Marketing ManagementIndividual Assignment Case Study Sheffield Forgemasters InternationalMarketing Management

INDIVIDUAL ASSIGNMENT

Submitted By:

Aldi Kurniawan (C0324TJTJ0214)

Submitted To:

Mr. Geoff Lancester and Mr. Terry Johnson

Master of Business AdministrationLondon School of Commerce2014

Table of ContentsList of Figures3Introduction4Why is it so important for businesses like Sheffield Forgemasters to invest in R&D? Explain how R&D has enabled Sheffield Forgemasters to gain competitive advantage.5What policy guidelines can you suggest to Sheffield Forgemasters to ensure that it retains or improves its position in a very competitive market place?9Has Sheffield Forgemasters followed a product oriented approach or a market orientated approach. In your answer debate the pros and cons of each of these approaches.14Advise Sheffield Forgemasters on what continuous marketing research programme it should have in place in order to keep up to date with business trends and customer needs.18Conclusion22References24

List of Figures

Figure 1: Invention and Innovation....5Figure 2: Marketing Mix elements...11Figure 3: The Key components of Marketing positioning Strategy.12Figure 4: Different Product and Market Oriented14Figure 5: Example of Product and Market Oriented17Figure 6: Example of Market Research ...20

Introduction

Every company have to develop their own business in order to remain competitive in the global market. Business development itself is the functions of management in order to develop company business. To develop the company business, there is some function that company should focus not only about marketing development but also research and development, product development, financial support and management analysis.

Research and development is one of the functions that related to improve the ability of the company through the implementation of a series of research that aims to provide or obtain formulations and new ways are more effective for the company output research in the development of new or existing products, services or processes. One of the companies that really focus on Research and development function to gain competitive advantage is Sheffield Forgemasters International (SFIL). This company is one of the global market leaders that focus in a broad range of heavy steel forgings and steel castings as well as stocking steel ingot and bar.

This report will more focus about the importance for SFIL to invest on research and development to get competitive advantage, the policy guidelines that should applied by SFIL in order to improve its positions in very competitive market, which approach (product oriented approach and market oriented approached) should be taken by SFIL, and the marketing research program should had in place in order to keep up to date with business trends and customer needs.

Why is it so important for businesses like Sheffield Forgemasters to invest in R&D? Explain how R&D has enabled Sheffield Forgemasters to gain competitive advantage.Sheffield Forgemasters International is one of the companies that really focus on research and development. To solely focus on research and they established a subsidiary company that is, RD26. The Research and development itself is formed from two main words which is Research and Development. Research generally is referring to find specific information using scientific and systematic ways. The Advanced Learners Dictionary of Current English (Anon., 1952) define research as a cautious analysis or inquiry specifically through for new evidences in any divisions of knowledge. And Development is a process to transform the final concepts that are generated from research in order to get a product or service that are ready to full scale production then being launch and commercially. So research and development is the function, that find a new or revise an existing product or process in order to improve the value of the company so that the company will improve in a changing and competitive market.

Research and development will always related to new product development. New product development itself can be founded by Innovation and invention. Innovation is new creative solutions that are up to date with conditions and trends, and satisfy the needs and desire of customer and stakeholder (Rainey, David L., 2008). And invention is the discovery or creating something new (Doyle and Stern, 2006).

Figure 1: Invention and InnovationSources: http://www.ancillaryips.com/?page_id=716

Figure 1 above show how the invention can become innovation. An invention can become an innovation if it is practical and marketable. Innovation can be in variety forms. It doesnt always associated with new product development but also it can be applied as the renewal of the existing product or a new ways of processing technology that improve the efficiency and the effectiveness production for the company. There are 7 types of innovation (Lancaster and Massingham, 2011): Entirely new products, Improved performance products, new application products, Additional function products, Lower cost products, Restyled products, and Repackaged or renamed products.

By doing research and development, risk of cost, times, scales, and technical issues cant be eliminated. But, Research and development is the key factor of many company when well-planned and used, support a business to produce increased wealth over period time. This Research and development also the key factor to SFIL that make SFIL become a global leader in their industry. There are many benefits that would be obtained by SFIL by investing in research and development. These are some reasons why research and development is important for SFIL:

1. Developing Unique products (USP)

With research and development, SFIL can produce a product that is different and better than other competitor product. Based on research method that had been research by their, the product that produced will meet the needs of the market. One of their inventions that are invented by research and development SFIL is they found material advances that can develop other products with higher strengths and toughness using specific grades of steel. This invention is benefit for SFIL because this invention will be one unique selling point that can attract the market to use or buy SFIL material or product.

