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COMPANY NEWS
Marangoni's Alpha Ring production line is almost fully automatic
of quality retreading. “Our strategy, he added, “is to grow with the market of quality retreading”.
On a global level, Ferrari also touched on the Group’s aims for specific regions.
In North America, where the company claims a 5 per cent market share, the aim is to grow to 10 per cent, whilst in South America, where the Group holds a 10 per cent share, the aim is to become the reference brand. The company has recently consolidated its presence in Brazil, Argentina and Chile and now has 12 controlled plants in the region. Recent developments include the opening of a new production plant in Rosario, Argentina, which will allow the company to expand into other Latin American
countries such as Ecuador, Peru, Colombia, etc.
As far as the Chinese market is concerned Marangoni’s main aim will be to continue to promote quality retreading and to establish a small local tread manufacturing facility. According to Ferrari, the company had been looking to purchase a plant but has now decided to establish its own plant manufacturing about 5000 tons with the ability to increase to 10,000 tons. Marangoni will be targeting 3 or 4 provinces to begin with.
In Europe, said Ferrari, the main aim was to shorten the chain to the end user. There was, he said, no need to grow market share by much.
Activities in Europe would be backed up
by a 6 million Euro investment in the Henstedt-Ulzburg facility. Future plans include a second alpha ring production line scheduled for 2012 and a second mixing line earmarked for 2013.
Matthias Leppert, the MD of Marangoni Retreading Systems Deutschland, further expanded on the Group’s European strategy. Firstly, there would be a complete rebranding exercise in Germany with the Ellerbrock brand being replaced by Marangoni. The Ellerbrock brand is a traditional leader in Germany but, according to Leppert, activities are strong enough to allow rebrand. “All business customers will still recognize us despite the name change”, he said Overall strategy in Germany, Austria and Switzerland would be to expand share in medium accounts, added Leppert. Meanwhile the company would be looking to leverage more on the Ringtread name and improve coverage in Scandinavia, whilst in Eastern Europe the focus would be on counteracting low prices with quality service. In Russia the aim is to take advantage of the high potential market growth in that area.
Giuseppe Ferrari and Massimo de Alessandri
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