How is a Cement company working with marketing within the construction industry? : A case study on an ambitious cement company

The object of this thesis is to provide some ideas as to whether it is possible for a company to create value for every segment within the construction industry. The motivation of the thesis is to shed some light on an area, which gets very little attention in marketing literature, which is the B2B commodity industry. The company studied is Cementa, a Cement producer at core, but with the ambition to be a player in every segment throughout the construction industry. They have developed their own model to represent the different segments. The company is considered an interesting and rewarding object for a case study due to this remarkably ambitious goal as well as the company's high market share. The areas of literature which are considered are: · Supply chains Value chain and competitive advantage · Segmentation · Networks · Relationship marketing It is concluded that a lot of the literature supports Cementa's strategy and theories correspond well with Cementa's actions. Hence it seems theoretically possible for a company to create value for every segment of the construction industry, granted the company builds up the right context over a long time including the right suppliers, network and, particularly, trust with other actors and customers and a good reputation.