Doosan Infracore has maintained its robust growth in advanced construction equipment markets such as North America and Europe, where it has striven to increase its market presence, just as it has in China.
During the 1st quarter of 2019, Doosan Infracore posted sales of around KRW 200 billion in the North American and European markets, showing a threefold increase of 14% compared to the 5% market growth rate recorded in the same period of the previous year.
Doosan Infracore attributes this achievement to the implementation of aggressive sales strategies attuned to the recovering economies of the regions concerned.
In North America, Doosan Infracore strengthened its marketing competitiveness by expanding its dealer networks, offering customized service programs, and improving its customer responsiveness. In Europe, however, it enhanced its customer responsiveness by stabilizing new dealerships early on and expanding its local sales organizations’ authority markedly in such European countries as the Czech Republic, Italy and France.
Meanwhile, Doosan Infracore opened a new parts supply center in Seattle as part of its drive to bolster its parts supply capacity in North America. The company opened its third parts supply center in the USA, following those in Atlanta and Miami, in line with its strategy of increasing its customers’ equipment operating ratio and satisfaction by supplying them with parts far more quickly than before.
To raise its brand awareness, Doosan Infracore actively engages in sports marketing in its main markets, and has sponsored The Open, one of the world’s four major men’s golf championships since 2010 and the Major League Baseball of the USA for the last three years, further strengthening its market position in Europe and North America.
As it currently lacks a construction equipment production base in North America or Europe, Doosan Infracore has been working hard to establish ‘customization centers’ in both regions in order to be able to respond more rapidly to customers’ orders. Such centers produce end products with the intermediate goods that they receive from Korea according to local customers’ specifications. Recently, its customization center in Europe expanded its product range to large-sized construction equipment. In North America, the company plans to set up the customization center by the end of the year to dramatically reduce its product delivery time and actively respond to customer demand in the region far more quickly.
An official of Doosan Infracore said, "Like last year, we have started to achieve double-digit growth in the advanced construction equipment market this year,” adding, "We expect to achieve this year’s sales target of KRW 840 billion KRW in the advanced market without difficulty.