1.1 Definition and scope of the study
The painting market covers all work carried out with paint by companies in the construction sector. It is essentially different from industrial painting, which takes place in a workshop and consists of the direct application of paint to an equipment/object. There are two types of companies operating in this market:
- Generalist painters who work exclusively for private individuals;
- Specialized painters who work either in works of art, renovation of historical buildings, or public works.
The market for painting work affects both individuals and professionals. It is possible to paint both the interior and exterior of a building, although exterior painting is more complicated and more expensive, as it must take into account external factors such as the weather and wind. 500 million liters of paint are used every year in Italy.
The sales market, like the service market, is highly fragmented, with more than 600 companies producing and marketing paint for construction work. The market is growing slightly, but it is extremely competitive and territorially fragmented, even though it is well concentrated in terms of production.
ANALYSIS OF THE DEMAND
ANALYSIS OF THE OFFER
POSITIONING OF THE ACTORS
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