Steel Industry in Thailand

Topics: Marketing, Customer service, Customer Pages: 15 (5414 words) Published: February 15, 2010
Steel Industry in Thailand has various type of product. In this report, we mainly focus in “Metal Sheet 0r Roof” industry. There are 4 companies that we have chosen which are Permsin Steel Work Co. Ltd.,

Munkong Steel Company,
Thai Syncon and Supplies Co. Ltd. and
SV Metal World Company.
We have got a high cooperation from these 4 interviewed companies. “Roof Steel” industry has high in competitive atmosphere due to the low of competitive rivalry. There are 3 levels that can measure the size of each company and the position in the market 1. Revenue more than 1,000-2,000 million Baht about 3-5 companies 2. Revenue around 100-600 million Baht about 10 companies 3. Revenue less than 100 million Baht and has about over 100 companies. Also, the product is similarly. There only a few thing that make them different from each other’s e.g. delivery. Therefore, they compete with each other in many ways such as price competition, quality of product competition. To survive in the industry, all the companies have to be adaptable and keep improving both internal and external company. Moreover, to satisfy customer need is also being one of the key factors to success because the marketing is changing overtime. Also, to get the customers loyalty and make them to do the re-purchase are very important to survive. Industry Profile1

The steel industry is a dynamic, innovative sector, which is constantly adapting and refining itself to become more competitive in the market. The industry does this by developing new, improved steel grades and production procedures that produce better and more cost-effective product lines for changing marketplace. Steel is a key material in promoting economic growth as it is critical in the creation of infrastructure, construction material, building, transport, machinery and consumer goods. Thai steel industry is very sensitive and plays an important role in the Thai economy, but in the year 2005, the decline of Thai economic has an effect to the steel industry as the following: After the declination of Thai economic, at the year 2007, Thailand's had decided to join the ASEAN member. After being one of the ASEAN members, it makes the export to 2.79 million tonnes, up from 2.3 million tonnes. And Thailand was the largest importer of iron and steel products from japan with total volume of 4 million tonnes in 2007. Thai steel market 2005-8, with an average steel consumption growth of 16% a year. The overall in past 3 years, the industry quite be affect by the economic crisis. The economic growth has decreased all industry to limit their expansion and investment which lead to less building in the asset. This made the overall industry stayed still not growth which made the industry could not expand and more in investment. For the steel roof for ordinary factory segment, the problems that the industry faced are the high price competitive due to the similar in the product. Also, another problem is the low entry barriers which can make other people who interested in the industry come in so easily. For the high –end used segment, the problem that industry has faced was fewer than ordinary factory segment because customer would focus more on the quality of the product than the price. However, this segment has limited in the number of customers due to the smaller number when compare with ordinary factory segment. {draw:rect} (All graphs are shown in appendix)

SV Metal World
SV Metal World Company was established in March 2009. The establishers are Mr. Sukrit N. and Mrs. VimolmasN. They both had been Managing director of Napoom Engineer Company, SV Electronic Company, Siam Color Sheet Company and Permsin Steel World Company Limited. Now, they are owners of SV Metal World Company and PJM Supply Company which do business in field of install NGV Gas for cars. SWOT Analysis

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