· SCHIEDEL

Schiedel, the industry leader from Austria, widely recognized for its high standards of innovation, quality and safety, pursuing further its expansion in Europe looked into the possibility to enter Portugal and Spain, where EWExport team member was majorly involved. Thanks to its state of the art technology Schiedel produces chimney systems for residential and industrial buildings made of stainless steel and ceramics making it stand out among its competitors.

Schiedel considered the market entry based on a five-year business plan with the perspective to establish locally a manufacturing plant once the minimum demand volumes were met. This would mean the set-up of an entirely new organisation in the Iberian Peninsula.

This challenging project comprised the detailed investigation of the Iberian market from a competitive and environmental point of view, distribution channels, pricing, and developments on constructing trends, legislation, among others.

As a result of this detailed market study and a number of visits to selected potential customers in Portugal, it was decided that due to the construction techniques used in Portugal, the accepted level of quality and product requirements from a legal and safety requirements, Schiedel products would not achieve the volumes expected and therefore the business case would not be successful. Hence, it was advised that Schiedel should focus on other markets for its expansion and not on the countries of the Iberian Peninsula.

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