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sector case story- |
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In 1994, Bricad was assigned to run a market acceptance effort in Europe for an American company with a new type of aluminium particulate (MMC) material. Bricad was able to bridge a cultural gap between the material producer and its European customers. Often the language was only English on one side and only German, Italian or French on the other with the understanding in inches, pounds and dollars on one side and metric, grams and Euro on the other. During our stewardship we could cite many occasions when Bricad's diplomacy skills were stretched.
The projects Bricad nurtured "catalytically
drew" were in many cases quite extensive and could sometimes
involve 5 organisations with some 50 engineers and decision makers
involved at any one time. Bricad’s MMC budget was limited to a small fraction of the worldwide effort with a minimal market communication budget. Bricad set up a 4 language web site for the customer and kept contact with some 500 companies. Bricad arranged for the acceptance of the foundry product to commercial introduction with car OEM companies and train system suppliers. Despite the progress made in Europe, the client’s effort was wound down in year 2000 due to changes in their priorities and organisation. Organisations with "real" Metal Matrix Composite business or technology interest can call on Bricad. We will happily review your requirements and prepare a suitable program.
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| © 2002 Bricad Associates |
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The
marketing job was based on technical and commercial competence
coupled with networks in the automotive, aerospace, foundry, machining,
tool, component and system manufacturer, sport- goods makers and
rail/ construction/truck equipment manufacturers. During this
job it was critical to select priorities in collaboration with
our client, since many avenues were open.