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To: Hamed Alavi From: David Gelashvili Irakli Saamishvili Date: 16/07/09 Case #1 Tollens N.V. Holland – Surfstone.

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Presentation on theme: "To: Hamed Alavi From: David Gelashvili Irakli Saamishvili Date: 16/07/09 Case #1 Tollens N.V. Holland – Surfstone."— Presentation transcript:

1 To: Hamed Alavi From: David Gelashvili Irakli Saamishvili Date: 16/07/09 Case #1 Tollens N.V. Holland – Surfstone

2 Company The company Tollens was established in1953. Company expanded through the excellent reputation of its kitchen furnishing and entered German & Belgium Market. Their marketing effort was: Excellent relationship with Distributors Rising of customers loyalty

3 Marketing Company decided to concentrate its resources on the manufacturing of solid surface material sheets and develop a wide network of certified fabricators of Countertops. In Company started aggressive marketing. In 1972/77 - Company entered France, Switzerland, Italy & UK

4 The New Age In Sons started control of the company. They hired several experienced marketing managers (Kees van der Maas). Marketing efforts increased sales 90% during next seven years. Most successful Products were: Surfstone-solid surface material Share 17% from European market

5 Kees van der Maas – Director of sales The boom gave him an opportunity to demonstrate his skills of planning & managing salesman's, distributors, dealers, fabricants. Tollens Expansion formula was: Recognizing the importance of local tastes and traditions, Tollens decided to concentrate its resources on the manufacturing of solid surface material sheets and develop a wide network of certified fabricators - 350

6 Relationship with distributors Over 60% of Tollens distributors had been with the company for 10 years or more (relationships were personalized) Managers were very well positioned in the construction circles. (architects and interior designers)

7 Training & Reputation Training of employers was part of the strategy of Tollens. Courses were offered: Regularly in Amsterdam, Twice in every major capital. 92% - of orders where done in 5 days Warehouses near major market Good electronic control system

8 The Product Solid surface materials are used for countertops Advantages: More durable then laminate Easily repaired Easy for technical installation Big choice of color (15)

9 The American market Negotiations with Jonathan Butler 3 major areas: 1.The size and structure of American market. 2.The analyze of end user, Purchasing criteria, Purchasing decision making process. 3.Profile of the major manufacturers

10 The American market The American market for solid surface materials is estimated to be $600 million.

11 Hospital / Laboratory Industry Hospitals administration started to control budget Solid surface materials are not used yet. Laboratories started growing slowly. Solid surface are very important for them Advantage from laminate Non-permeable surcease discourages the growth of germs and mildew

12 Hotel Industry

13 Home Construction/Renovation Industry


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