Determination of Lucrative Markets for a Manufacturer of Paints and Coating

The opportunities of implementing the indicated growth strategy by increasing the penetration in the market of architectural coatings are under threat for Premium Color. The company has already used lots of opportunities to increase revenue in this market. These include developing a wide product portfolio in different price segments and entering the CIS markets. In addition, the coronavirus pandemic further complicates the task for the company due to the clearly negative impact on the purchasing power of the population and the fall in demand in construction. That is why finding opportunities to diversify revenue streams is one of the company's top priorities. At the same time, diversification by expanding the product portfolio and entering new markets for coatings is one of the most relevant solutions, given the relatively low potential for vertical integration in the industry and the similarity of production processes for different markets. Thus, the analysis of LCM markets in order to find attractive ones for the company is one of the most urgent strategic tasks facing Premium Color.