A marketing strategy for SASOLWAKS in the USA hot melt adhesive industry

Abstract

SASOLWAKS is an important by-product of Sasol's oil-from-coal process. Sasol's hard wax has been around for many years, due to its unique properties, a sought-after raw material in various applications such as in the manufacture of adhesives, inks and plastics. Most hard wax is performed by the Washing Division of Sasolchem ​​and especially the hot melt adhesive industry in the US is a major consumer of SASOLWAKS. The hot melt adhesive industry has grown strongly over the past decade, and SASOLWAKS became a market leader due to its uniqueness. The past For several years, SASOLWAKS, especially in the USA, has been competitive pressure came and laundry sales could not keep up with the growth rate of the hot melt adhesive industry does not maintain. Notwithstanding the benefits offering these types of adhesives, there are several threats in the external environment around aspects such as environmental conservation and technological progress. Sasol also recently launched a wax expansion project announced that it would put further pressure on the Laundry Division to increase sales in the to improve abroad. The aim of this study is to develop a marketing strategy to manage Sasolchem ​​to I6 to SASOLWAKS 'profits in the important US to optimize adhesive market. A literature review was conducted to determine state which factors must be taken into account during the process of strategic marketing planning. A model is developed that importance of the customer, and the need for market information in strategic weave in marketing planning. Based on the model and available internal information, the hot melt adhesive market in USA analyzed and generic strategies recommended for SASOLWAKS. One of the main conclusions that is made that the Wasdivision will have to have its cost leadership strategy change to a focus strategy. This brings with it the need improved market information that serves as a starting point for effective strategic marketing planning. Specific proposals are made with regard to product, distribution, pricing and communication decisions. The recommendation is that these guidelines should be used to develop a comprehensive marketing plan to ensure that the growth and leadership objectives for SASOLWAKS well be achieved.