Case Study Steelco
Case Analysis of Marketing
The so-called I-beams are a standard element in modern construction used to build e.g. bridges, stadiums and super high-rise buildings. The I-beam market can be further segmented into small size beams up to 14-inches, in which a number of firms are active and a kind of perfect competition is taking place. As for the 14-inch to 24-inch range only Steelco and USX remain in an oligopoly. Above 24-inches though, USX holds a monopoly. Looking at the steel wide-flange beams in the US as a whole, one can see that Steelco and USX are the two major oligopolists. With Steelco pushing into the large range sector, ideally it can gain a …show more content…
Although some information given to fabricators can be useful to the extent that they can prepare for the new large size beams, it is the constructor that needs to be awed by the possibilities and advantages of the product since it is absolutely new to the market with no demand. Therefore, it is reasonable to send out some general information via email or some Steelco representatives to fabricators, but focus on end-customers’ (i.e.