Benchmark on Main Applications for Hardox Bars and Tubes
Typ
Examensarbete för masterexamen
Program
Publicerad
2021
Författare
Spolander, Felix
Södervall, Stefan
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
Hardox bars and tubes are a relatively new product for SSAB, which were introduced 3
respectively 7 years ago in the market. The products are characterised by its excellent strength
and toughness properties. SSAB is confident that Hardox bars and tubes are competitive
products. However, this is not reflected by current sales, there is an unrealised potential as
segments, applications and customer value is not yet fully explored.
While Hardox tubes and bars are similar in terms of product characteristics and shape, the
products are significantly different with regards to applications and how they provide value to
the customer. Because of these differences, the products were investigated and analysed
separately. For Hardox tubes, six segments were defined that categorize the main industries
and present the main applications. The applications where larger market potential and
attractiveness exists are: mining transportation pipes for hydraulic ore hoisting and paste
backfilling, drilling pipes for reverse circulation, down the hole and diamond core drill rigs,
industrial process transportation pipes for FCC catalyst and zeolite production, and concrete
pumping trucks. For Hardox bars several potential applications across the targeted segments
have been identified. It can be concluded that the potential for high volume applications is
limited due to barriers related to the price of the product offering and incompatibilities with the
customers capabilities. As a result, the discussion regarding Hardox bars focuses on how to
overcome these challenges by routing the product offering through distributors.
Beskrivning
Ämne/nyckelord
Product Management, Marketing, Business Development, Market Analysis, Competitor Analysis, Value Analysis, Business-to-Business