Tungsten Industry Marketing Strategy

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Tungsten Industry Business Plan

Beijing Minmetal Corporation

Table of Contents

Mission Statement ……………………………………………………………………1
Executive Summary…………………………………………………………………...1
Current market situation ………………………………………………………………1 Expanded description of the product………………………………………………1 Market Description ………………………………………………………………..2 Need Justification …………………………………………………………………2 Product UCMA ……………………………………………………………………3 Competitive Review ………………………………………………………………3 Distribution Channel Review …………………………………………………….4
SWOT Analysis ……………………………………………………………………...4 Strengths …………………………………………………………………………4 Weaknesses ………………………………………………………………………4 Opportunities …………………………………………………………………….4 Threats ……………………………………...……………………………………5
STEER Analysis …………………..…………………………………………………5 Socio-Cultural Impact …………………………..……………………………… 5 Technology Challenges ………………….………………………………………5 Ecological Requirements ………………………………………………………...6 Economic Potential for Sales ……………………………………………………6 Regulatory ……………………………………………………………………….6
Objectives & Issues ………………………………………………………………….7
Success Benchmarks ………………………………………………………………...7
Customer Service Organization …………………………………………………….. 7
Sales Projections of Product …………………………………………………………8 Best Case Scenario ………...…………………………………………………….8 Worst Case Scenario ……………………………………………………………..8
Appendix …………………………………………………….. ……………………..9
Reference …………………………………………………………………………….11

1. Mission Statement Mission: The global tungsten market is dominated by China.
2. Executive Summary • The supply and demand of most industrial minerals is cyclic and is influenced by many factors. • The rapid increase in demand in China and China government' Tungsten export restriction policy would tighten meterial availability to other markets. • Most application for Tungsten are relative mature, and it is difficult to identify major new uses. • With producers struggling to meet demand, global tungsten prices will continue to increase.
Current market situation
3. Expanded Description of the Product
In 2005 the International Union of Pure and Applied Chemistry decided to use the term tungsten instead of wolfram; but "W" remains the chemical symbol of the element.

Tungsten makes an important contribution, through its use in cemented carbide and high speed steel tools, to the achievement of high productivity levels in industries on which the world’s economic well-being depend. It is used in Lighting Technology, Electronics, Power Engineering, Coating and Joining Technology, the Automotive and Aerospace Industries, Medical Technology, the generation of High Temperatures, the Tooling Industry (as WC) and even in Sports and Jewellery.

In the household, tungsten is used in light bulbs, fluorescent tubes, “energy savers”, HID lamps, cell phones, television sets, magnetrons for microwave ovens and other electrical consumer products. It is used for wall drilling, tile cutting, circular knifes, and for the small balls of the ballpoint pen.

Market Description By in 2010, the breakdown of demand by region

http://www.itia.info/tungsten-primary-uses.htm

5. Need Justification

Power ratings are from a few watts to several thousand watts

6.Product UCMA • Non-renewable rare metal resource • Unique properties make it indispensable to our lives
Price:around 44.50 USD/kg

7. Competitive Review
Major competitor: Gold
Strengths of Gold: 1.Remarkable for its density and softness. 2.very good electrical conductivity.

Weaknesses of Gold: 1.The price of Gold is much higher 2.The gold deposit is too small

8. Distribution Channel Review
Directly from factory Sell products directly to end-users through websites and marketing
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