2. Long term income

Long term income is one reason why it is so important for SFIL to invest on Research and development. Long term income means the company will get the stable income along the years. This long term income will be gained when the product always seen by market along the year. So that the company will get fix income from that product. One example that SFIL gain long term from term from their product is, they created largest tube-sheets ever produced by designing a special rotating forging tool and a six-metre diameter forging platform. This component is used in civil nuclear power and become international nuclear standard at the first attempt. This means, the market will having more trust and prefer to buy this product over the competitor product because of this product is the first nuclear standard international.

3. Getting new opportunities

By doing research for technologies that havent been developed, it will give new opportunities that may become demand in the future of the market. For example, in the past, nuclear was considered as dangerous technology but by the research of nuclear technology, this nuclear industry is seen as a good solution to meet future energy demand. SFIL research and development team has identified this nuclear industry in the past as key factor for energy demand in the future. So they focus about the nuclear technology and finally SFIL become the first in the world to produce large-scale cast and forged nuclear components helps to differentiate SFIL with their competitors.

4. Enhanced reputationBy doing research and development, SFIL get many advantages such Developing unique product, gaining new opportunity, long term income, and gain competitive advantage. When this this advantage obtained by SFIL, The reputation of SFIL will be increased. Another example that research and development improved SFIL reputation is when SFIL found advanced material grouting that is needed in order to fix watertight structure problem. And finally SFIL won Cast Metals Federation (CMF) Cast Component of the Year Award 2012. This award will reflect of the quality of SFIL and make market have more trust on SFIL so that the reputation of SFIL will directly increase.

These four points make the research development cant be apart from SFIL because without research and development, SFIL cant grow up and compete with their competitor. So research and development is one key of success for SFIL in order to make them become global leader in the future.

Build a competitive advantage is one benefit will be get by SFIL by doing research and development. Competitive advantage means, the benefits that will got by SFIL because they have their competitor. So with the presence of many other competitors product in same industry, research development team of SFIL should be forced to invent or make an innovation product in order to develop better product than the existing competitors product. As mention in the study case, recently SFIL focus in finding a new process in order to get optimization of its process, material development, reducing their cost production and improving their product quality. This new process will maximize the efficiency and effectiveness of the production. This is one example how SFIL try to gain the competitive advantage. To gain more competitive advantage, SFIL research and development teams also required to be supported by other function, such as market development, new business processes, financial support and management analysis.

What policy guidelines can you suggest to Sheffield Forgemasters to ensure that it retains or improves its position in a very competitive market place?In order for Sheffield Forgemasters International to retain or improve their position in the competitive market, the company should have a market positioning strategy. Peter Doyle (1983) defined Position strategy as a strategy of the company that had the target market segment in order to serve and choice the differential advantage with their strategy to keep compete with the competitor in the same segment. SFIL have many subsidiaries that are engage in different engineering areas, so this marketing positioning strategy is the best policy that should be considered by SFIL because in order for SFIL to keep grow up, this market positioning strategy will be able to help each subsidiary to get the customer, competitor and gin the competitive advantage. This marketing positioning strategy is formed by 3 key components: customer targets, competitor targets, and competitive advantage (Brooksbank, 1994).

Selecting the customer target

SFIL have many subsidiaries that ere engage in different engineering areas, in order to get the market right, they should be able to identify their customer target and segmented it differently each subsidiaries. Market segmentation is the point to enable business to target the customer right in marketing process. Market segmentation itself is a process to separate the customers into some groups or segmentation. The customers that have same characteristic or behavior will be collected in to the same group or segment so that a company can target and marketing them efficiently (Lovelock and Wirtz, 2011). Generally, market segmented into geographic segmented (regional, local, international, etc.), demographic segmented (sex, age, etc.), or psychographic (behaviour, attitudes, etc.). But, actually there is no correct ways how to make a group of segment. A company can group as creative ways to gain potential competitive market (Hooley and Saunders, 1993).The target customer and the customer segmentation of SFIL should be different each subsidiaries. For example the target customers of SFIL in steel forging area are general industry, building and construction industry, and automotive and transportation industry. This should be different with the target customer of the nuclear or in power generator area.

