Precision Steel plc

Abstract

Brian Finn, the chief executive of Precision Steel (PS) was addressing the board of directors, following a meeting to discuss a recent report titled ‘Future Marketing Strategy Proposals’, completed on behalf of the company. In addition to the board, Bill Carey (a senior executive from the strategic unit within the group central services, who had been responsible for preparing the report) had also attended the final part of this meeting in order to answer any queries not addressed earlier.

Although there are a few, small aspects of the report on which we could take issue, it seems to me that Bill Carey has, by and large, reflected the marketing changes we have been expressing and given some sound guidelines on where we must place our future energies. The emphasis given to increasing our share in all segments of the customized sections market and the need to continue and expand the customer-orientation strategy with Gambert Fabrique, one of our key accounts, seems to have struck a chord with us all, both in terms of past trends and our feel for these markets. What we now have is a strategic framework to give context and direction. This will help us to replace the more short-term response philosophy we have been using in our marketing decisions. Thanks, Bill, we have found your work helpful, and I am sure it will prove to be a document to which we will refer many times in the future.