Increasing marketing investment: A case study of ABC Steel

Abstract

The purpose of this thesis is to identify the root cause of the limited investment in marketing that has persisted at ABC Steel, leading to a decrease in sales revenue from 2019 to 2023. Like many other companies, when marketing strategies are not implemented properly, strategically, and in a timely manner, the consequences can include missed growth opportunities, loss of market share, and a negative impact on sales team morale. Throughout this thesis project, readers will explore why ABC Steel has struggled in the coated steel coils market for many years. One of the reasons identified is the absence of an independent, instinctive marketing department. Such a department could provide greater support and create marketing plans to enhance the company's brand recognition among customers, ultimately boosting sales revenue.