Contents
List of abbreviations III
Executive Summary IV
1. Introduction..................................................................................... p.1
1.1 Company profile........................................................................................ p.1
1.2 Company history in brief........................................................................... p.2
1.3 Metso Paper structure................................................................................ p.2
1.3.1 Paper Business Line................................................................................ p.3
1.3.2 Board Business Line............................................................................... p.3
1.3.3 Tissue Business Line.............................................................................. p.4
1.3.4 Fibre Business Line................................................................................ p.4
2. Situational analysis.............................................................................. p.5
2.1 Paper machines - Market summary........................................................... p.5
2.1.1 Market Needs................................................................................... p.6
2.1.2 Market Trends.................................................................................. p.6
2.1.3 Market Growth.............................................................................p.7
2.2 Porters Five Forces.................................................................. p.8
2.3 SWOT analysis ............................................................................. p.9
2.3.1 Strengths................................................................................................. p.9
2.3.2 Weakness................................................................................................ p.9
2.3.3 Opportunities.......................................................................................... p.9
2.3.4 Threats.....................................................................................................p.10
2.4 Competition ........................ ............................................... p.11
2.4.1 Saimatec................................................................................................. p.11
2.4.2 Voith Paper............................................................................................ p.12
2.4.3 Metso's own competition position ................................................... p.13
2.4.4 Financial figures in 2004....................................................................... p.13
2.5 Product offered...................................................................... p.14
2.6 Production............................................................................. p.16
2.7 Keys to success ...................................................................... p.18
3. B2B - Marketing strategy.................................................................. p.20
3.1 Mission.................................................................................... p.20
3.2 Target markets........................................................................ p.20
3.2 Marketing Mix............................................................................ p.22
English: Metso Corporation Português: Metso Corpo...
English: Track for Metso Paper and Savela Power pl...
Metso tampere3.2.1 Product.............................................................................. p.22
3.2.2 Price................................................................................. p.22
3.2.3 Place...................................................................... ........... p.23
3.2.4 Promotion........................................................................... p.23
4. Financials....................................................................................... p.24
4.1 Sales Forecast............................................................................. p.24
4.2 Calculation of contribution margin........................................................ p.24
4.3 Expense Forecast...................................................................... p.25
4.4 Marketing expense budget............................................................... p.25
5. Implementations............................................................................... p.26
5.1 Controls................................................................................ p.26
5.2 Marketing organisation............................................................................... p.26
Literature and Sources V
Appendix VI
List of abbreviations
AEX Euronext Amsterdam (stock exchange)
B2B Business-to-Business
Corp. Corporations
EU European Union
EUR Euro
q.v. quod vide
R&D Research and development
ROI Return on investment
TBE The Benchmarking Exchange
III
Executive Summary
The following marketing plan gives a review about the paper industry company
Metso Paper. Furthermore we focus on the Business-to-Business relationship
Metso has with its customers and partners. The first part of the available report
contains a brief introduction about the Metso Corp. and its business field Metso
Paper. It shows a company profile, the company history in brief and some key
figures about Metso...