BUSINESS WEST – CONNECTING BUSINESSES inspire


Tetronics International ‘cleans up’ overseas


With the support of the Department for International Trade (DIT), experienced exporter Tetronics is making influential connections and positioning itself for further global growth. Employing 65 people and with a turnover


of £12.5m in 2014, Tetronics develops bespoke environmental technology solutions and thanks to the support of DIT, this growth is set to continue in 2017. A Swindon-based pioneer in environmental


technology with a strong global footprint, Tetronics supports the recovery of precious and base metals from spent catalysts, mining ores and electronics waste and removing the toxicity of industrial materials such as asbestos and air pollution control residues. “We are the global market leader in our


The complete newbies These companies have never sold to China. Often, they know their competitors have already entered the market, but often they require assistance in identifying whether there is a market for their products. Many companies have never considered that they could be selling to China – and many of these companies could be making much fatter profits by doing so! Stute Foods have never sold to China, but we


are helping them change that. First, we confirmed that in a country with over 100 million diabetics and an increasingly health conscious public, there would indeed likely be a market for their no added sugar preserves and pure fruit juices. After identifying the opportunity, we have


advised Stute on business culture, IP and regulatory issues in preparation for a market visit in which we will take 12 South West food and drink companies to China this September. We have been organising meetings for Stute on this trip and stand ready to assist for a follow up visit next year.


Don’t miss out on our China SME Forum at Ashton Gate Stadium, Bristol, on 26 September. Book your place at: https://goo.gl/TwV9Ma. For more information on the Export for Growth project and Extend you Global Reach, visit goo.gl/67XeRK or call 01275 774 854.


sector. Our technology is used in numerous geographies and applications and we therefore require a focused strategy to developing new and existing markets. DIT continues to help us develop that strategy and to ensure the relationships we hold and the connections we have are at the highest possible level. This puts us in the strongest position to win more business and further grow our footprint,” said Kate Colclough, group marketing manager. Tetronics has succeeded in securing export opportunities in the Far East, China, EU and the USA. It aims to increase its exports to these and other target markets such as Latin America, Central Asia, Central Europe and Australasia. The company works closely with DIT in order to achieve these ambitions and is a good example of how DIT can help experienced exporters and established small medium enterprises. “We have been working with Tetronics for


many years and we have developed a strong partnership. The support we provide opens doors and adds credibility to the business development process,” said Andrew Fraser, international trade adviser.


Spotlight on China Tetronics first exported to China in 1992 and has been exporting ever since. As China’s economy, population and wealth has grown, and environmental legislation has tightened, so have the opportunities open to Tetronics, which has led to their Chinese expansion. Within the next few years, Tetronics will be


totally self-sufficient in China, with its localised office housing technical support, commercial, sales and marketing functions. That will also then be a springboard to servicing other operations in the Asia-Pacific region. “China is a vast market with many different provinces and layers of political influence. As Tetronics seeks to identify cities and regions that could benefit from its services, DIT provides market intelligence and helps to makes introductions to decision makers through various missions,” said Andrew. From a marketing standpoint, Tetronics has


also sought DIT guidance in China to support the development of a localised communication approach and to benefit from the ‘on the ground’ knowledge of DIT and its partner, China British Business Council (CBBC). “In a complex market like China which is so culturally different to other markets, DIT has proved to be a key sounding board for our communication activities in China,” said Kate.


Sizing Up the Americas The company’s next strategic focus will be in the Americas. Trade missions are planned and Tetronics is working closely with the respective embassies, their local South West international trade adviser and DIT sector experts to ensure the best possible approach. “Tetronics exemplifies the exceptional


green engineering capability of the South West. The international business that Tetronics is capable of winning represents high value opportunities in high growth markets which are both core priorities for DIT on a national level,” said Andrew.


Get ready for SME China Forum


Sweeping headlines and macro-policies can sometimes make it hard for companies to understand how their offering fits into the China market, but with the right advice that really shouldn't be the case. As China shifts to a more service and


consumption driven economy, known as New Normal, opportunities are increasingly opening up for South West companies across many sectors. Much of China's growth over the last 40 years


was built on low-cost export and large-scale domestic asset investment. Nowadays however, China's burgeoning middle-class is seeking goods and services at which our local UK companies excel. If you are an innovative and creative SME with a strong offering, then China is a place you must consider. And your first step is to attend the SME China Forum on 26 September at Ashton Gate Stadium in Bristol.


The annual Forum, with support in 2017 from Business West as gold sponsor, is now in its fifth year. It is one of China Britain Business Council's flagship, national events and focuses specifically on the challenges that affect small and medium size businesses as they enter the China market. Business West’s ERDF funded Export for


Growth project will be leading two sessions for their regional Extend Your Global Reach programme. The focus for the first session will contextualise one of China’s major government policies, Made in China 2025, a national initiative to improve domestic manufacturing. The second session will look at the healthcare landscape. With the support and advice of Business West


and the China-Britain Business Council, succeeding in China is something that every well-prepared company in the South West can achieve.


SEPTEMBER/OCTOBER 2017 insight 15


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