First of all, a market study of the sector was carried out for Spain and the regions that were supposed to have potential for demand each product (Southamerica, north of Africa, EU countries, Canada, etc).
Product diversification viability study: The optimum countries to export the products were analyzed one by one, considering the costs, the country risks, legal barriers, competence, type of payment, foreign exchange risks and macroeconomic situation. The main markets of our competitors were included in this analysis.
Rafts have their main market in the EU zone. Markets from other continents are interesting for possible manufacturing liscences, which will be studied after check the response of the market to the product. Despite of the size, the analysis showed that the transport does not have a very limiting overrun to long-distance exports.
Industrial property analysis:
The deepest work performed was in this field, where we had a strong support from the coach. The process to register the industrial designs carried out (however, it is still pending on further development) and also we managed to understand the way to protect the products in the country where the exports are carried out. Also the company wrote model contracts for possible manufacturing licenses.
Market barriers analysis:
Study of homologations, requirements, duties and required certificates for each product in each of the international markets identified as a profitable. With this research was noticed that direct exports to United States of America were not possible as the product contains steel, so if the country is identified in the future as interesting the commercialization should be done manufacturing the products in the country.
Client study through visits and surveys:
The real demand of the clients and prescribers is a key factor for success. Surveys within this stakeholders helped to determine their perspective of how should be the perfect product. This was a very useful information to estimate real costs and competitiveness of LUFORT precast product. The constant feedback from these stakeholders was perfect to improve and optimize the elements. The specifications from each country were also identified, but not always matched with the industrial possibilities. Standarization of the products has to be done in order to optimize the industrial structure.
Commercialization plan:
LUFORT needs a structure for arriving to the client. This varies depending on the product. As rafts are a very different product than the traditional concrete precast elements, this subject required an additional research. For all the cases exist the possibility of the company implementation into the region if the sells exceed the expectations and the turnover can cover the costs.
The commercialization was structured with a Join Venture between Lufort (precast company) and RDC, the special concrete consulting company which owns the industrial property. The benefits of this society will be shared.
