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Go-to-market strategy for FLSmidth product line in China


Company description

FLSmidth is a leading supplier of equipment and services to the global cement and minerals industries. FLSmidth supplies everything from single machinery to complete cement plants and minerals processing facilities including services before, during and after the construction.
With more than 135 years of experience and with activities in more than 50 countries, FLSmidth is productivity provider no. 1 to its customers. Sharing our customers’ ambitions, we bring better solutions to light by improving their safety standards and enhancing their performance.

FLSmidth’s 12,000 employees use their unique process knowledge about projects, products and services to meet our customers’ needs for technical innovations, digitalisation and sustainable life-cycle management. Together with our customers, we challenge conventions, explore opportunities and drive success through sustainable productivity enhancement.

Project description

At FLSmidth we continuously assess how to strengthen and grow our different business segments. You can help us by broaden our knowledge by conducting a thorough market analysis and recommended/revised go-to-market strategy about Krebs product line in China’s market. KREBS represents the set of high efficiency and quality products that are specifically designed to satisfy the customer's needs. Globally well-known as slurry pumps, cyclones, slurry valves have been improved on by utilizing advanced technologies and have been positively accepted in all mining regions.

The objective is to find the right strategy and approach to boost Krebs product line sales in China. This project will entail analysis about competitiveness of offerings, China’s market industry and market analysis, analysis of what works best in other regions/countries where FLSmidth operates and finally a recommended strategy to pursue. The project will be conducted in close collaboration with our regional sales department. You will be as well introduced to Global Product Line management of Krebs.

The preferred outcome should be:;
  • China Relevant Market Analysis: Understand market landscape, Map known and unknown competitors, Collect feedback on competitors – brand perception, product setup, value proposition, brand positioning etc.
  • Customer Needs Analysis: Investigate decision making process and what each stakeholder is prioritizing/looking for (contractor/consultant/client)
  • FLSmidth Krebs position analysis: Analyse the brand from the customer perspective - Brand perception & awareness, Value perception, Technical capability perception, After sales perception
  • Compile and analyse “what works and doesn’t work” in other FLSmidth regions
  • Positioning Strategy Development: combine all the analysis to develop unique positioning strategy of FLSmidth

Student description

For this project we seek for talented group of Master Thesis students (or a single student) pursuing relevant education in Business studies. We expect you to be capable of working independently, be proactive, professional and take full responsibility for leading the project.

You will have access to the key stakeholders who will provide you with required data and will help you to get in contact with other relevant stakeholders within the organisation. That being said, this project requires going outside of the office and getting your hands dirty by speaking with competitors, clients and understanding their perception. Therefore a big part of the project will be relevant data collection.;

We are flexible on the working terms. Using the office for every day work is also an option.

The applications will be reviewed on an ongoing basis and we will close once the right candidate is found.

Go-to-market strategy for FLSmidth product line in China | Match My Thesis
Mar 07, 2021




Go-to market