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 Paper. In the second part we analyse the actual situation and give an overview about the paper machine market, the competition and the product we want to offer. Furthermore this part contains Porters Five Forces, a SWOT analysis, gives keys to success and information about the production process. The B2B - Marketing strategy is the third part of this report and show the mission, target markets and the marketing mix for our product – paper machines. In the fourth part we explain the financing of our marketing plan and show a sales forecast, calculation of contribution margin, expense forecast and the marketing expense budget. With the fifth part we give an overview about the controls and how we organise all the marketing actions.
Table of Contents
1. Introduction
1.1 Company profile
1.2 Company history in brief
1.3 Metso Paper structure
1.3.1 Paper Business Line
1.3.2 Board Business Line
1.3.3 Tissue Business Line
1.3.4 Fibre Business Line
2. Situational analysis
2.1 Paper machines - Market summary
2.1.1 Market Needs
2.1.2 Market Trends
2.1.3 Market Growth
2.2 Porters Five Forces
2.3 SWOT analysis
2.3.1 Strengths
2.3.2 Weakness
2.3.3 Opportunities
2.3.4 Threats
2.4 Competition
2.4.1 Saimatec
2.4.2 Voith Paper
2.4.3 Metso’s own competition position
2.4.4 Financial figures in 2004
2.5 Product offered
2.6 Production
2.7 Keys to success
3. B2B – Marketing strategy
3.1 Mission
3.2 Target markets
3.2 Marketing Mix
3.2.1 Product
3.2.2 Price
3.2.3 Place
3.2.4 Promotion
4. Financials
4.1 Sales Forecast
4.2 Calculation of contribution margin
4.3 Expense Forecast
4.4 Marketing expense budget
5. Implementations
5.1 Controls
5.2 Marketing organisation
Research Objective and Key Topics
This report presents a comprehensive B2B marketing plan for Metso Paper, specifically focusing on the launch and positioning of the innovative "Onesider" wrapping machine. The primary objective is to evaluate the market situation, identify strategic competitive advantages, and outline an effective implementation strategy that leverages Metso's technological expertise and global reach to capture market share in the pulp and paper industry.
- Market landscape analysis of the global paper machine industry.
- Strategic assessment of Metso Paper using Porter’s Five Forces and SWOT analysis.
- Competitive benchmarking against key players such as Voith Paper and Saimatec.
- Marketing mix strategies tailored for the B2B sector.
- Financial forecasting and implementation controls for the Onesider product line.
Excerpt from the Book
The innovation of Onesider
The latest member of StreamLine product family is the new innovative Onesider. It is a space saving roll wrapping solution that not only offers efficient floor space usage (one full column length or even more in total floor space) but also other truly measurable benefits too. The Onesider adds new dimension to Metso Paper’s OptiStream solutions with full integration of wrapping and winding.
The innovation of Onesider is the space saving solution; the unique “one-sided” design. The new design makes replenishment of wrapping consumables easier than ever. It takes compactness to new heights and radically changes the finishing room layout by relocating all wrapping equipment and consumables on a one side of the wrap line enabling the machine to be located very close to the winder deck. The “one-sided design also gives the operator an excellent view of the roll flow. (q.v. Figure 9 at Appendix)
Summary of Chapters
1. Introduction: Provides an overview of Metso Corporation, its business structure, and the specific focus on Metso Paper and the Onesider product.
2. Situational analysis: Examines the global paper machine market, competition, market trends, and internal strengths and weaknesses through SWOT and Porter's Five Forces.
3. B2B – Marketing strategy: Details the corporate mission and defines a targeted marketing mix for the Onesider machine within a B2B context.
4. Financials: Offers sales forecasts, contribution margin calculations, and expense projections for the StreamLine wrapping systems.
5. Implementations: Discusses the mechanisms for monitoring sales performance and the organizational structure of Metso's marketing department.
Keywords
B2B Marketing, Metso Paper, Onesider, StreamLine, Paper Machines, Wrapping Solutions, Market Analysis, Competitive Strategy, SWOT Analysis, Lifecycle Solutions, Pulp and Paper Industry, Product Innovation, Financial Forecasting.
Frequently Asked Questions
What is the core focus of this marketing plan?
This report serves as a detailed B2B marketing strategy for Metso Paper, centered on the strategic launch and market positioning of their "Onesider" roll wrapping machine.
What are the primary target segments for Metso Paper?
The target segments consist of pulp, paper, board, and tissue producers on a global scale, with a strong presence in Europe, North America, and growing markets in Asia.
What is the main objective regarding the Onesider machine?
The goal is to establish the Onesider as a superior, space-saving alternative to traditional wrapping machines by leveraging its unique one-sided design and full integration with winder operations.
Which scientific or analytical models are employed in this study?
The study utilizes the Porter’s Five Forces model to assess market attractiveness and a SWOT analysis to identify internal strengths, weaknesses, and external opportunities and threats.
What does the main body of the report cover?
The report covers the current market environment, a competitive analysis against rivals like Voith Paper, the marketing mix (4Ps), financial projections, and implementation and control measures.
Which keywords characterize this report?
Key terms include B2B Marketing, Metso Paper, Onesider, StreamLine, Paper Machines, and Competitive Strategy.
How does the "one-sided" design provide a competitive advantage?
It allows for significant floor space savings, easier replenishment of consumables, and provides operators with a better view of the roll flow, differentiating it from traditional systems.
What does the financial analysis indicate about the product's launch?
It outlines an expected growth in sales of StreamLine machines through 2008, with a significant portion of revenue attributed to aftersales services once the product is established.
- Quote paper
- Diplom Betriebswirt (FH) Robert Borchel (Author), Noora Aivio (Author), Maria Arteche (Author), Elizabeth Skewes (Author), Buci Chan (Author), Markus Schiller (Author), 2005, Metso Paper - B2B Marketing Plan for StreamLine Onsider Wrapping Machine, Munich, GRIN Verlag, https://www.grin.com/document/39760
