Metso paper - marketing plan

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 theme structure................................................................................ p.2

1.3.1 Paper byplay 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 - grocery store 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 Metsos induce 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 achievement ...................................................................... p.18

3. B2B - Marketing strategy.................................................................. p.20

3.1 Mission.................................................................................... p.20

3.2 Tar total markets........................................................................ p.20

3.2 Marketing Mix............................................................................ p.22

3.2.1 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 partlying 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 sideline marketing plan gives a review about the writing 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 vexation field Metso

Paper. It shows a company profile, the company history in brief and some key

figures about Metso Paper.

In the second part...

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