Complete 19 pages APA formatted article: Strategy and marketing. The aluminium process is a part of Al Groups portfolio. Al group al puts Powder Coating on aluminium profiles for building industry. The company develops relationships with the stakeholders over a long time with an informal communication. The Group will be expanding both internationally and locally. Price is the basic element for dictating who will get the contract for powder coating and extruding the profiles. The company usually manages to beat its competition yet recommends competition if it thinks that it cannot manage the workload. So by doing this we have won the trust of our customers. Time is another critical factor in delivering the product according to specs in this industry. Quality is the pride of the company and it is the one and only company in Kuwait that has ‘Qualicoat’ status. Suppliers of the company have regular communications with stock room’s managers. Recently the management has also intervened in processing in order to cut down on the waste. ALUMINIUM POWDER COATING LINE In case of aluminium powder coating the steps that were followed included the customer comparing the price with the competition that Al Group faced and then placing an order either to them or to their competition. After the placement of the order the time was to be analysed for the manufacturing process. After this the powder coat was to be applied and then the specs like cutting of the profiles and the final finishing was to be done that includes the cleaning and the quality control check etc. So if the product passed the quality control test it was shipped within a day otherwise it was reworked.