For the world market leader in a subsegment of the premium steel market, we have identified new business areas and derived a marketing, marketing and sales strategy.
Initial situation and objectives
- World market leader in a subsegment of the premium steel market
- Most of the market revenue is generated in one market segment
- Other business areas are less important for the business
- Target: To set up a new business field outside the premium steel market
Approach
- Identification of core competencies along the existing value chain
- Identification and analysis of relevant markets with a connection to the core business (technologies / capabilities, markets / regions, value-added elements)
- Assessment and prioritization of relevant market segments
- Development of basic points of the market development strategy including make- or buy alternatives
- Derivation of the corresponding marketing and sales strategy
Results
- Strategic framework is available
- Target market are defined
- Time and action plan for the execution is implemented