Stelco Drive Nets Pounds 1.4m Orders; Marketing Effort Backed by WDA Included Focused Strategy for Targeting Potential Customers and Research into Future Trends

Article excerpt

Byline: Mark Anthony Kwateng

STEELMAKER Stelco Hardy has secured pounds 1.4m of additional business after a successful marketing drive.

The company, which has been based in Rhondda since 1947, is one of the UK's largest suppliers of stainless steel tubing to automotive exhaust system manufacturers.

Last year Stelco's managing director Brian Edy decided to launch a major marketing effort, including a focused strategy for targeting potential customers, and research into future trends in its marketplace.

Some 12 months and pounds 1.4m of new business later, the company has proven that it is not just media-savvy city centre retailers or service sector companies who can successfully market themselves.

To back its marketing drive Stelco enlisted the help of the Welsh Development Agency's Winning Business Programme.

The WDA's staff offered the company expert consultancy advice and support to help evaluate current sales and marketing processes, and assist with the planning and imple-menting the new, targeted s t ra t egy.

Two major new contracts Stelco has since won include a pounds 700,000 order for 400 tonnes of stainless steel components from exhaust maker UEES, and a similar deal worth pounds 750,000 from fellow exhaust company Tenneco.

Mr Edy said, ``We believe we've achieved a step change in our sales and marketing performance and the results are showing through.

``We have changed part of the company culture and we are now geared up to a much more pro-active and systematic approach to winning business. …