Styrolution: New Market Strategy
The Styrolution Group GmbH in Frankfurt am Main, Germany, will reorganize its product portfolio. Currently, it comprises the two major styrene business units of BASF SE and Ineos Industries, the company’s two partners. To make it easier for customers to obtain an overview of this structure, the products will be reorganized and aligned in an integrative portfolio.
The program will then include two categories: Styrolution specialties and Styrolution standard products. The specialties will comprise transparent and non-transparent co-polymers, as well as special ABS (acrylonitrile butadiene styrene) types. Standard materials will include commodities such as styrene monomers, polystyrene and standard ABS. Effective January 1, 2013 brand names will be standardized too.
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