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Global marketing strategies for iron and steel industry

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20 pages
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  1. Marketing mix of global marketing
  2. People
  3. Planning
  4. Product (or service)
  5. Positioning
  6. Pricing
  7. Place
  8. Promotion
  9. Developing marketing strategies
  10. Production process
    1. Developing an international marketing strategy
    2. Developing an international marketing plan
    3. Major decision in international marketing
    4. Deciding on the international entry mode
    5. Indirect exporting
    6. Direct exporting
    7. Licensing
    8. Franchising
  11. Joint ventures
  12. Wholly owned subsidiaries
  13. Strategic alliances
  14. Deciding which markets top enter
  15. Analysis of steel industry
    1. Global scenario
    2. World's top ten steel exporting countries
    3. SWOT analysis of the world steel industry
  16. Iindia China trade
    1. Exports from India to China
  17. Conclusions

Marketing planning helps you decide what products or services are required in your market, then how to sell them and what price to put on them.

There are two primary methods of making steel, differing in terms of the process and raw materials used: the blast furnace route (BF) and the electric arc furnace (EAF) route. In the BF process, the iron is first reduced with coke in a blast furnace and then refined to produce molten steel; while in the EAF process a mix of scrap and sponge iron is melted using electricity in an electric furnace to produce long and flat products.

Stainless steel is gaining recognition and it is considered as the friendly and sustainable material because of its corrosive resistance and for its easy to clean / hygienic surfaces. Its versatility, durability and its supraliminal quality makes stainless steel the exceptional material of a choice for the new millennium. Initially stainless steel found its applicability in cutlery and gradually into textile, chemical and other engineering industries. Today its application has created wonders in the Architecture, Building and Construction (ABC) and Automobile, Railways and Transportation (ART).

Stainless steel usage in the building and construction sector would increase in the coming years. If the potential of the market is fully realized in terms of the prospective end use sectors mentioned above along with the continuing growth of the utensil market, the future growth rate of stainless steel can even be higher than witnessed in the last decade.

China's steel sector has been following an upward trend, with sale of steel product reaching its highest levels in recent years. Increased imports and decreased exports have combined to bring great pressure to bear upon china's steel market. The Antidumping Measure taken by the United States against China HR Plates has seriously helped up China's export.

In china the volatile Nickel price create uncertainty in the stainless steel market. China's Metal Sector has been enjoying a period of astonishing growth. Trend of production and consumption are further elaborated with respect to category of products like cold rolled flat, bars, wire rods and pipes. Stainless steel world has a department specialized in research and intelligence to help meet the market's increasing need for the resolution of complex technological and informational problem.

[...] Developing Marketing Strategies Positioning and differentiating the market offerings through the product lifecycle Developing new market offerings Designing global market offerings This study will also be conducted to gain knowledge about the potential strength of Stainless Steel exports of China. In the next step, the environmental analysis of China is done. The environments selected included macro-micro economic environment, legal environment, social environment, and business environment, of China. The continuous emphasis is to given on new technology/process/products developed, productivity improvement, quality improvement. [...]


[...] Do the initial fee and continuing fees (or product mark up) represent good value for money? Do the on-going fees (or product mark up) still leave the product or service competitive in the market place and provide sufficient profit for the franchiser and franchisee to make the business worthwhile? Have the franchiser sufficient financial and management resources to do what they say they will do to make your business succeed? Are they fair and ethical in their business conduct? Are they a member of the British Franchise Association, whose members are required to abide by a code of business practice? [...]


[...] Some examples of the bases of alliances are(Frank Bradley and Michael Gannon, 2000): Technology swaps R&D exchanges Distribution relationships Marketing relationships Manufacturer supplier relationships Cross-licensing There are a number of driving forces for the formation and operation of strategic alliances. Insufficient resources: the central argument is that no organization alone has sufficient resources to realize the full global potential of its existing and particularly its new products, competitors will exploit the opportunities which arise and become stronger. In order to remain competitive, powerful and independent companies need to cooperate. [...]

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