Articles from Auriga Magasinet No. 1, May 2006
New subsidiaries
Cheminova’s products are marketed worldwide.
At the time of adoption of Business Plan 2010, Cheminova has twelve subsidiaries around the world, and since then four new ones have been established. The aim is for Cheminova to be represented by its own subsidiaries in all the most important markets by the end of the plan period.
– During the plan period, the geographical distribution of Cheminova’s sales will come to resemble the entire world market more and more. We will set up subsidiaries in the larger markets, where we have no direct representation at the moment, even though it takes time to enter new markets. It is another long-term investment, but together with the wider product portfolio, a profitable one in the long term, says Bjørn Albinus.
Chemionva’s existing products have been successfully introduced in a number of new markets in recent years, and these products will continue to contribute sales in the plan period – several of them still hold good development potential.
However, growth in revenue will primarily come from the group of new products and the pyrethroids.
In addition to its ongoing sales activities, the sales department is also involved in the acquisition
of new products and establishing subsidiaries in new markets. Cheminova will be represented
by its own subsidiaries in the most important agricultural countries, with its geographical
presence and product mix coming to resemble the world market more and more.
More than 40 products
At the end of the plan period, Cheminova will have a portfolio of more than 40 products, according to Business Plan 2010. In 2000 the figure was 14 products and in 2005 31 products.
The increase in the number of products generally means that there will be more item numbers for the sales department to handle. This has a bearing on IT systems and marketing activities, but also, for example, on the many labels for new products and new formulations required in different languages for all the different markets where the products are sold.
- We want to be close to end-users with a view to always being abreast of developments and so that by closely monitoring the individual markets, we are geared to meeting customer requirements. It is important that we are able to launch new products in relevant markets so that price, quality and delivery terms are in line with end-user requirements, Bjørn Albinus states.
Generally, the investment in the five core competences will mean that Cheminova will see a fall in its key figures in the short term. At the end of the plan period, the result will, however, be extremely satisfactory key figures.
Other articles:
|