Selecting competitor target

To gain that competitive advantage, SFIL should select and know their competitor target. Bourne steel, Celsa Steel, and Barret Steel are SFIL competitor that engages in steel area in UK. By knowing their competitor, SFIL can identify their competitor strength and weaknesses. They should also about know their strength and weakness clearly so that they can develop the product that is better that the competitor. Most of company success because they avoid head on competition by have unique selling point of their product (Brooksbank, 1990).

Defining competitive advantage

In order to get a competitive advantage, SFIL should have strategy to distinguish their product from their competitor. It means that, the company should decide how their business going to compete in market. For example, SFIL should have objective to develop a unique product so that the customer will prefer thats product than the competitors product. In order to get the market, there are two essential factors; the company offer should have a value for the customer, and it must be sustainable. This competitive advantage will be created by the company strength and how they can distinctive with the competitor.

With these 3 components SFIL will be able to build up they image in the marketplace. To build the company image, SWOT analysis of their company should be recognized by them. The function of this SWOT analysis is getting information from the environmental exploration then divided into internal issues (strength and weakness) and external issues (opportunities and threats). By knowing their SWOT analysis, the information from the SWOT analysis can contribute their company in order to achieve their objectives or goal (strength and opportunity) or it will recognize obstacles that must be reduced or overcome to accomplish their objective (Ferrel and Hartline, 2012). This SWOT analysis, and knowing their customer, competitor and gain the competitive advantage will help SFIL to know their position in the market. When their marketing position plan has been ready, a company will turn that plan in to the action as the marketing mix. This marketing mix is the action of the company to promote their companys brands or product in the market. In the figure 2 show that Marketing mix is formed by 4P elements: Product, Price, Promotion, and (McCarthy, 1964).

Figure 2: Marketing Mix elementsSource: http://www.learnmarketing.net/marketingmix.htm

ProductProduct is referring to the item that will satisfy the customer need. A product is divided into two types; tangible and intangible. The main product of SFIL is steel ingots. In these modern days, building construction that used this steel ingot is growing rapidly and the needs of steel ingots will also increase. So that SFIL should develop this product quality for the customer better than their competitor.

PricePrice is the value of the product that customer must paid. The price of the product is depending on the productions cost, target segmentation and the ability of the customer to buy the product. This price is very important to SFIL, besides it will make a profit to the company, and it will determine in increasing or decreasing sales of the product. To determine the price of the product, SFIL should aware of the customer perceived value of the product.

Place Place is referring to the point of sale. Place should be convenient for the customer to access. Make an easy access for customer and make the place eye catching is the main aim to get a good sales. Place also should located right, it means the product should meet the ability of the customer to pay such as a premium product should located in a premium place. So SFIL should distribute their product in the right place to get their market correctly.

PromotionPromotion is referring to the activities to provide the information to the market about the product. Promotion is consisting of advertising (television commercial, radio, internet, etc.), public relation (press release, exhibition, seminar, etc.), and word of mouth (informal communication by a satisfied customer). Nowadays internet is really popular in order for marketing their product SFIL can use the internet trend to promote their product. Besides, exhibition also best promotion ways for marketing their product because in exhibition, there are many people looking for the industry.

Figure 3: The Key components of Marketing positioning StrategySource: Brooksbank, Roger, 1994

The figure 3 above shows the key elements of marketing positioning strategy. It is represent how the 3 components of marketing position strategy relate each other, the SWOT analysis and the marketing mix. Marketing positioning strategy is the best policy guidelines should followed by SFIL. By knowing their strength, weakness, opportunity and their competitor, they can select their customer, competitor and define a competitive advantage properly. Once this position plan has been well prepared, they can interpret this plan into the action by doing the appropriate marketing mix strategy. With the well-planned marketing mix strategy, they will be able to identify their competitors product and develop the product that will satisfy the customer. The pricing and promotion strategy also must be considered carefully because it will determine that successful of SFIL to get market. Last but not least, place also will affect the market. The easy access to get the product or service will be consideration by the customer to buy the product or service. When this marketing positioning strategy had been conduct, SFIL will be able to improve their position in the market and they will be able to compete in a very competitive market.

