Summary
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Meeting Purpose:
Brand strategy session to define OPR's brand fundamentals, including core values, target audiences, competitive landscape, and action plan.
Key Takeaways
- The long-term vision is to become a global multi-commodity trading company with full supply chain integration.
- Key brand values are presence, perseverance, and preparedness.
- Target audiences are purchasing teams and business owners at stockholders and service centres
- Aim to create brand awareness and differentiate through streamlined, personal service.
- Main activities will be networking, content creation, and modernizing processes.
Topics:
20 Year Vision
- The goal is to have a global multi-commodity trading office with 300-400 staff, refineries, and service centers for full supply chain ownership
- In 10 years, aim for multi-location offices and ownership of a mill or refinery
- Currently focused on steel trading in the UK and Dubai with \~30,000 tonnes in year 1
Brand Core Idea
- The "what" is offering trade finance solutions for UK steel customers
- The "how" is providing a streamlined service with one point of contact from order to delivery
- The "why" is still being refined but relates to providing direct, fast access for customers and suppliers
Brand Values
- Presence - being active and present in the market
- Perseverance - seeing things through from start to finish
- Preparedness - being organized and ready
Target Audiences
- Purchasing teams and business owners at stockholders and service centers
- Typically older males, 50s-60s, in the Midlands and North of England
- Interests are sports, networking, and face-to-face meetings
Competitive Landscape
- Main competitors are established traders Deferco, Trasteel, Interfer, Stemcor
- Aim to differentiate with more contemporary, expressive brand presence vs more reserved competitors
Action Plan
- Challenges are brand awareness, customer trust/support, differentiation
- Aspirations are industry awards, sponsorships, exclusivity deals
- Focus areas are social media presence, networking, content creation
- Guiding principles are customer-first, communication, accessibility
- Activities will be entertainment, team meetings, modernizing processes.
- Measurable outcomes include weekly social media posts, quarterly market briefings, defining brand positioning.