Nucor in 2009

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Question 1: Issue: 1. Due to the 9/11 terrorist attack, a recession and a surge of imports occurred , which might affect the sales profit of Nucor as Nucor has high dependence on US domestic market. 2. Threat of new competitors: Entry of China and other countries in US market, Merging of other company. 3. The demand in steel requirement in building of US market from decline. 4. A big decline of net earnings while Nucor set records for both steel production and steel shipments. 5. The price of raw materials skyrocketed as demand rose. Because of this, International Steel Group replaced Nucor as the most profitable US steel producer. Decision: 1. Mr.DiMicco decided to break with Nucor’s traditional opposition. He requested government to interfere in the competition by setting up protective tariffs.Thus, this action restricted imports of steel up to 30% and the price of steel rose tremendously after tariffs. 2. Focusing on investments largely in North America’s manufacturing infrastructure such as reinforced steel bars,platform grating, and wire mesh for construction products ranging from bridges to airports and stadiums. 3. In the net earning aspect, Mr.DiMicco choose to increase its market share and held on to profitability. 4. Introduce new products such as low-cost automated fabrication systems for residential construction. 5. Acquire large company in order to advance scrap-processing capabilities. Question 2: External Situation: 1. Rivalry Among Existing Competitors: The integrated steel makers didn’t threaten Nucor’s business. Nucor always had the cost advantage & efficiency coupled with superior technology & innovation. However, this was challenged by the global steel makers which resulted in lowering of prices & lower margins. The only differentiation for Nucor was its highly sought-after customer service.

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