Has Sheffield Forgemasters followed a product oriented approach or a market orientated approach. In your answer debate the pros and cons of each of these approaches.In order to develop a new product, company has two major approach strategies; marketing oriented approach and product oriented approach (Lancaster and Massingham, 2011). Marketing oriented is a strategy that the company develop a product based on customer needs (Hill and Jones, 2011). A marketing orientation means the business values and activities are focusing on a customer mentality. The decision of marketing oriented is taken based on information about customers wants and need, rather than what thinking is correct for the market. And Product oriented approach is a strategy that the company develop the product as good and unique as possible rather than the customer wish then the customer should identified that product (Jaworski and Kohli, 1996). The decision of product oriented is contrary with market oriented; the business will develop products as it is good at making or doing, rather than on what customer wants. In figure 4 below show, the different between product oriented and market oriented approach.

Figure 4: Different Product and Market OrientedSource: http://businesscasestudies.co.uk/kelloggs/new-products-from-market-research/why-carry-out-market-research.html

SFIL is a company that using both products oriented and market oriented approach strategy in order to develop a new products. It can be considered as product oriented approach because SFIL focuses on quality on its product and also do some innovation to break market segmentation. As stated in study case, SFIL also focus optimization of its process, material development, reducing their cost production and improving their product quality. The innovation that the company develops is highly important such as the development of the nuclear power. Nuclear power is a technology that isnt needed by the market now. But the research about nuclear power itself as a product oriented strategy of SFIL make SFIL become the first in the world to produce large-scale cast and forged nuclear components helps to differentiate SFIL with their competitors. SFIL uses the abilities of its team to discover and generating a highly innovative and high quality product or process.

SFIL also can be labelled as market oriented because it also using market research to improve and developing their product. They also use innovation not only for improving the quality of the product but also in the sense of coming up technology such as the needs nuclear industry as the future energy demand in the future. SFIL also has strong orientation to the market. They will make sure what the industry need. For instance, in 2009, cracks had founded in the subsea structure joined to the oil storage tank underneath the platform until the production at on oil platform in North Sea had to be stopped. Then SFIL do the research for their client in order to fix that problem and finally they found and fix the problem until they won the Cast Metals Federation (CMF) Cast Component of the Year Award 2012. This case has proven that SFIL can be considered that SFIL also use market oriented strategy to develop a products or material.

By doing those approach strategies, there are some advantages and disadvantages that would be got by the company:

Marketing Orientation Advantage:

With marketing oriented approach, the responsibility of marketing research is to keep ahead of competitors in responding to customer wants. With this marketing orientation, SFIL will be able adapt faster to changing based on the customer wants and needs. The ability to appeal or attract loyal customer is bigger because the research and development teams have been researched the needs of the customer. They will have more chance to get the market to align with a customer demand and will keep up to date with the trends of the customer.

Marketing Orientation Disadvantage:

Although marketing orientation is having some benefit and for SFIL, marketing orientation also has some disadvantages. Because marketing orientation always focus on customer wants, the maximal implementation or innovation from the product itself will be left behind. Sometimes customer also doesnt know what really they want. This will cause the research team have difficulties to find the customer wants. More over for industry that are focus in product feature and technology. Marketing orientation will impede the ability of research and development team to produce new invention of new feature or technology.

Product Orientation Advantage:

Product orientation will make the developed product gaining the highest possible product quality and benefits. With this product orientation, SFIL will have more possibility to innovate or invent a new product features or new technologies. The new product that have been invented or innovated, may meet the needs of customer and more satisfy the customer. For example, when Steve jobs mention Iphone (Apple brands), this product excites millions of people all over the world because of its quality, new products feature and technology.

Product Orientation Disadvantage:

The limitation of this product orientation is this approach strategy doesnt perceive what a market needs. If SFIL just using this product orientation, there is some disadvantages that will get by SFIL although they can develop product that have superior features, if the customer doesnt want it, it wont be valuable. This approach also has high risks of money, time, and technical issues to fail in market because this approach cant easily react to changes properly. In technology industry with narrow life cycles, a company may be missing the chance to align with customer demand.

Figure 5: Example of Product and Market OrientedSource: http://businesscasestudies.co.uk/intel/using-innovation-to-create-competitive-advantage/market-or-product-orientated-development.htmlIn figures 5 above shows the example of the product oriented development and market oriented development. By doing product oriented development, the product will be developed first than the company will find a ways of marketing that product but in market oriented approach, the researcher In the company will find the needs of the customer then the product will be developed.

