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.