By Valery Sidorchik
At present, the Rechitsa Hardware Plant exports about 1m Euros of products to the Czech Republic monthly, with Belarusian metalware accounting for half of the local market. “Primarily, we’ve managed to ensure expansion via vigorous, goal-oriented efforts to promote our products,” explains the company’s Director, Adam Vashkov. “With assistance from a Belarusian trade representative, a powerful advertising campaign was launched in the Czech Republic, with Rechitsa logos placed on the uniforms of hockey players (the sport being extremely popular in the country). The company also initiated other non-conventional marketing strategies, leading to the desired result.”
Advancing onto the Czech market, the company faced tough competition from local hardware manufacturers and those from neighbouring Bulgaria, Romania and Poland. “We advertised ourselves as offering high-quality products, reliable logistics and other necessary attributes of foreign trade, to sway our partners’ choice,” adds Mr. Vashkov.
Founded in 1912, the Rechitsa Hardware Plant initially manufactured nails and wires but is now a recognised European producer of special nails and fasteners, exporting to almost all European countries.