EBSC7030: Consumer Behavioural Studies of Severfield Plc Analysis

This report provides a comprehensive analysis of Severfield Plc, a leading steel contractor, focusing on its brand, business model, and consumer profile. It details the company's operations, product/service offerings like Severstor and Fabsec, and its segmentation and methodological strategy, employing both quantitative and qualitative methods such as surveys and interviews. The report explores how customer segmentation is achieved and the procedures used to obtain customer profiles, referencing various books and journals related to consumer behaviour and market research. Desklib offers access to similar solved assignments and study resources for students.

Behavioural Studies &
Consumption
EBSC7030

Contents
Brand description.............................................................................................................................3
Name / Logo................................................................................................................................3
Business and Industry..................................................................................................................3
Geography Distribution of the company operations..............................................................3
Business model............................................................................................................................3
Main businesses (products and/or services)................................................................................4
Selected product/service for the consumer profile including description, price range, among
other important aspects................................................................................................................4
Segmentation and methodological strategy.....................................................................................5
What methods were used to obtain the customer segmentation (quantitative or qualitative),
e.g., interviews, surveys, observation, etc...................................................................................5
Sample description (where and when did you obtain the sample? how many people
participate?...................................................................................................................................6
Analysis (what procedures did you use to obtain the profiles?)..................................................6
Customer Profile..............................................................................................................................7
REFERENCES................................................................................................................................9

Brand description
Name / Logo
Business and Industry
Sever field plc is a contractor of steel which is based in North Yorkshire. In terms of revenues
and turnover it is the largest company in the UK and the largest in the whole Europe with a
capacity of 165,000 tons every year. The organisation has owned business around the whole steel
market sector in the UK itself and has a joint venture with the JSW group in Mumbai, India. The
business was founded in 1978 as a partnership named Sever field - Reeve moved to Dalton in
1980, and incorporated as Severfield Reeve Structural Engineers Ltd in 1983.
Geography Distribution of the company operations
The head office of the company is in Dalton – Thirsk, North Yorkshire. There are 5 major
manufacturing facilities around the UK and one is in India which is joint venture with JSW
group. The biggest steel plant of the company is situated in Lostock - Bolton, Lancashire.
Sherburn – Malton, North Yorkshire is the place where all the designs, manufacturing of the
projects and steel is done. Enniskillen - County Fermanagh, Northern Ireland is known for
providing the best quality of the steel in construction of steel products and the Irish markets.
DAM Structures, Bridlington offers a comprehensive steel design, manufacture and site erection
service for the construction industry.
Business model
Sever field plc is having a very attractive business model because of the certain reasons like they
design the whole steel structure which is given to them by the corporates and after that they do
the fabricating of the steel products and erects them after completion. It is in the process of steel
making from the 20th century. The vision of the company is to be the world class leaders in the
steel sector and it is known to have the potential to deliver any project, to the highest possible
standards.

Main businesses (products and/or services)
Sever field plc has a diversified portfolio of products and services in which products like Severs
tor, Material handling, Processing, Fab sec, sever safe and CMF. It provides all the services to its
client like designing of the projects, manufacturing of the steel, fabrication process, delivery of
the projects after completion, construction processing and management of project.
Selected product/service for the consumer profile including description, price range, among other
important aspects.
Products
 Severstor – Sever field plc units are robust, steel-framed modules that utilises critical
systems equipment such as electrical switchgear. They are provided to a large number of
OEMs, EPCs and many users in the Nuclear, Power, Oil, Gas and Rail sectors and to
make sure safety and protection of systems from weather, tampering and more.
 Material handling – The range of material handling products are here to provide our
clients with high quality, efficient and economical solutions for their handling and
processing requirements. Sever field plc have a growing product range, which now
includes both the Rotoflo silo discharge units and our bin activators.
 Processing - Severfield (Products & Processing) provides a number of processes and
fabrication services as well as the Rotoflo and Severstor products.
 Fab sec – It is the unrivalled market leader in the design, fabrication and supply of long-
span cellular and bespoke plated beams. Sever field plc are one of four major UK
companies, all of which are at the forefront of the construction industry, that have come
together to deliver this venture.
 Sever safe – It is brand of safety systems that have been expertly designed and adapted to
suit our versatile project types and their needs. Sever field Plc vast experience means
we’re ideally placed to consider every possible safety requirement for each employees
and any follow on trades or suppliers.
 Construction Metal Forming – These are specialist designers, manufacturers,
innovators and installers of profiled MetFloor metal decking, MetPurl industrial building
systems and associated cold-formed steel construction products.
Services

