Strategic Management of the Steel Plate Business Marketing toward the Maximum Success

Abstract

           The objectives of this study were: (1) to investigate the success of the steel plate business marketing strategy of Wilasathai Steel Sheet Co.Ltd.; and (2) to ascertain the factors favorable to the success of the steel plate business marketing strategy. The study was qualitative in nature. 20 key informants comprised the sample of the study. All the key informants had deep knowledge and understanding of the steel plate businesses. They included the following persons: chief executive of Wilasathai Steel Sheet Company; the production staff of the company; the procurement staff; and some customers. The collected data were analyzed by means of descriptive interpretation. The data analysis cast light on the following facts: the company had a fresh vision; the manager was a knowledgeable, effective, well – rounded person; the manager gained insights into the business of producing and selling tin plates, chromium coated steel sheets, and plastic coated steel sheets; and the manger of the company made all possible efforts to improve the quality of the products to meet the customers’ needs and to keep up with the fast pace of business changes of today’s world. With regard to the factors conducive to the success of the company, the maximum success of the company was attributable to the four strategies: (1) Price. The price of the products was lower than the price of the competitors’ products. (2) Location. Distribution channels of products and the quality standard of products were comparable with Japanese products. (3) Promotion. The company had the superb marketing plan, improved the quality of products and service delivery on a regular basis. (4) Products. Raw materials of high quality were used for the production of the company’s products. For instance, rolled steel sheets, tin plates, and chromium coated steel sheets were used as the raw materials for the production.