BACKGROUND
Our client, Outokumpu, a leading European steel producer and processor, decided to close a complete precision strip rolling plant in central Sweden as part of its strategy to focus manufacturing operations in fewer larger plants.
SOLUTION
Our team of metal processing experts were invited to advise on the value of the production equipment, and subsequently won instructions to market and sell the whole plant on a piecemeal basis.
The plant included 5 rolling mills, several process lines and an extensive range of manufacturing and general factory equipment.
We delivered a successful campaign for the client, selling all major assets to buyers in China and South East Asia, and finishing with successful online auction to clear numerous lesser value assets.
We were given two years to complete the project. Our worldwide marketing campaign utilised traditional trade publications, direct mailing email broadcasts, digital marketing and business based social media to attract buyers.
RESULTS
We were successful in generating interest from buyers in 30 different countries, and were able to secure equipment sales to buyers in China, Vietnam, Korea and several European countries. We were also able to finish ahead of the 2 years, completing the project in 21 months.
“Through our marketing expertise we achieved a great result for our client.”
