Corus Construction

Client
Corus is an international metal company providing steel and aluminium products and services to customers worldwide. With an annual turnover of £9 billion and major operating facilities in the UK, the Netherlands, Germany, France, Norway and Belgium, Corus employs about 48,000 people in over 40 countries.

Business focus
Corus wanted to increase market penetration in the construction industry, and asked UffindellWest to develop a marketing strategy.

Our solution
We identified the opportunity to develop a marketing strategy for the construction sector, which highlighted opportunities for improved market focus, increased penetration and higher sales volume. We also saw the opportunity to develop innovation with regards to co-ordinating activity across businesses and products and shifting marketing activity up the supply chain. This meant targeting end users and decision makers. To achieve this we undertook the following:

• developed strategic framework for opportunities
• analysed market trends and competitor activity
• conducted market segmentation and customer mapping
• undertook research with current and potential customers
• agreed clear measurement and evaluation criteria for strategy
• facilitated business unit workshops to develop team mentality
• an understanding of strengths and market opportunities
• identified and actioned innovation initiatives.

Results for Corus
The work we conducted allowed us to move ahead to a clear brand positioning and achieved the following results for Corus:

• business united under a single, compelling proposition to the construction industry
• shifted business mentality from a volume manufacturing focus to a customer and market focus
• gained buy-in, commitment and support from 17 autonomous international business units, some cynical towards change
• developed a cohesive strategy that enabled businesses to work profitably together
• provided new focus and impetus for central marketing function
• business units engaged with strategy and aligned to goals.