Issues:
- During our time at ANI Printing Inks we identified the need for additional volumes of ink for our primary production facility in Sweden. Achieving this should result in reducing the overall unit cost of our sheetfed printing inks.
- We had mature markets throughout Europe where growth was limited. We had identified North America as a suitable market for expansion and took on responsibility for developing and implementing a three year strategy for the North American market.
- An analysis to define market dynamics and North American product requirements was undertaken. We then created a three year operational plan (TOP) for board approval.
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Strategy:
- Appointment of strategic partners in all key American states.
- Develop volumes in line with TOP
- Open blending and distribution facility in United States
- Develop sales and technical team
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Actions:
- R&D programme for product adjustments and subsequent market testing
- Appointment of sales and technical staff
- Visibility at all major North American trade shows, namely Chicago, Miami and Toronto
- Set up our own blending and distribution plant in Minneapolis.
- Seminars for dealer networks
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Results:
- After 3 years we had generated 800 tonnes of additional volume surpassing targets of TOP
- Secured distribution partners in 14 major states, stretching from the East to West coast of US and Canada.
- Developed strong brand recognition
- Operating today as a very successful business model
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