Marketing consultancy for flat products plant

Location: Middle East

A well established long products producer wished to diversify into the manufacture of flat steels. It needed to formulate a market strategy in order to identify the products to be manufactured and the level of demand and to convince potential providers of capital of the viability of investment in new facilities.

First, Corus Consulting carried out a strategic market study to provide an appraisal of the overall domestic market for flat products and to establish the opportunity for entry in terms of product range and potential sales volumes. On the basis of the proposed market strategy, a technical feasibility study was carried out by Corus Consulting leading to the successful raising of capital for a new flat steels project.

Corus Consulting then undertook a rigorous study of the hot rolled products market in order to establish in detail the requirements of domestic steel consumers regarding product specifications, service and distribution. Subsequently, engineering consultancy services during implementation of the flat steels project were also undertaken.

The company recognised that it required assistance in the sales and marketing of flat steels to ensure that successful entry and adequate share of the highly competitive market was achieved. As a result, Corus Consulting was commissioned to provide a comprehensive package of implementation assistance prior to start-up of the new plant. This programme took place over a period of one year and covered such aspects as formulation of sales and pricing policies; determination of an appropriate sales organisation and sales planning procedures; advice and assistance in procurement of IT systems, and feasibility studies of proposed service centres.