Targeted Strategy Leads to Sparkling Success
Ukraine’s glass industry may be on the verge of a dynamic new chapter in its development if the results achieved by one major glass producer at a recent European trade fair are any indication. After two years of receiving assistance from USAID’s BIZPRO project. Ukraine’s glass producers are now finding opportunities to highlight their products to global buyers and experiencing tangible commercial success.
For the Svitlovodsk SKLO Glass Plant, the 2006 Tendence Lifestyle Trade Fair, held annually in Frankfurt, Germany, offered the company the opportunity to present its wares to a broad array of prospective European and international wholesalers. Buyers rewarded the company with $1 million in orders, a five-fold leap from last year’s figure. The company’s rapidly growing success has been largely attributed to its high-quality product line and meticulous workmanship. The fact that Svitlovodsk SKLO met its commitments for all of it 2005 orders also encouraged prospective buyers.
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The Svitlovodsk SKLO delegation returned from the 2006 Tendence Lifestyle Trade Fair with $1 million in new orders
Photo Credit: Tetiana Dudka |
More importantly, by participating in the Tendence Lifestyle Trade Fair for a second consecutive year, Svitlovodsk SKLO persuaded potential partners that this manufacturer is a serious player in the art glass market. Ukrainian producers had made their debut at Europe’s biggest home furnishings exhibition in 2005. Then, potential buyers expressed interest, but many were reluctant to place orders with companies that they had never worked with before. While the Ukrainian delegation received orders, most were fairly small; buyers wanted to see if their new partners were stable, reliable, and could meet high quality standards.
“It was symbolically important for us to return to Tendence this year. We demonstrated consistency and a readiness to cooperate with our foreign partners,” explained Andrei Lutyi, director of Svitlovodsk SKLO.
In its work with the glass producers, USAID’s BIZPRO had emphasized the critical importance of meeting expectations as it helped companies like Svitlovodsk SKLO prepare their 2005 orders. This year, the Ukrainian art glass producer arrived at Tendence fully prepared. Carefully selected products geared toward European tastes were attractively displayed and advertised. The glass was competitively priced, and – most importantly – Svitlovodsk emphasized its willingness to fill orders according to the needs of the customer. This strategy brought many new clients to the Ukrainian booth, while wholesalers satisfied with last year’s orders returned to negotiate new, larger deals.
Svitlovodsk SKLO secured so much business at Tendence that production for the upcoming year will be focused entirely on fulfilling those orders.
“Now we have to prove that we can honor our commitments,” says Andrei. “USAID/BIZPRO helped us with marketing, but meeting the high expectations of foreign clients is up to us.”
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