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 World Trade Center Buffalo Niagara has helped
strengthen the global position of numerous companies.
Trade Success Stories:
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Export Management & Market Entry
Case Study:
Rigidized Metals Company
Focused export
management and market entry strategy leads to distribution contract;
precursor to export sales for Rigidized Metals in Mexico.
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“Rigidized Metals Corporation has long
sought a partnership with a Mexican distributor. I have personally
traveled down twice in search of a company with the necessary
knowledge of metals to represent us – each time returning to Buffalo
without a worthy partner. This year, we turned to WTCBN for help.
You and your team are to be congratulated
for matching us so perfectly with our new distributor in Mexico.
Their visit to Buffalo was extremely well orchestrated and this
match shows your ability to thoroughly
assess the needs and cultures of both companies. We look forward to
working together not only in the solidifying of this relationship,
but also in opening many other markets for Rigidized.”
-- Rick Smith,
President & CEO |
For over 65 years and three generations, Rigidized®
Metals has produced deep textured design-strengthened metals for a wide
variety of architectural and industrial applications. Headquartered in
Buffalo, the company serves both domestic and international customers;
Europe, Asia and Australia have been their primary export markets.
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Mr.
Richard “Rick” Smith (left),
President of Rigidized Metals Company
and his new distributor in Mexico. |
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Situation
With careful consideration of competitive
factors and industry alignment, Rigidized® Metals turned its attention to
Latin America in 2005 and retained World Trade Center Buffalo Niagara
(WTCBN) to bring focus to its export management and market entry strategy
for Mexico.
After several attempts to develop a distributor
relationship that had the right fit for family-owned Rigidized® Metals, the
company recognized the need for a systematic approach to partner selection
in Mexico.
Solution
The process began with the development of a
plan to leverage WTCBN’s resources, including a dedicated export sales
manager, to build a successful strategy for opening this market for sales of Rigidized® Metals products.
Using a network of global research capabilities
including the resources of world trade centers, industry associations, and
in-country contacts, WTCBN conducted market research to identify the most
appropriate distribution channel for Rigidized® Metals products.
Research findings were synthesized utilizing WTCBN’s
multilingual capabilities and specialized knowledge of Latin American
business culture, so that the broad identification and qualification of
eighty-four potential distribution partners were distilled to a small number
of high-potential partners with the interest, capabilities, and capacity to
assist Rigidized® Metals achieve its export objectives in Mexico.
WTCBN arranged for one of the highly compatible
potential partners to travel to Buffalo to meet with company executives in
late 2005. At that time a new distributor for Mexico was appointed as Rigidized® Metals’
representative/distributor for Mexico. As the relationship with this new
partner strengthens, the next step is to act on the sales opportunities.
With sales development discussions on-going, WTCBN continues to work with
Rigidized® Metals to grow its international business targeting South American markets. For additional details on the project, or
to discuss how WTCBN can help your company develop a market entry strategy,
call WTCBN at 716-852-7160. |
