GC&P takes an SME to China

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]Company[/custom_headline]Our client is a company specialized in working steel wire. Thanks to the use of technologically advanced machines the company can offer a wide range of products among which accessories for cold shelves and display counters for supermarkets and shops in general, hospital bed springs, netting for metal storage containers. The success of the company is due to its capacity to satisfy each customer’s needs and to its continuous research on materials for surface treatment and surface protection.

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Challenge[/custom_headline]
In the last few years, in spite of its reputation for higher quality and excellent customer service, the company has experienced a growing competition especially from Chinese manufacturers, with the risk to lose a significant share in the market of refrigerating shelves. Hence the need to visit that market and see if China is a threat that can be turned into an opportunity.

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Action[/custom_headline]
The project which has involved a number of GC&P’s people over a period of about three months, has been divided into two steps: a strategic workshop and a mission to China. During the strategic workshop we have analyzed the company, its history, its market, its competitors and its strategies for the future. After this we have defined the guidelines for the mission to China; in particular visit to “twin” companies, contacts with potential partners, analysis of local markets in order to identify potentially new customers. Following this strategic part of the job we have organized and planned the mission with the help of our Chinese partners who helped us identify the most interesting companies to visit. After the approval of the plan we went to China together with the Top Management of the company and we supported them during the whole journey under every aspect including the far from small linguistic problem.

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Results[/custom_headline]
As a result of this China mission the company has a better idea of the strengths and weaknesses of Chinese companies compared to European companies. In addition they had an opportunity to analyze the distribution system of the great chain stores in China and they could identified a number of potential partners. All this is but a starting point, but an old Chinese proverb says: “The man that moves mountains starts moving small stones.”