• The global market for windows and doors was estimated to be more than $190 billion in 2017. The market is expected to grow at an annual rate of 3.5% between 2018 and 2024.
• The report by Global Market Insights further predicts that the market will exceed $260 billion by 2024. During the period, the North American market will grow at an annual rate of more than 3.4%.
• Growth in the windows and doors market will be driven by growth in the construction industry especially residential and commercial buildings. In addition, increased government spending in the development of non-residential and residential buildings is fueling growth in the windows and doors market.
• Other factors driving growth include increasing disposable income, lowering of interest rates and taxes, calls for improved security, and the introduction of innovative unlocking options.

Residential and Commercial Segments

• The residential windows and doors market will make up over 60% of market share by 2024. The residential section will be valued at over $140 billion by 2024.
• The global commercial windows and doors market sector is growing at the rate of over 3.5% up to 2024. This sector accounted for more than 35% of the whole industry in 2017.
• Growth in the commercial windows and doors market is mainly driven by growth in the construction of hotels and restaurants thanks to the expansion in the tourism industry.
• In terms of materials used, the wood windows and doors market was estimated to be over $60 billion in 2017. This sector is mainly driven by demand for superior mechanical properties and innovative designs, patterns, and laminates.
• Moreover, there is a high demand for design versatility and aesthetic looks, especially in exterior applications. Increase in consumer preference for luxury and naturally finished wood products is also causing demand for windows and doors to go up.
• The uPVC windows and doors sub-sector accounted for over 50% of the market share in 2017. This sector is expected to maintain the upward surge at the rate of more than 4% up to 2024.
• The uPVC market is mainly being driven by high demand for lightweight, low cost, and energy efficient products. In addition, uPVC doors and windows are durable and cheap to maintain, a factor that is further fueling demand.

Asia and Europe

• The Asia Pacific region is expected to register demand of more than 750 million units by 2024. This demand will mainly be driven by rapid urbanization that is driving up demand for residential and commercial buildings.
• Governments in Asia are also coming up with favorable policies and regulations as well as increasing investment in residential and commercial buildings.
• Growth in India's residential sector, increasing disposable income and rising population will see the country's share go up. The Indian real estate market is projected to reach $180 billion by 2020.
• On the other hand, the European market is expected to witness growth of over 2.5% up to 2024.
• This growth will mainly be driven by increase in government spending in infrastructure development as well as growth in the tourism industry especially in the UK, Germany, and Spain.

Key Players

• Key players in the industry include Andersen Corporation, Pella Corporation, Eurocell Company, Reynaers Aluminum Company, Atrium, and YKK Corporation.

Research Strategy

Dynamic Architectural

• The target audience of Dynamic Architectural Windows and Doors are both commercial and residential clients in North America looking for custom, high end "luxury home" windows and doors that are both visually pleasing and high performing.
• They service a customer niche of those looking for fully custom windows, especially for restoration and custom homes.
• They also attract customers that want to avoid the middleman and work directly with the window engineers to design the perfect windows for their custom project and have clear, direct communication throughout the process.

• Dynamic Architectural Windows and Doors relies on their affiliates and professional product managers to recommend their brand to clients. After searching on multiple advertising databases, as well as reviewing their website and social media pages for official advertisements, it was concluded that Dynamic Architectural focuses on word-of-mouth and professional recommendations for the majority of their sales.
• Dynamic Architectural Windows and Doors does have a presence on multiple social media sites including Facebook, Twitter, and Instagram. However, they do not regularly post on these sites, with their most recent posts dated July 2019.
• They do post regularly on LinkedIn, with their latest post being three days ago.
• When they do post on social media sites, they seem to focus on videos, photos and links to articles about projects they have completed.
• The messages in these posts are generally very simple, highlighting the name of the project, the architect or firm involved, and providing a basic name or description of the Dynamic Architectural product utilized.
• They do make use of relevant hashtags that again highlight the type of product and architect, but also use more general terms such as "renovation" or the location of the product (for example, "Brooklyn").
• We did find evidence that Dynamic Architectural Windows and Doors worked with POHL Strategic Marketing Agency to revise their website, however, it seems that this was back in 2014.

Arcadia Inc.

•  Arcadia, Inc. works exclusively with architects, designers, and engineers to supply steel framing for windows, doors, entrances, curtain walls and interior framing projects. They focus on supplying highly rated, energy efficient products using cutting-edge technologies.

