LAFARGE is today the world leader in building materials. The group operates the production and marketing of its 3 main business units - cement, aggregates and concretes, gypsum - over 79 countries and accounts for 19 billion of euros of sales. With most of its clients being giants of buildings construction, Lafarge works with - and is being judged by - numerous stakeholders such as customers, communities, NGOs, governments and shareholders.
In a context of profound changes undergoing in the sector with the rise of emerging countries, the growing concern of climate change and the constant care of both economic performance and employees' safety, Lafarge strives to communicate better towards business stakeholders.
This case study will offer you the chance to participate at the new positioning and actions plan of LAFARGE's B to B communication on recently emerged, though steadily growing, social networks.