Aluminum Imports: Marketing

DeVry University

Keller Graduate School of Management

Pomona, California

ALUMINUM IMPORTS: MARKETING

By

Mohammad Alaeddin

Felipe Diaz

Xingming Geng

Joilynn Johnston

Jimmy King

Submitted in Partial Fulfillment of the Course Requirements for

BUSINESS PLANNING SEMINAR

MGMT 600

Prof. Russell Walker

January 17, 2014

Aluminum is a type of metal that is used in a various industries. The aluminum industry is comprised of raw materials, semi-fabricated, and finished products The United States' aluminum industry annually produces about $40 billion in products and exports (www.aluminum.org, n.d.).

        Top markets for aluminum industry in the United States are transportation, beverage cans and other packaging, and building or construction. Aluminum is widely used for manufacturing cars until 2009. It is also used in products such as beverage cans and bottles, food containers, and household and institutional foil. As for building and construction, aluminum is used in building residential, industrial, and commercial, farm, and highway infrastructures.

Marketing

Products

Alumipro Imports Company imports its products from China. Although aluminum is abundant here in the US and is one of the few industries that the country has, Alumipro Imports still has an advantage in the market since it offers the same quality products for a cheaper price. The products will come directly from the company’s supplier in China. It will then be stored in the company warehouse where it will be prepared for delivery to various customers.

The company will import aluminum alloy solid and hollow profiles, plates, and tubes. These products are for building industrial and decorative applications, including windows, doors, trailers, and curtains, and as components for cars, trucks, and aircraft.

Market Trends

As countries develop, the need for aluminum increases as it is used primarily for most of the countries manufacturing sector. It is used for variety of purposes including car manufacturing, packaging, building and construction. It is also becoming a trend now a days to use aluminum as a body of laptops, mobile phones, and other technological devices thus the demand for aluminum will continue to grow as technology develops and new devices are invented.

Car production and manufacturing still remains as the top market for aluminum. The demand for aluminum in car production and manufacturing industry is predicted to increase as shift to more eco-friendly vehicles increases. Another trend is the use of aluminum in aerospace as the industry seeks to reduce energy consumption by using lighter- weight materials, such as aluminum, in their products (Goddard, 2013).

Construction sector, which includes residential, commercial and infrastructure construction, is the third-largest purchaser of aluminum products, accounting for an estimated 13.5% of industry revenue in 2013 (Goddard, 2013).