A marketing study and draft strategy for a company in the steel parts industry

1
A marketing study and draft strategy for a
company in the steel parts industry

• http//sites.google.com/site/mariawozniak2/epsproj
  ect
• Robert Blazlak, PhD r.blazlak_at_gmail.com
• Maria Wozniak-Malczewska, PhD wozniak_at_op.pl
• Department of Innovation and Marketing
• Technical University of Lodz
• Lodz, Poland

2
The Project Coordinators

• Maria Wozniak-Malczewska, PhD
• Web site http//sites.google.com/site/mariawoznia
  k2/epsproject
• E-mail wozniak_at_op.pl
• contact hours
• Tue 1030-12 (IFE, teachers room)

3
The Project Coordinators

• Robert Blazlak, PhD
• Web site
• http//sites.google.com/site/rblazlak/
• E-mail r.blazlak_at_gmail.com
• contact hours
• Wednesday 14-16 Lodex room 237
• Thursday 12-14 Lodex room 237

4

• Project background
• Marketing after the recession
• Industry choice
• The company
• Student activities
• Conclusions

5
Background 1/2

• 2008 - project was greatly appreciated by the
  cooperating company as it enabled certain changes
  in their PR strategy
• 2009 - project enabled the company to find two
  new clients

6
Background 2/2

• 2010 - project enabled the company to start
  creating a potential client database and change
  their website
• Tp-konepajat Polska Sp. z o. o. asked to
  cooperate with another EPS group

7
Marketing

• Role of marketing is obvious for consumer
  products
• Marketing is also necessary for B2B
• The global recession tested the effectiveness of
  businesses
• many went bankrupt
• others seem to be doing quite well

8
The steel industry

• Industrial revolution
• Essential for economic progress
• European Steel and Coal Community ? European
  Union
• China
• Does it need marketing ?

9
The company

Finland Poland Estonia
Russia
TP Industrial services
TP Mechanical engineering
10
Student activities

• Deepen knowledge in the scope of marketing
• Find up-to-date information about the present
  situation of the steel industry
• Company visits interviews with employees, using
  the companys infrastructure

11
Student activities

• Further develop the existing client database
  (created by a previous EPS group)
• Develop a (key customers) CRM based marketing
  strategy for the company
• Consult ideas with the company

12
Conclusions

• Project requires
• acquiring theory connected with marketing
• open minds and creativity to plan activities

13
A marketing study and draft strategy for a
company in the steel parts industry

• http//sites.google.com/site/mariawozniak2/epsproj
  ect
• Robert Blazlak, PhD r.blazlak_at_gmail.com
• Maria Wozniak-Malczewska, PhD wozniak_at_op.pl
• Department of Innovation and Marketing
• Technical University of Lodz
• Lodz, Poland