Nucor Marketing

Nucor Corporation


Table of Contents
Chapter 1 Executive Summary Page 3
Chapter 2 Market Focus Page 4
Chapter 3 Human Resource Focus Page 7
Chapter 4 Management of the Market Mix Page 10
Chapter 5 Business Results Page 13
Appendix Page 16
References Page 19
Executive Summary
Nucor Corporation has been ranked by Business Week as number one in their list of top fifty performers of 2005.   How is it possible that the largest U.S. steel manufacturers and largest recycler in the United States, to outrank the likes of Dell, Yahoo! and Conoco Phillips, to soar to the head of the pack?
Nucor has origins in the auto manufacturing industry, and entered the steel business with the acquisition of the Vulcraft plant in South Carolina in 1962.   In 1988, Nucor transformed the American market by adapting German technology, and introduced the first flat-rolled mini-mill in the United States. This innovation made Nucor the envy of the steel industry, and established their value discipline as a market innovator through product leadership. Since that time, Nucor has maintained their product leadership by venturing into a variety of products such as cold finished steel and steel fasteners. The future of the steel industry, as far as Nucor is concerned, looks to be headed for strip casting, which will once again set the bar high, and put steel industry on alert that Nucor intends to stay on top.
The New Model for Consumer Relevancy indicates that the Hierarchy of Interaction should have a company dominate on one attribute, differentiate on one attribute and be on par on three attributes. In the case of Nucor, they most definitely dominate on their products. They differentiate on access, by locating their mills close to their customers, and are on par on price, service and experience.
When you apply the principles of the four primary management practices from "What Really Works" by Nohria, Joyce and Roberson, you find that Nucor fits in... [continues]

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