Triangle Tires – ambitious new strategy for company’s future in Europe:
Apart from exhibiting at this year’s Reifen 2014 show in Essen, Germany. Weihai based tyre manufacturer – Triangle Tyres Co Ltd – used Europe’s most prestigious tyre show to stage a major Press and Customer Conference which, under the heading of ‘Shaping the Foundation for Growth’ presented the company’s bold new future strategy for Europe.
SA Treads spoke with Mr Jenner Powell – Vice President Marketing of Triangle’s Global Business Centre office in Shanghai who pointed out that following a period of redefining Triangle’s future business momentum when it was established that Europe would be particularly focused on with special attention being given to products, channels and communications. The Global Business Centre has recently been opened in order to manage Triangle’s worldwide marketing and international sales operation.
At the conference it was announced that Triangle would be establishing a future ‘Road Map’ for both PCR and TBR products which will be carefully based on the current European market situation as well a competitors movements. This will enable the company to operate a ‘phase in and phase out’ policy on a structured product time line. Jenner adds, “We are also investing in upgrading our current product range to increase performance levels for our respective targeted consumer segments. At the same time Triangle recently conducted a series of product testing programs in Europe.”
The conference also revealed that a constant launch of new products will take place in the next few years which will eventually replace Triangle’s complete current PCR range. This renewed strategy will be based around ‘filling gaps’ in key sizes in Ultra High Performance Premium, Budget segments with each segment benefiting from an increased product portfolio. It is also anticipated that SUV tyres will also be made available to the European market in due course.
Jenner continued, “Plans are also in place to further develop our distributor networks especially in regional locations in areas where we can identify opportunities for improved growth from Triangle. In accordance with this development we have already commenced working with distributor Bedelco s.a. for our TBR and OTR tires in key European markets including Germany and France along with emerging markets such as Romania.”
Finally Triangle has also recently revamped its global website to provide increased international company and product information as they dedicate the rest of this year to reorganising for future European growth momentum.
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