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KPI(Korea Policy Insight) Special Edition MEK September 2015 Marine Economy Korea 9 Vol.4-39 Offshore & Shipbuilding Marine Equip & Steel Ports & Logistics Shipping Related Industries Policy & Rule Tech & Certs Finance Region & Cluster Country People Exhibition From Steel Supplier to Solution Provider POSCO Solution Marketing .. Greativity 16P ‘Greativity’ (Great Creativity & Connectivity) is embedded in the DNA of POSCO, an icon of Korea’s economic modernization as well as the creator of dreams and a brighter future, contributing to the inclusive, sustainable growth of the global village economy. Solution marketing is the latest example of the application of POSCO’s Greativity to breathe in consonance with clients. Components of Solution Marketing Solution Steel Application Commercial Heart-to-Heart Technology Support Relationship Technological Activities that support customers with the development of parts or final products Solution using application technology Commercial Activities that support the creation of customer's commercial value beyond normal Solution business activities Human Activities that earn the customer’s trust by forming an intimate relationship Solution Shipbuilding Caps Korea-India Economic Honeymoon 10 Newsformation (180) Tech & Certificates 34 US$42 Billion in Indian Naval Ship Orders Expected 12 Offshore & Shipbuilding 30 Global 35 Promoting Development of LNG-Fueled Ships 23 Shipping & Logistics 31 Rosy Prospects for Guatemalan Ports Development 24 Ports & Logistics 32 Directory Cruise Industry Promotion Drive Picks Up Steam 29 Policy & Rule 33 KOMEA Member Companies 36 (Nat’l Publicity Strategy, Korea) Steel Industry From Steel Supplier to Solution Provider POSCO Solution Marketing .. Greativity 'Greativity' (Great Creativity & Components of Solution Marketing Connectivity) is embedded in the DNA of POSCO, an icon of Korea's economic modernization as well as Solution Steel Application Commercial Heart-to-Heart the creator of dreams and a brighter Technology Support Relationship future, contributing to the inclusive, Technological Activities that support customers with the development of parts or final products sustainable growth of the global Solution using application technology village economy. Commercial Activities that support the creation of customer's commercial value beyond normal Solution business activities Solution marketing is the latest Human example of the application of Activities that earn the customer’s trust by forming an intimate relationship Solution POSCO's Greativity to breathe in consonance with clients. Regarding this initiative, POSCO Chairman innovation." Kwon Oh-Joon said: "We will never stop providing the steel products With the full-scale rollout of solution marketing, POSCO offers that customers need, but we will go differentiated value to customers while at the same time pursuing a beyond product supply to create rebound from the current economic recession. greater value by offering tailored solutions based on constantly Evolving Greativity Solution Marketing listening to their ever-evolving needs. In this era of creative POSCO's technology-based solution marketing blends technology connectivity, solution marketing is support with marketing activities to solve customer problems, which one of the four pillars of POSCO's creates customer added-value. It consists of five steps: 1) Industry & 16 Marine Economy Korea Steel Industry Market Analysis, 2) Solution Development & Care, 3) Solution Release & Promotion, 4) Support and Accelerated Sales, 5) Enhanced Customer Relationship Management. The steel industry provides solutions with the combination of rolled steel (hardware) and utilization technology (software), which can be customized based on the market situation and customer demand. By offering solution marketing, POSCO not only meets customer demands but also achieves greater profitability by aggressively expanding sales of high- grade steel. needs. After the customer confirms the proposed Organizing for Solution Marketing solutions, the department, depending on the scope of the requirements, will either submit the solution, To effectively implement its solution marketing along with its designs for quality/process program, POSCO created a Steel Solution Marketing improvement, to the steel works at Pohang or Department comprised of three centers and one Gwangyang for production or turn the work over to division. POSLAB for development of new steel grades. At the end of the process, POSCO delivers the complete The Planning Division is responsible for developing solution to the customer. solution marketing strategies, while the three centers complete the cycle: the Technical Service Center Solution Marketing Records Industry Successes (TSC) identifies customer needs and the required support; the Global Technical Center (GTC) performs POSCO has already recorded numerous successes steel product design and quality assessments; and the with its solution marketing initiative. The successful Product Application Center (PAC) adapts