FerroGlobe Resources Group — Marketing, Sales & Customer Strategy
The customer strategy, the sales and offtake approach, the marketing and brand positioning, and the route to market across the platform’s segments.
Section 9 · Business Plan
Marketing, Sales & Customer Strategy
The customer strategy, the sales and offtake approach, the marketing and brand positioning, and the route to market across the platform’s segments.
9.1 Go-to-Market Approach
FGRG’s go-to-market strategy is segment-led, relationship-driven, and
increasingly digital. The Company eschews mass-market advertising in
favour of direct, senior-level relationship management with a defined
set of high-value accounts (HVAs) — large EPC contractors, mining
houses, parastatals, and tier-1 distributors. A dedicated key-accounts
team, embedded in the trading desk, owns the top 50 customer
relationships, with monthly senior-level reviews. Smaller and more
transactional customers are serviced through a sales-operations team and
a digital trading portal launched in Year 3.
9.2 Customer Acquisition Funnel
The Year 1–2 customer-acquisition target is 80 active accounts
contributing the majority of revenue, scaling to 250 accounts by Year 5
and 400 by Year 7. Acquisition channels include: (i) management-led
direct outreach to top-100 target list; (ii) strategic partnerships with
EPC and consulting firms; (iii) industry conferences and
trade-association engagement; (iv) targeted digital marketing for
distributor and SME segments; and (v) selective participation in
government and parastatal pre-qualification programmes.
9.3 Pricing & Commercial Terms
FGRG offers four standard commercial structures: (i) firm-fixed
pricing for short-cycle orders; (ii) indexed pricing tied to
Platts/MEPS/SBB benchmarks for long-term offtake; (iii) cost-plus
pricing for specialty processing; and (iv) consignment / vendor-managed
inventory for selected stockist partners. Standard payment terms are 30
days net for established customers (subject to credit insurance), with
extended terms (up to 90 days) offered selectively at appropriate
spread.
9.4 Brand Strategy
Although B2B-focused, FGRG invests deliberately in brand. The brand
promise — “the most reliable steel supply chain in Africa” — is
reinforced through three pillars: (i) operational reliability
(on-time-in-full delivery >97%); (ii) commercial transparency
(open-book pricing, no hidden fees); and (iii) sustainability leadership
(lowest-carbon offering in each product class). Brand assets include a
flagship corporate website, ESG impact reporting, industry-leading
thought leadership, and curated annual customer events.
Confidential — this business plan is provided to prospective investors and lenders for evaluation purposes only and may not be reproduced or distributed without the written consent of FerroGlobe Resources Group (Pty) Ltd.