Dealer-Customer Interaction in the Tool Steel Industry : a Case Study of SSAB

Abstract: This thesis is a description of the sales process for Toolox, the newest of four products produced by SSAB Oxelösund. Toolox is a tool steel, sold using eleven external dealers throughout Europe. Each dealer carries a wide range of steel grades for different uses. To increase sales volumes SSAB want to have the right support for their dealers. In this thesis the organizations and individuals who influence in the buying decision are identified as well as their buying behavior and the information that is needed in the sales situations. The requirements on the tool steel derive not only from the toolmaker itself but also from end users of a product further down the product chain. The study indicates that communication of benefits along the chain difficult because is not well integrated. The decision of what steel to buy is often made by the tool designer and these are influenced by a number of other individuals. It is also found that risk aversion and conservatism are barriers for product introductions.