Marketing Strategies in Industrial Marketing: A Framework Applied to a Steel Producer

Discusses marketing strategy of a future steelworks and its product choice by use of a theoretical framework based on the nature of relationship between sellers and customers. Identifies certain key factors which must be incorporated in strategy development to enable competitive strength to the seller. Describes marketing as a competitive strategy problem — it is a question of the seller dividing its resources in an optimal way between a number of competitive means. Proposes that buying firms often develop relationships with a limited number of suppliers — these are then utilised in various ways. States that industrial marketing is primarily a technological and organisational problem. Says that the research project was the result of collaboration between researchers in the technical, social and economics fields with the aim to create a business entity to establish a secure position in the steel market. Further discusses in depth the strategies involved. Summarises that a theoretical framework for marketing strategies in industry has been presented and illustrated through a case about a future steelworks — though similar frameworks have been used in existing companies — test results have been promising.