This case study examines how British Steel improved its market position in the competitive canned beverages market. Through innovation, technological skills, and focused marketing activities, British Steel added value throughout its supply chain. Key strategies included research to understand customer and supplier needs, product developments like push-button ends, and improving can design and labeling. These efforts helped British Steel increase its market share in Europe from 46% in 1993 to 56% by emphasizing steel's strengths over aluminum alternatives.

1. CASE: 52
STEELING MARKET SHARE
A British Steel Case Study

2. Presenters
Md. Masudur Rahaman
Md. Saidur Rahman
Md. Farhad Ahmed
Md. Rashedul Islam

3. Agenda
 Objective of Case
 Improve Market Position
 Company Operations
 Competitive threats
 British Steel Research
 Innovation
 Product Development
 Can design and shelf appeal
 Decision making
 Recommendation
 Conclusion & Q & A

4. THIS CASE STUDY LOOKS AT HOW AN
ORGANIZATION
Utilizing a
range of
strategies
Added value
to each part of
the supply
chain
Won market
share in a
highly
competitive
market

5. Strategy is a long term plan of action designed to
achieve a particular goal or set of goals or objectives.
supply chain encompasses the steps it takes to get
goods or services from the supplier to the customer.
competitive market is one in which a large
numbers of producers compete with each other to satisfy
the wants and needs of a large number of consumers.

6. TO IMPROVE MARKET POSITION
Success
fully
combination
of
Innovation
Technological
skills
Focused
marketing
activities

7. Innovation The process of translating an idea or
invention into a good or service that creates value or for
which customers will pay.
Technical Skill The knowledge and abilities
needed to accomplish mathematical, engineering,
scientific or computer-related duties, as well as other
specific tasks relating to technology
Marketing the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large

8. BRITISH STEEL TINPLATE
EUROPE’S LEADING SUPPLIERS
Steel
Tinplate
Packaging
markets
Carbonated
soft drinks
Beer
markets

9. PACKAGING MARKETS
THE USAGES OF MATERIAL FOR CANS
0
20
40
60
80
100
120
1970 1995
Market Share
Steel Can
Aluminium Can

10. ENTERING OF ALUMINIUM
[COMPETITIVE THREATS]
In 1972
When lighter 2 pieces
cans were introduced

11. TO RESPOND TO THE ALUMINIUM
British Steel
initiated
Research
was
designed to
help
Expectation
of the key
players in
the supply
chain
Understand
the
Strategies

12. BRITISH STEEL RESEARCH
RELATIVE MARKET POSITION EVALUATE
Adding Value to Each Part of the
Supply Chain
Can Makers Fillers Retailers Consumers

13. BRITISH STEEL RESEARCH
FACTORS THAT ARE CRITICAL TO THE SUCCESS OF
STEEL
factors
strength,
formability,
decoration
and
recyclability
Potential
development
effective
promotion
cost

14. BRITISH STEEL RESEARCH
the strengths
and
weaknesses of
steel
the
environmental
matters
energy efficient
matters

15. INNOVATION
30%
40%
20%
Crush resistance Perforation strength Denting resistance
Steel Cans offer many Advantages over
Aluminium Cans [higher of]

16. PRODUCT DEVELOPMENT
Aluminium
Ring pull
ends
Steel
Push
button
mechanism

17. PUSH BUTTON MECHANISM
[ECOTOP] ADVANTAGES
ease of opening
pressure resistance
environmental profile
consumer preference
83% preference for Ecotop against Ring pull ends

18. CAN DESIGN AND SHELF APPEAL
The
appearance
of steel
cans
The
development
of shrink
sleeving
The
development
of
wraparound
labels

19. THE DECORATION IS APPLIED TO THE CAN THROUGH THE
APPLICATION OF A PLASTIC FILM , THESE PROCESSES
HAVE HELPED TO:
 improve flexibility due to the ease with which design changes
can be made to labels
 allow labels to be applied to existing stocks to ‘rejuvenate’
slow moving items
 create striking effects because of the ability to use more
colours and through three dimensional effects and colour
contrasts
 enable different labels to be applied to the same product
 create new decoration possibilities

20. APPRECIATING THE ENVIRONMENTAL
BENEFITS
Beginning of 1990
Steel drinks cans have walls 30% thinner
than those of other drinks can
Aluminium manufacturing uses six times
more energy than steel
Packaging recovery systems is recovers
over 80% of steel cans from domestic waste.
More than five million steel cans are
recycled every day of the year

21. DECISION MAKING
factors led to make the transition
the cost of steel
better price predictability of steel
the prospect of future savings

22. MARKET SHARE INCREASING
Since 1992, steel’s market share of the UK’s canned
beverages market has doubled and in Europe as a whole
steel has increased its market share from 46% in 1993
to 56%.
During 1996 four UK production lines converted from
aluminium to steel. These conversions resulted in a
massive increase in UK steel beverage can sales

23. RECOMMENDATION
 Develop Strategy .
 Create appropriate Value in Supply Chain .
 Focus on Marketing Activities .
 Analyzing the competitive tools which enable
them to deal with their competing forces.
 Must balance between market opportunities
and competitive threats

24. Q & A

25. Thank you
and
“ ALLAH HAFEZ “