Our client, a first mover in the fabrication of “green steel”,
had heavily invested in new production technology and implementation.
However, a commercialization strategy and targeted approach for selling green steel had not yet been established. Simon-Kucher was brought in to define the commercial strategy for the CO2-reduced steel products and build a fact-based decision model for the optimal value capture approach.
After structuring the demand and supply side,
we developed different hypotheses on additional influencing factors for pricing CO2-reduced steel.
Next, we validated the value proposition for green steel and defined a set of pricing and portfolio scenarios based on industry cost curves as well as supply and demand. We equipped our client with a go-to-market roadmap and the requirements for an effective commercialization and pricing strategy.
Opportunities to competitively market CO2-reduced steel
creating an alternative on the materials market
The solution we delivered shows opportunities to competitively market CO2-reduced steel, creating an alternative on the materials market and ultimately helping to reduce emissions.
Client statement
"Together with Simon-Kucher, we developed a flexible market model that adapts to market trends and changes, empowering us to craft strategies and successfully market green steel."
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