parameter in which it is trailing (installation difficulty) is irrelevant for most homeowners as they

will probably contract out the installation work. While Vinyl seems like a good alternative, it’s

very low durability and risk of chemical release makes it non-ideal for health-conscious

homeowners looking to invest in a durable home flooring.

d) The important of wooden floor in today’s society is one that is primarily of aesthetic and

functionality. As a society, we tend to greatly value the aesthetics of our home, as a symbol of

personal pride. Wooden floors are universally considered to be pleasing to the eyes, making any

room look good. Furthermore, Hardwood floors are sustainable and environmentally friendly.

Today, in North America, the timber industry is subject to policies that regulate the rate at which

trees are cut, and the trend is now towards reforestation with more trees being planted than

harvested. In Canada, forests constitute about 40 percent of the landscape, and as a large natural

resource, and are carefully maintained by governmental organizations such as Natural Resources

Canada and the Canadian Forest Service. With wooden floors, consumers need not to worry

about having a negative impact on the environment [10]. Hardwood floors are also a healthier

option. Unlike carpet flooring, they do not harbor molds and dust mites which cause allergies

resulting in chronic coughing and nasal sinus inflammations among other ailments [10]. This is

especially important in today’s society where the life span is higher than it has ever been in

history, and the number of older people that are susceptible to such respiratory risks is

increasing. Finally, wooden floors are easier and cheaper to maintain, requiring less routine

cleaning and mishaps like everyday spills aren’t too much of a concern. In this day and age, we
are busier than ever, and the less time spent caring and cleaning for our homes, the more quality

time can be spent with our loved ones.

e) The target customers for Red Oak wooden floor are mostly new and current homeowners

looking to either replace/refurbish or install new flooring in their homes. The age range is

estimated to be 25 to 60-year-olds. Red oak, being a mid-range choice compared to the other

types of wood, remains quite within reach of customers at every income levels; especially when

considering the low maintenance cost. The reason these customers will be looking to acquire red

oak flooring in particular is due to its excellent features, such as moderate stiffness and hardness,

its versatile color for use in any room as well as its durability.

f) Stay classy, go green, and purchase your ease of mind. Buy Canadian Red Oak floors.

Healthier for both you and the environment, lasts a lifetime and is easy to maintain. What are

you waiting for?

APPENDIX
[1] "What Wood Makes The Best Wood Flooring? 4 Key Features To Understand!". 2016.
Lacasse Fine Wood Products. Accessed October 23 2016.
http://lacassefinewoodproducts.com/wood-flooring/what-wood-flooring.htm.
[2] "Difference Between Hardwood And Softwood From Armstrong Flooring".
2016. Armstrong.Com. Accessed October 23 2016.
http://www.armstrong.com/flooring/hardwood-and-softwood-differences.html.
[3] Ianovskaia, O. (2012). Solid Hardwood Flooring vs. Engineered Hardwood Flooring |
Coswick Hardwood Floors.Coswick.com. Retrieved 23 October 2016, from
http://www.coswick.com/blog/solid-vs-engineered-hardwood
[4] "Janka Hardness Scale | Superior Hardwood Flooring". 2016.Superiorflooring.Ca. Accessed
October 23 2016. http://www.superiorflooring.ca/education-center/janka-hardness-scale.
[5] "Material Selection Charts". 2016. Www-Materials.Eng.Cam.Ac.Uk. Accessed October 23
2016. http://www-materials.eng.cam.ac.uk/mpsite/interactive_charts/.
[6] "NAICS 2012 - 442210 - Floor Covering Stores". 2016. Www23.Statcan.Gc.Ca. Accessed
October 23 2016.
http://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVD&TVD=118464&CVD=118471&C
PV=442210&CST=01012012&CLV=5&MLV=5.
[7] naics@census.gov, SSSD. 2016. "Frequently Asked Questions (Faqs) - NAICS - US Census
Bureau".Census.Gov. Accessed October 23 2016.
https://www.census.gov/eos/www/naics/faqs/faqs.html.
[8] "Red & White Oak". 2016. Canfloor.Com. Accessed October 23 2016.
http://www.canfloor.com/specials/Solid-Hardwood/red-white-oak/.
[9] " A Buyers Guide To Custom Home Flooring Types | Visual.Ly". 2016.Visual.Ly. Accessed
October 23 2016. http://visual.ly/buyers-guide-custom-home-flooring-types.
[10] "Why Choose Wood Floors". 2016.Thehardwoodcompany.Com. Accessed October 23 2016.
http://www.thehardwoodcompany.com/floor-whywood.htm.