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Working paper

Case. Uraltrubmash' unique selling proposition: Increasing competitiveness in the Russian b2b market

Management. CASE - Reference no. 514-082-1. The Case Center, 2014. No. 514-082-1.
The case is focused on the main changes in marketing strategy of the 'Uraltrubmash' company which happened due to the implementation of new production technology in 2006. JSC 'Uraltrubmash' is a tube rolling plant, operating in the Russian market since 1994. Modernization of the plant and changes in production technologies allowed the company to offer unique selling proposition to its clients, to differentiate from competitors and find marketing niches in the Russian B2B market, as well as significantly improve the quality of customer service. In 2014, the company is Russia's largest manufacturer of precision tubes, with leading positions in several niche markets. The implementation of new production technology in 2006-2009 resulted in changing of many areas including the plant's marketing strategy and had positive impact on the image of the plant. The objective of the current marketing strategy of 'Uraltrubmash' is aimed at increasing the loyalty of existing customers, capturing new markets in Russia and entering European market. However, at the moment top management of the company is not satisfied with its marketing strategy, as up to now the plant was focused on improving product quality and optimising production processes, while marketing was viewed as a second priority and as a background function. The existing marketing strategy has to be changed as the company plans to enter European market.