Annual Report 2010 - Outokumpu

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A key component in Outokumpu's end-user and project customer business are the
services we provide for key accounts. Dedicated key account managers and
teams serve these customers in a personalised manner, offering the Group's full
product portfolio and tailor-made solutions on a global basis.
To support end-users of stainless steel and related stainless solutions, the Group
participates in exhibitions which focus on relevant industries. In 2010, Outokumpu
was present at more than ten exhibitions of this type, including the 7th
EverythingAboutWater (Chennai, India), Expomin (Santiago, Chile), and China
Paper (Shanghai, China).
Distributor and processor customers
– a focus on stable, long-term relationships
A significant proportion of the global stainless steel market is served by
independent distributors and service centres. For Outokumpu, these customers
are our key business partners and represent a large part of the Group's customer
base and route to market. Together with our long-term distributors, Outokumpu is
working to reinforce the Group's strategy of developing a more stable and
profitable business model. This is of particular importance in high-volume
standard products and making the best of the highly integrated and cost-efficient
Tornio operations.
Processors such as large-volume re-rollers and tube makers are also an important sector for Outokumpu. Close
relationships with these customers are important as they enable the Group to develop products, processes and working
methods that deliver long-term advantages.
Outokumpu's distributor and processor business is organised into two clusters:
Distributors
Re-rollers, tube-makers and further processors
Some members of the Group's sales teams focus exclusively on these customers, enabling Outokumpu to respond to
their specific needs.
Regions and stock & processing – the day-to-day customer interface
Outokumpu's network of sales companies and service centres is managed through the Regions and stock & processing
operations function. The Group's more than 30 sales companies are divided into seven regions. Outokumpu has sales
personnel in almost 40 countries with another 30 countries being served through dedicated agents.
Service centres operate as part of the sales company in the country in which they are located. A central team is
responsible for both processing efficiency in the service centre network and for its supply-chain efficiency.
Outokumpu has nine coil service centres and eight plate service centres in 14 locations in 10 countries. Coil service
centres typically have machinery such as cut-to-length and slitting lines, as well as different types of surface-finishing and
polishing units. Plate service centres specialise in cutting shapes from heavy plates using laser, plasma or water-jet
cutting equipment. Some of the Group's plate operations are also equipped with bending equipment.
Outokumpu Annual Report 2010 – Business – Group Sales and Marketing