End-user and project customers – business expected to grow
Outokumpu's objective is to increase the relative share of end-user and project business to support the company's strategy of developing a more stable and profitable business model. By building on the Group's customer service, technical expertise, product development and international reach, Outokumpu is aiming to increase this share to more than half of Group sales. A number of initiatives are being implemented to achieve this objective.
Broadening the product mix
Outokumpu is broadening its product mix. In addition to production of austenitic and various special grades, ferritic (400 series) grades were introduced to the Group's product portfolio in 2009. Manganese (200 series) grades are also produced according to market demand.
Organisation
Outokumpu's end-user and project business is organised into five clusters of segments according to customer industry:
- Architectural, building and construction
- Transportation
- Catering and appliances
- Chemical, petrochemical and energy
- Process and resources
In addition to serving key account customers, a significant amount of segment effort is targeted towards developing new business. Each segment is managed by dedicated teams consisting of key account managers, application and product experts, R&D and supply chain specialists, as well as the Group's sales force in all the countries supplied by Outokumpu. Although Western Europe is Outokumpu's main market from a geographical perspective, the company is also seeking significant growth in China, Eastern Europe and India.
A key component in Outokumpu's end-user and project customer business is the service provided for all key accounts. Dedicated key account managers and their teams serve key accounts in a personalised manner, offering the Group's full product portfolio and tailor-made solutions to customers globally.