By using both product and market oriented strategy, SFIL will be able to:1. Find customer wants from market research2. Organise the product research so that will in line with the market research3. Always look for the market research so that the focus of customer new ideas can be found out4. Evaluate the product using customer suggestion and idea in order to make improvements and product offering.

When product and market oriented strategy is used, SFIL will gain all the benefit of both product and market approach strategy and the disadvantage of each strategy will be covered by the other strategy. These strategies make SFIL become a world leader in heavy steel castings and steel forgings.

Advise Sheffield Forgemasters on what continuous marketing research programme it should have in place in order to keep up to date with business trends and customer needs.

To achieving company goals, the concept of marketing is the key factor that should be considered by the company. According to Phillip Kotler (1998) marketing research define as systematic design, analysis to find facts in order to enhanced decision making and control in market goods and services. So marketing research is a depth study about the marketing problem (that are related to the product, consumers, market competition, etc.) to get a solution. SFIL is a large company that are engage in many engineering area, so that marketing research will be important to SFIL to get the market right. Without marketing research, the company will not be able to get best to sell their product. For example, although they create or develop a great product, but they dont have a marketing research program, the product will be waste because that product will not be able to market correctly.

There are 3 types of marketing research program (Brassington and Pettitt, 2007): ExploratoryThis marketing research type goal is gathering preliminary data that will help to clarify and recognize the problem, rather than finding problem solution. This exploratory will also suggest hypothesis. DescriptiveThis market research goal is finding understanding of a particular issue or problem. This type of research is more about finding the situation and problem in the market such as finding the potential market for new products. Causal or predictiveThis market research goal is to test cause-effect relationship in order to get an accurate expectation about the result of action can be made.

By knowing the three types of marketing research, The appropriate types of marketing research that can be used for SFIL is Descriptive research method. Because SFIL is a company that is already has their market and in order to make their market will always be with SFIL. SFIL should know the problem or the situation in the market so, they will be able to identify the customer needs and the problem, and they can find way to satisfy to the market. Dr. Frances Brassington and Stephen Pettitt (2007) have defined the marketing research process into eight steps:

1. Define the ProblemSFIL should identify and understand the problem properly. The problem may about sales, competition, expansion of the market.

2. Define the research objective After identifying and clarifying the problem, they should define the objective or the goals of the research. Defining the scope of the research problem also included in this step.

3. Planning the researchThis step is use to formulate the research design. It will give a clear direction to do the research. In this step, three step of marketing research (exploratory, descriptive or causal research) should be defined.

4. Gathering the data Clarify which data or information should be collected and how the data could be collected is the prerequisite issue in preparing research plan. There are two type of source data can be collected (Rabianski, J.S., 2003); primary and secondary research. Pimary data is consists of data that collected directly from the field research. And secondary data is Consists of data that is gathered from secondary resources not directly collected by the analyst. This data already exist and can be accessed by the company.

To have efficiency of cost and time to get the data, secondary research can be selected. By using the primary data, it will be very costly and time consuming. But it doesnt close the possibility to use the primary data because when the data doesnt already exist before, this primary data is the only way to get the data or information more precisely. There are two type of origins data; quantitative and qualitative data. Quantitative is the collection of information that is open to interpretation such as opinion from people. And qualitative data is the collection of data that is quantifiable such as figures or market share.

5. Run the researchWhen the research plan and method to collect the data had been defined, it is important to run the research. This step will be varying according to the plan and type of the market research (exploratory, descriptive, or causal) itself.

Figure 6: Example of Market Research Source: http://www.referenceforbusiness.com/small/Mail-Op/Market-Research.html

Figure 6 show ways to do research and collecting the information. Questionnaire, interview, observation, or experimental are the method can be used to collect the primary data, libraries are one example to find a secondary data.

6. Study and analyse the researchIn this stage, SFIL should organize the raw data that are collected then the data should be studied and analysed very careful in order to get the conclusion from it. The marketing problem that identified should be solved by this conclusion.

7. Prepare the reportAfter the conclusion defined, SFIL should prepare the research report. Research plan, method that had been used to do the research, conclusion and suggestion to solve the problem should be included in this report.

8. Research and EvaluationIn the last stage, all aspects of the research project will be reviewed and evaluated by stakeholders in SFIL. Every deviations need to be identified clearly in order to get the current result or for designing future research.

