How Sapa can gain a leading position in the Spanish aluminum extruder industry
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- Spania 
In our study we have researched the possibilities for the aluminum extrusion company, Sapa, to attain a leading position. The background for this choice is that Sapa is a relatively new company which entered the Spanish market in 2013 through an acquisition by Hydro and Orkla in a 50/50 joint-venture, this meant an entire restructuring of the plants in Spain and a new brand name in the business. During the last two years they've had a significant downfall in revenues compared to before the joint-venture, now that the restructuring phase is over they want to focus their resources on raising profit margins, achieving a larger share of the market and gaining a vital position in the industry. There were several criteria to take into account before starting; price sensitivity due to high competitiveness in the industry, a strong ongoing price war between the extruders and one that made our task very interesting and complex was that there is no transparency in the Spanish market. • To achieve our task we started researching secondary sources, but came to the conclusion that there was a significant lack of available information about competitors, key figures and customers. Therefore we had to perform a series of qualitative interviews with industry experts, competitors and consumers within the relevant segments. • Based on our research and qualititative interview, we propose a focused differentiation strategy for three identified micro segments based on a benefits sought segmentation approach. A focused differentiation strategy implies a three-pronged marketing mix, one for each micro segment, to educate our customers (who are in the B2B market), increase awareness to existing and future clients while enhance the firms image to increase brand loyalty .
Bacheloroppgave i Internasjonal Markedsføring fra ESADE i Spania, 2016