The Plate Mill is a unique mill that needs regular throughput to survive as it is labour intensive and hard to adjust volume as it involves significant labour changes to adjust throughput. I believe this has lead to little in the way marketing and sales effort as they feel they need to ensure the throughput for long term survival of the mill which means they sometimes sell below import price levels and always at low margins. The plate market is not what it used to be as a lot of infrastructure components are now fabricated offshore and imported as finished products. (Railway wagons, windtowers, LNG trains, bridge pilings etc, etc) and therefore the big infrastructure spend may not be massive for the plate range.
Colorbond needs to stay competitive with other roofing systems (tiles) so it would not be possible to put through that level of price increase and retain Market share(volume).
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