EDITOR’S CHOICE  CSM AGENCY


CONSTRAINT 1: REACTIVE STRATEGY International growth often begins reactively. A client abroad requests supply, or a trade fairsparks new  they rarely build sustainable scale. Reactive growth depends on timing and relationships. Designed growth depends on intent and repeatability. A designed strategy focuses on clarity and


opportunities that align with a company’s resources and key differentiators. It aligns leadership intent, market selection and pricing around deliberate choices. It asks what market  investment is required and how success will be measured.


 Their strategies remain rooted in operational excellence rather than commercial design. The result is a business model that works well


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domestically but becomes harder to replicate internationally once founder networks or legacy customers reach their limit.


CONSTRAINT 2: INFLEXIBLE STRUCTURE Many organisations are structured for operational control rather than commercial agility. Decision-  cross-functional coordination is limited. Digital transformation can help, but only when it  Irish manufacturers have implemented Industry 4.0 tools such as predictive maintenance and smart-factory analytics. According to AI Ireland,   and automation in their Irish production facilities. However, progress across the broader sector


remains uneven. A 2025 PwC Ireland report, AI in Operations - Revolutionising the Manufacturing Industry, found that only 4 per cent of Irish   Irish manufacturers have digitised production


but not yet applied the same sophistication to their commercial systems. The next evolution will require structures designed for agility, where operational data, customer insight and commercial decisions connect in real time.


REAL-WORLD PROGRESS: THE AQUATABS EXAMPLE A clear illustration of this evolution can be seen in Aquatabs, the Irish-based water  Kersia Group. Known globally for its life-saving products, Aquatabs faced a familiar challenge:


November/December 2025 Irish Manufacturing 11


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