Market research is very important for a company especially for SFIL, because by doing market research, companies will (Zikmund and Babin, 2012):1. Find out the current decision and classifying decision making statements.2. Find the consumer, employee, and competitor view of the company.3. Find ideas in order to innovate or invent new products or services.4. Test the ideas that will be implemented in marketing strategy.5. Observe the marketing concepts describe marketing reality.In order for SFIL to keep up to date with the business trends, the marketing research couldnt be stop in certain time. Marketing research should do continuously by SFIL because the needs of the customer always change. So as the company that produces products, they should follow the needs of the market. Nokia is one example that they dont do the continuous marketing research, although 5 years ago they dominate the world of phone. But, because they didnt do continuous marketing researches (they dont know the market problem that theyre want a smartphone) people are moving to buy another product like apple or Samsung that have smartphone products. To keep doing continuous marketing research is better for SFIL to hire external company (market research agency). With hiring market research agency, it will reduce their time and their labor to do repeatedly marketing research; they will be able to get efficiency time and they can concentrate on other division such as to develop their product quality or finding better manufacturing process in the terms of efficiency and effectiveness. By doing this continuous market research, SFIL will be able to:1. Keep up to date with the business trends.2. Adapt faster by the changing market of needs and demand3. Find the right direction for business expansion in future4. Find the suitable promotion as the changing marketConclusion

Research and development is really important and necessary for all of company because research and development can determine the success of the company in the future. Sheffield Forgemasters International is the company that really focuses in research and development because they realize that research and development will give much benefit for SFIL in the future. There are some benefit that SFIL gained by investing in research and development are; SFIL can develop a unique product, gaining long term income, getting new opportunities, and it will improves their reputation in their industry. With the benefit of it, research and development is really important for SFIL, they may become more competitive and make them distinguish better than their competitor and make they gain competitive advantage. The product that has been developed always keeps up to date and finds the needs of the market. This caused by SFIL is solely focus in the research and development team. Besides focus in research and development, SFIL should have a policy guideline in order to make their business keep competitive in market. The best policy guideline for SFIL is market positioning strategy. With market positioning strategy, first they will know about their position in the market. By knowing their SWOT analysis, it will identify their strength, weakness, opportunity and their competitor, in the market so that they will be able select their customer, competitor and define a competitive advantage properly. It will identify their market position so that they will be able to formulate into action by assembling the proper marketing mix strategy. The marketing mix strategy will be able to create product, pricing and promotion, and placing strategy that will be suitable in the market by considering their competitor. When this marketing positioning strategy has been executed, it will help Sheffield Forgemasters to be able to improve their position in very competitive market.

Sheffield Forgemasters is a company that really focusing on research and development so they will develop a new product to satisfy their customer. There are two type of new product approach that can be used by the company; market oriented (focus on the need of the market), and product oriented approach (focus on improving the product). To get satisfy of the customer SFIL uses both of market oriented approach and product oriented approach in order to develop a new product. Market orientation means gets the right product and product oriented means get the product right. So by doing those both approach strategies, SFIL will be able to find customer wants from market research, Organise the product research so that will in line with the market research, gaining the competitive advantage and getting all the market. By combining the two type of product development approach, they have gained satisfy of the customer. It was proven by SFIL won the Cast Metals Federation (CMF) Cast Component of the Year Award 2012 and become the first in the world to produce large-scale cast and forged nuclear components.

Last not the least, the concept of marketing will be considered to determine the succes of the company to become a global leader. SFIL must have a good marketing research program to keep compete with many competitor that are engage in the same industry. They used to do descriptive marketing research method in order to identify the market problem and the situation of the market so they will be able to satisfy the customer needs. They also need to do continuous marketing research because the needs and demand of the market will change. They must to keep up to date with the business trend in order the business keep exist in the future. The best way to do continuous marketing research is by hiring external company that are already specialize in marketing research. By hiring the research agency, SFIL will be able to get the efficiency of doing the repeatedly marketing research and also they get the effectiveness of their company focus on developing their quality of their product or improving the process manufacturing.

By focus and investing more in research and development, using the marketing positioning strategy, using the product and market oriented approach, and using the descriptive marketing research and do the continuous marketing research, all of this strategy and method will help Sheffield Forgemasters International to become a global leader in their industry.

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