 Design – These teams are all highly-skilled and motivated professional structural and
civil engineers, each with specialist knowledge of structural steelwork design, so you
know your project is in the best hands.
 Manufacturing – It has five UK sites; Dalton, two factories near Bolton, Sherburn and
Enniskillen in NI, as well as our international facilities in India.
 Fabrication- The fabrication facilities throughout our operations are second from
expansive stockyard areas and in-line cutting, fabrication, welding and painting, to some
of the largest finished goods storage areas in the industry - we have it all.
 Delivery – The company mainly works with WS Transportation (WST) to manage the
absorption for the majority of our steel products. WST boasts a range of modern and
advanced equipment, such as new trailers, specialist trailer safe systems, cycle aware
cameras and audible warning features for city centre deliveries.
 Construction – In the Sever field plc, it mainly focuses on a highly trained construction
workforce. Working closely with the project management team, they are leaders in steel
erection and always utilise the latest equipment on site.
 Project Management – The project management team is the main component of the
company. The project manager will be your assigned, single point of contact, handling all
communications between suppliers and relevant on-site teams.
Segmentation and methodological strategy
What methods were used to obtain the customer segmentation (quantitative or qualitative), e.g.,
interviews, surveys, observation, etc.
Customer survey segmentation in quantitative manner can be analysed by more number of
people who are involved in segmentation research design and implementation. High levels of
participation in the research interests can enhance or derail a segmentation project. A number of
dynamics contribute to the success of a segmentation research effort, and they have received a
huge amount of attention in the management, leadership, and human resource fields able to help
a market research team figure out how to work efficaciously with the stakeholders of research
projects. The quality of research design is dependent upon the quality of the information
available for decision-making. While this is obvious upon consideration, the steps to ensuring

that quality information is available are often shuttled aside in the rush to get moving on a
research project. Internal stakeholders may put inordinate pressure on market researchers to
initiate the project. In qualitative segmentation the industrialists, corporates and big businessman
and construction companies have been reached to and it is done by surveys, interviews of their
employees who are working at big and reputed posts and by certain observations of the
management of the Sever field plc.
Sample description (where and when did you obtain the sample? how many people participate?
Sampling can be termed as the procedure by which all the individuals and the units of
sampling are collected from the sample frame. The strategy of sampling is required to be
specified in advance, but to ensure that the method of sampling can have a adverse effect of the
size of the estimation. There are 3 types of sampling that can be used to by the management of
the company:
 Convenience sampling: the participants are consecutively selected in order of
appearance according to their convenient accessibility. The sampling process comes to an
end when the total amount of participants and/or the time limit are reached. Randomized
clinical trials are usually based on convenience sampling.
 Purposive sampling: this is used when a diverse sample is necessary or the opinion of
experts in a particular field is the topic of interest.
 Quota sampling: according to this sampling technique, the population is first classified
by characteristics such as gender, age, etc. Subsequently, sampling units are selected to
complete each quota.
Analysis (what procedures did you use to obtain the profiles?)
Data analysis perform for this venture on the basis of quantitative and qualitative data. In this,
the quantitative data would been analysed using the SPSS software.
Quantitative data analysis completely consists of the data which is based on the number
by using the different statistical techniques. There are two elements of the statistics of the data
which can be termed as descriptive statistics and inferential statistics. Descriptive test can
explain the sample of the and on the other hand inferential make certain assumptions.

Qualitative data analysis is a process of gathering, structuring and interpreting qualitative data to
understand what it represents.
Qualitative data is non-numerical and unstructured. Qualitative data generally refers to text, such
as open-ended responses to survey questions or user interviews, but also includes audio, photos
and video.
Customer Profile

REFERENCES
Books and Journals
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of green buying behaviour of Indian consumers. Business Strategy & Development.
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Jaiswal, D., Kaushal, V., Singh, P.K., 2020. Green market segmentation and consumer profiling:
a cluster approach to an emerging consumer market. Benchmarking: An International
Journal.
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