"You
can't service the UK from Italy":
Says Mr Ian Alderson, Managing Director
of Nice UK.
Like many overseas companies in today's
global markets, the first step to introducing a company's
 |
products
into a new country is to develop a partnership
with an existing business within the target
country. After successfully developing a brand
presence in the new country it is often prudent
for the parent company to establish a wholly
owned subsidiary company within the newly developed
market place.
The Italian automation manufacturer
NICE have recently applied such a strategy having
established NICE UK. |
Trading since the beginning of June 2004, Mr Ian Alderson
appointed MD of NICE UK gives us an insight into the
current activities and aims of the new UK operation.
"The first five months have been
hectic. Appointing the right staff, locating a suitable
property and the logistics involved of getting NICE
UK functioning as it should have been a rewarding
challenge."
"You cant service the UK market from
Italy, along with reliability of NICE products, its
important that the price has got to be right. Within
this the drive has been to ensure excellent service
which starts with a good attitude and understanding
as soon as a customer calls NICE UK on the telephone,
and includes quality technical support and next day
delivery."
Initial marketing material has been sent
out to 2,500 installers, gate manufacturers etc across
Britain with 80% expressing an interest. Ian states
that his goal is for NICE UK to get out and see people
- building partnerships and relationships with people
through face to face contact.
