Question

Topic: Strategy

Define Your Biz. - Manufact. After Others Drawings

Posted by john.steinar on 12/19/2017 at 5:05 AM ET 500 Points
A steel manufacturing company, making all kind of big and small structures for Oil & Gas industry, land based industry etc. A few own products.

We are closing in defining "Who we are"; From suggestions as "welding steel items" to
We deliver "Manufacturing expertise".

When we have a few products we can deliver, but mainly we manufacture "constructions" for other companies (that thay engineer and make drawings to).

People want to buy from specialists, not generalists.
Without excluding some of our products and services, how could we be a "specialist" in multiple "niches"?

How do you "define" this business? Especially if targeting multiple customer groups.

John


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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/19/2017 at 11:14 AM Accepted
    Do you have any special expertise that distinguishes you from your competition?
  • Posted by Peter (henna gaijin) on 12/19/2017 at 12:18 PM Accepted
    It sounds like your specialty is steel construction. You do make specialized products based on other's drawings.

    Are you also looking to be the specialists in the designs (to be making your own drawings)? Is that something you guys can do as a specialist? Do you have the right people with right certifications, training, expertise to really do this as a specialist? If not, then that is a change from what you are now. Not necessarily bad, but it doesn't sound like who you are right now.

    Not saying this wouldn't a good place for you to expand into, but that you likely aren't a specialist in this now. Make sure you have a clear picture of who you are now before you decide on who you want to be later.
  • Posted by mgoodman on 12/19/2017 at 5:14 PM Accepted
    [High-Performance] Steel Construction
  • Posted by Mike Steffes on 12/20/2017 at 9:51 AM Accepted
    "How do you "define" this business? Especially if targeting multiple customer groups."
    You may have to emphasize the fact that you have multiple internal groups of specialists. There is nothing saying that some of your people can't be members of more than one internal group.
  • Posted by Chris Blackman on 1/22/2018 at 7:24 PM Accepted
    Sounds like you are a custom steel fabricator to me. What more can you tell us about the range and breadth of what you do?
  • Posted by Shelley Ryan on 1/23/2018 at 5:11 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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