By focusing on key product areas and market sectors, GTK has been able to grow its business significantly. Furthermore, the company has prospered despite the downturn in manufacturing facilities in the UK by supporting design activities in Britain and Ireland, and by having offices in the Far East and agents in Eastern Europe to ensure that production orders are fulfilled where products are made.
John Morath, marketing director, explains: "Two years ago we were very sales-led. Our part number count was very high, we had no real focus and we were involved in a lot of unprofitable kitting operations. We decided to take a long hard look at two areas – our product ranges and the markets we serve – and the approach we have taken has paid off handsomely."
GTK now concentrates on five product areas:
Morath continues: "By focusing on these items, we are delivering the very best performance in terms of price and quality for our customers."
At the same time as rationalising its product base, GTK took the decision to concentrate on specific market sectors. Morath says: "We identified some very specific applications – metering, gaming, instrumentation, PC switching and PC peripheral products – and undertook a telemarketing campaign targeted at those sectors, which also proved very successful."
Lastly, GTK has refused to panic as it sees manufacture move away from the UK. Morath states: "A lot of manufacture has moved offshore – Eastern Europe or the Far East – to survive. But very many businesses operate on the 'designed in the UK, built in the East' principle, so we have structured GTK to support this mode of operation. At the initial phase, our UK team gets heavily involved in design issues and component selection. Later, GTK agents in Eastern Europe or our branch offices in China, Malaysia and Taiwan ensure that all the logistics issues are handled correctly close by where actual production occurs."
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