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
- Contents
- List of abbreviations
- Executive Summary
- Introduction
- Company profile
- Company history in brief
- Metso Paper structure
- Paper Business Line
- Board Business Line
- Tissue Business Line
- Fibre Business Line
- Situational analysis
- Paper machines - Market summary
- Market Needs
- Market Trends
- Market Growth
- Porters Five Forces
- SWOT analysis
- Strengths
- Weakness
- Opportunities
- Threats
- Competition
- Saimatec
- Voith Paper
- Metso's own competition position
- Financial figures in 2004
- Product offered
- Production
- Keys to success
- B2B - Marketing strategy
- Mission
- Target markets
- Marketing Mix
- Product
- Price
- Place
- Promotion
- Financials
- Sales Forecast
- Calculation of contribution margin
- Expense Forecast
- Marketing expense budget
- Implementations
- Controls
- Marketing organisation
- Literature and Sources
- Appendix
- List of abbreviations
Objectives and Key Themes
The marketing plan aims to provide a comprehensive overview of Metso Paper, a leading provider of process industry machinery and systems. It focuses on the business-to-business relationship between Metso and its customers, particularly in the paper industry. The plan analyzes the market, competition, and product offering, and outlines a B2B marketing strategy with key objectives and a financial forecast.
- Market analysis of the paper machine industry
- Competitive analysis of Metso's position in the market
- Development of a B2B marketing strategy for Metso Paper
- Financial planning and forecasting for the marketing plan
- Implementation and organizational considerations for marketing activities
Chapter Summaries
The introduction presents an overview of Metso Corporation, highlighting its business areas and its position as a global supplier of process industry machinery and systems. It focuses specifically on Metso Paper, its product lines, and its market position within the paper industry.
The situational analysis chapter delves into the paper machine market, providing a summary of market needs, trends, and growth. It analyzes the competitive landscape, including key competitors like Saimatec and Voith Paper, and examines Metso's competitive position in the market. The chapter also includes a SWOT analysis of Metso Paper, outlining its strengths, weaknesses, opportunities, and threats.
The B2B marketing strategy chapter outlines the company's mission, target markets, and the key elements of the marketing mix, which includes product, price, place, and promotion. This chapter lays out the framework for Metso Paper's strategic approach to engaging its target customers.
The financials chapter details the financial planning and forecasting for the marketing plan. This includes a sales forecast, calculation of contribution margin, expense forecast, and a breakdown of the marketing expense budget.
The final chapter focuses on the implementation of the marketing plan, outlining the controls and organizational structure for executing the proposed strategies. This section emphasizes the practical aspects of putting the marketing plan into action.
Keywords
The key themes and topics explored in this marketing plan include the paper machine industry, B2B marketing, market analysis, SWOT analysis, competitive landscape, target markets, marketing mix, financial forecasting, and implementation strategies. The plan utilizes these keywords to develop a comprehensive approach to promoting Metso Paper's products and services.
- 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
