Medium density fibre (MDF) board is used in various applications in the building-, furniture- and casket industry. The market is shared by solid wood and other flat panels, such as particle board and plywood. The market in South Africa forms part of the global market. Therefore it is possible to import MDF. The demand for MDF is driven by the building industry, the Consumer Price Index (CPI) and the exchange rate. The CPI is an indication of the consumer’s willingness to purchase furniture or to invest in property with subsequent growth in the building industry. The 2002 market in SA is 500 000m3 for particle board and 110 000m3 for MDF. The imported boards during this same period were particle board 10 000m3 and 22 194m3 for MDF. The extrapolated expected imports for 2003 would be 12 362m3 and 35 045m3 for particle board and MDF respectively. According to the empirical study the market increase for particle board and MDF, for 2003, will be 18%. That means that the particle board market will increase to 590 000m3 and the MDF market to 130 000m3. The 2002 production capacity was 648 000m3 (particle board) and 155 000m3 for MDF. The Sonae factory in White River can produce either particle board or MDF and this influences the production capacities. According to various International databases the requirements for SA in 2020 will be 984 000m3 for particle board and 569 000m3 for MDF. Quick calculation show a shortfall of 414 000m3 for MDF in 2020 when compared to 2002 production capacity. First mover advantage will give the mover the major market share in SA. The demand will be there. All the above calculations have been done without taking the 2010 World Football event in SA into consideration. The question is – all the current players are almost on par to make it happen. The company with the burning desire to make it work will find the finance and will have the controlling market share.