Strategy
Ruukki is an expert in the construction and engineering industries, with strong know-how in special steels.
We are pursuing growth in specialisation and emerging markets.
Our vision: we intend to be an innovative and acknowledged provider of energy-efficient steel solutions to build a better living environment together with our customers.
Focus areas
- Growth in the construction and engineering businesses
- Focus in steel business on special steel products
- Growth focus on emerging markets
- Strengthened competitive position
- Scalability and balanced business structure
- Innovations
- Cost competitiveness
Strategic targets
- Growth in the share of the solutions businesses - construction and engineering - to 60 per cent of consolidated net sales
- Increase in the share of special steel products to 60 per cent of the company’s steel business
- Growth in the share of emerging markets to 50 per cent of consolidated net sales
- Strengthened market positions in all core businesses (aim to achieve #1, #2 or otherwise strong market position in chosen segments).
Ruukki embarked on a process of structural transformation in 2004 with the aim of specialisation and growing the share of the solutions businesses - construction and engineering. Ruukki has divested non-core businesses, which included long steel products, and also reduced the share of standard steel products.
Ruukki invested heavily in structural transformation and growth before the global economic crisis. At the time, the company built a strong, modern manufacturing and sales network to serve construction and engineering customers in Central Eastern Europe, Russia and China. Likewise, most of the technology and production capacity investments in the manufacture of special steel products have been made to enable the company to execute its strategy. In future, Ruukki can leverage these investments to focus on growing its business.
Strengths
- Focused range of products and services
- Scalable products and concepts
- Extensive sales and manufacturing network
- Strong foothold in emerging markets, especially in Russia and Central Eastern Europe
- Energy-efficient solutions
- Strong market position in the Nordic countries
- Strong know-how in steel
In the construction business, the main focus is on scalable and energy-efficient solutions for industrial and commercial construction, residential roofing and infrastructure construction.
In the engineering business, we focus on products where we can make stronger use than earlier of our steel know-how and design expertise. In the future, customer-centric designing and technically demanding special-steel-based components will form the basis of our engineering business.
In the steel business, our main focus areas are special steel products and strengthening our market position in the Nordic countries. To increase the sales of special steel products, we are further expanding our sales and distribution network, especially in emerging markets. In addition, there is growth potential for special steels, especially for wear-resistant steels, in mining-intensive countries such as Australia, Brazil and South Africa.
Achievement of our strategic targets requires not just organic growth, but also acquisitions. Product development, innovations and the launch of new products are vital to accelerate growth.