• After an in-depth search, it was concluded that Arcadia, Inc does not focus on traditional advertising campaigns online, in-print, or on TV. Instead, they focus on their reputation and involvement in "architectural, design and engineering communities" to gain leads.
• They do have a presence on Facebook, Instagram, LinkedIn, and Twitter, however, they appear to post infrequently, less than once per month.
• In their social media, they utilize simple messaging highlighting the project name, the Arcadia product utilized, and providing some details about the product. They also make use of hashtags that are more broad, including basic terms like "doors", "architecture" and "americanmade".
• Arcadia, Inc also seems to utilize their website for quite a bit of marketing, including multiple in-depth case studies and lots of industry resources, apparently to attract architects and others in the design business that they would sell to.

Fleetwood

• Fleetwood focuses on providing modern, custom designed products for "elite, luxury" homes. They specialize in oceanfront locations and extreme conditions. They sell directly to both professionals and homeowners through a network of dealers. 

• After a thorough search, it was determined that Fleetwood focuses on word-of-mouth, their dealers, and their social media presence to bring in sales.
• Their company message is "The Little Things", which describes how they focus on all aspects of the design, product and installation to provide a luxurious, customized and seamless experience.
• They have a significant presence on social media including Facebook, Instagram, and Twitter, where they post once every few days.
• On social media, they use minimalist messaging simply highlighting an artistic description of the project, the architects/designers involved, and the photographer.
• They also use broad hashtags like "builditbetter", "luxury", and "modern."
• Their website seems optimized for sales with many videos and a full product catalog.

Research Strategy

Weiland

Target Audience

• Weiland target customers who are interested in sliding, swinging, folding, and pivot doors and windows all made of either aluminum, wood, or a combination of both materials.

Core Messaging

• Weiland prides itself as a provider of "seamless transitions and outstanding performance" doors built with top quality materials and craftsmanship for over 30 years.
• Weiland only utilizes its home page to communicate its marketing message to its target audience. They have not been involved in any marketing campaign over the last 24 months.
• There have not been any campaign posted on its website, Facebook, LinkedIn, or YouTube pages.

Riviera Bronze

Target Audience

• Riviera Bronze targets customers who are interested in doors and windows made with steel and bronze. 

Core Messaging

• The company brands itself as the "world's premier designer and manufacturer of custom steel doors and steel windows."
• They only utilize its home page to communicate its marketing message to its target audience. They have not been involved in any marketing campaign over the last 24 months.
• There have not been any campaign posted on its Facebook, LinkedIn, Instagram, or YouTube pages.
• However, over the past 24 months, Riviera Bronze has participated in one exhibition program — the 2018 Architectural Digest Design Show in New York City.

Research Strategy

Tischler Target Audience

• Tischler describes itself as a German company focusing on custom-created windows and doors. It does not explicitly identify its target audience, but its emphasis on custom creations indicate that it has an upscale clientele.

Tischler Core Messaging

• Research indicates that Tischler has not recently used direct marketing and promotions (e.g., press releases, interviews, formal marketing campaigns).
• Tischler's only recent self-driven marketing comes from its social media profiles. It has a Facebook page, although it ceased to provide updates in 2016. Its recent social media outreach has come via its Instagram page (perhaps because it offers a more visual medium), which contains photos of its windows from creation to installation to finished product.
• One form of messaging comes through association with other companies, such as referencing associated luxury architecture firms that have chosen to install Tischler products.
• Tischler also humanizes the company by providing details on its leadership's involvement in the community, including sponsorships of major industry events and involvement in luxury/architecture community activities.
• Tischler is also often mentioned in aspirational housing profiles, such as in Pursuitist's Daily Dream Home feature and other news  sources highlighting top-notch local architecture.

Loewen Target Audience

• Loewen directly refers to itself as an "inspirational" and "luxury" purveyor, making it clear that its target audience is an upscale clientele.
• Loewen's past print advertising campaigns stated that its target audience is both high-end architects and end users of high-end architectural products.

Loewen Core Messaging

• Loewen does not appear to have engaged in any explicit marketing campaigns like the aforementioned print advertisements since 2016.
• Instead, Loewen has increased its social media output, posting across Facebook, Twitter, LinkedIn, and Instagram at least once per day -- a technique that has been hailed as a wise use of outreach efforts by an industry expert. It uses these channels to highlight the same building progress photos, employee spotlights, and collaborations that Tischler emphasizes.
• Loewen also employs a more active approach to self-promotion, with a prominent feature demonstrating its recent news mentions and collaborations in a dedicated section of its website, which it then highlights in its aforementioned social media outlets.

RESEARCH STRATEGIES