North America
Tanfield's aggressive sales and
marketing strategy, allied to the
cross-selling of key UpRight machines
to the Snorkel customer base, ensured
strong sales in 2007. By the end of
March 2008, the Group had sold out
production for the first half of the
year - despite increasing output by 60%.
A factor in this growth is sales to Tier
One equipment rental companies.
Tanfield has secured Preferred Vendor
status with one of America's largest
rental companies, which has already
outlined an initial fleet requirement in
excess of US$50m.
Emerging Markets
Growth in emerging markets is chiefly
driven by equipment rental companies.
Large Scandinavian rental companies are
expanding their operations in Russia and
the Baltic States, while their European
counterparts have focused on the other
high growth market, the Middle East.
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Rental companies operate streamlined
supply chains, generally preferring to
purchase aerial work platforms from just
two or three manufacturers. In order to
make the preferred vendor list and tender
for these high volume fleet orders, Tanfield
has to offer a strong product portfolio in
all segments of the market, from small
electric scissor lifts to large rough terrain
boom lifts.
The acquisition of Snorkel and subsequent
cross-selling of its proven, known
products into the dealer base realised
this goal much faster than would have
been possible through the design and
development of new UpRight machines.
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