the solutions references for application technologies range from to the needs of each customer. the shipbuilding sector to other industries such as automotive and steel construction, etc. In addition to the above department, POSCO added a Solution Group to its Steel Product Sales Responding to the requirements of ship designers, Department. This group is responsible for POSCO offered a solution to prevent the brittle coordination and collaboration with customers. fracture of ship welds. POSCO was the first to provide "Arrest Hole" technology for containerships, supplying Executing the Solution Marketing Process 61,000 tons of EH40 and EH47 for the solution application. In addition to integrating the Steel Solution Marketing Department into the POSCO organization, A second example of solution marketing in this the company established a standard process for sector shows how POSCO quickly created steel solution development. products for shipbuilders to use after the International Association of Classification Societies (IACS) In this process, everything starts with the customer. established new regulations to improve ship vessel The customer begins the cycle by bringing its stability. Soon after the IACS announced its regulation technical issues to the new department, which then revisions, POSCO developed technologies to provide develops specific solutions to meet the customer's steel products and technology that would meet the Marine Economy Korea 17 Steel Industry new standards. As a result, customers in the shipbuilding and steel industries must strengthen shipbuilding industry were able to utilize POSCO's mutual trust and cooperate for a quick rebound." solutions to design new ships. The preemptive technology development and quick response from On April 21, 2014, CEO Kwon went to Geoje Island, POSCO allowed domestic shipbuilders to design and which is where one of the dockyards of POSCO construct ships without delay and helped POSCO customer Daewoo Shipbuilding & Marine customers increase their value. Engineering is located, and met with DSME CEO Ko Jeho. There, CEO Kwon emphasized, "POSCO is The final example of an application technology focused on strengthening its competitiveness to be a solution is POSCO's supply of arctic grade high top global steel company. Using technology-based strength steel plates to a dometic shipbuilder. POSCO solution marketing, we hope to substantially provided a welding solution together with high contribute to improving value for our customers." performance steel plates. As the result, the customer could meet the delivery schedule with the timely How Solution Marketing Fits into the Future of assistance of POSCO. POSCO and Its Customers CEO Visits Domestic Shipbuilders to Put Solution Daewoo Shipbuilding & Marine Engineering and Marketing into Action other Korean shipbuilders are pursuing development of LNG vessels for polar regions, deep sea offshore POSCO has sought to support improvements in the plants, and eco-friendly and fuel-efficient ships. domestic shipbuilding industry by building trust, Therefore, it is crucial that POSCO continuously sharing visions, and providing win-win technology- supply the necessary materials to support those based solution marketing to increase value for advancements. In the past, POSCO's technology customers. advancements were based on meeting client needs. However, in the present, it is important for POSCO to In order to strengthen solution marketing, mutually anticipate material developments to grow and beneficial to both POSCO and its clients, CEO Kwon advance together with clients. made in-person visits to clients in the shipbuilding industry, including Hyundai Heavy Industries, Daewoo POSCO also plans to reinforce R&D strategies and Shipbuilding & Marine Engineering (DSME) and consolidate strategic partnerships. In addition, it aims Samsung Heavy Industries, in order to explain and to provide materials required for individual customer promote solution marketing. projects. Responsiveness to customer needs in terms of product quality, scale, delivery and other factors is Listening to Client Needs a POSCO Priority necessary to improve the overall satisfaction of POSCO's customers. Therefore, reinforcing solution On April 4, 2014, CEO Kwon went to Ulsan to meet marketing will be an important tool in creating with Jaesung Lee, CEO of Hyundai Heavy Industries. added-value. After the meeting and touring the facilities, he made his way to meet with the head of Samsung Heavy Into The Future Industries to discuss ways to strengthen cooperation. In the coming months and years, POSCO will During these meetings, CEO Kwon was able to listen continue its efforts toward advancements for to client needs and explain how POSCO's solution customers across various industries. Solution marketing could meet those needs. Following his marketing is a strategy that will help POSCO become meetings with clients, CEO Kwon said, "In order to "POSCO the Great." recover from the global economic downturn, the 18 Marine Economy Korea.
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