**London**: Fujitsu General, led by COO Deane Flint, emphasises distributor partnerships as key to its growth strategy. With a focus on innovative product offerings, the company aims to enhance market share and address customer needs effectively, overcoming past challenges to ensure future success.
Fujitsu General, a notable name in the HVAC industry, has been operational globally since 1936 and has maintained a presence in the UK market for over 40 years. The company, under the leadership of COO Deane Flint, has reinforced its market strategy primarily through distributor partnerships. Flint elaborated on this approach, stating, “Our route to market is predominantly through distributors. We partner with distribution or wholesaling companies, and that’s been the approach for many years.” This method has historically accounted for approximately 80 per cent of the company’s business, with only 20 per cent stemming from a direct-to-market strategy that the firm continues to pursue.
The company has faced its share of challenges, including a temporary loss-making period around 15 years ago. However, Deane noted that the previous COO successfully steered the company back to profitability, allowing for significant growth over the last five years. Flint remarked, “Thanks to that turnaround, the business has grown significantly in the last five years, which is a great place to be. The goal is now to see what additional growth we can create for the business.”
Deane Flint brings extensive experience to his role, having worked in the heating, ventilation, and air conditioning sector since 1981, and having held significant positions at major manufacturers. “I began as an apprentice, working as a heating, ventilation and air conditioning draftsman,” he recounted, outlining a career that led him to manage operations across various territories. His journey has equipped him with insights into the diverse methodologies employed across Europe for tackling heating and cooling challenges.
Since joining Fujitsu six months ago, Flint has discovered the company’s strong market presence. He stated, “I knew Fujitsu was a very strong brand; I didn’t realise though, quite how strong its market penetration was. This provides us with a brilliant foundation to build from.” He identified opportunities for growth, particularly in addressing minor gaps in the product portfolio and in market share.
Fujitsu is already strategically positioning itself to leverage these opportunities through innovative product offerings that remain unmatched by competitors. Deane described their product capabilities: “We have products which can perform at very low external temperatures.” He emphasised the importance of their systems, which can efficiently provide heating even at extreme low temperatures, catering particularly to the demands of the Northern European climate.
Fujitsu’s approach is characterised by a commitment to meeting customer needs through proactive involvement in projects from their inception. Flint explained the advantages of this early engagement: “We like to get involved in projects from the earliest point possible, often in the planning stages because the earlier that you are involved, the more you will understand about the application.” This proactive strategy enables the company to adapt their proposals more effectively and ensures that the right information reaches relevant stakeholders during the tender process.
Moreover, being engaged early in projects aids in maintaining the integrity of client requirements. Flint expressed that involving stakeholders from the beginning helps mitigate the risk of client needs being compromised as projects evolve. He articulated the challenge faced in construction, noting, “Unfortunately, quite often in the construction industry, client’s requirements can get slowly eroded over the course of a project.”
By prioritising a client-centric approach, fostering innovative product development, and identifying less-exploited market segments, Fujitsu aims to continue its trajectory of growth in the coming years.
Source: Noah Wire Services
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