How to market a product only few can spot?
This tricky question has been at the core of SWORD activity in the bandsaw blades industry. When you are listing costs of a typical factory like semi-products, capex, energy or wages, these may sum up to 80-90% of total costs. What is left goes to consumables, services or tools. Regarding the tools, the cost of saws can be almost negligible.
?Why choose it then?
?Yet, SWORD has been built around one inexpensive product. Technical, difficult and demanding in a highly competitive market. An unobvious strategy taken in early 90’s has brought considerate benefits. Throughout years the company has devised a masterplan to introduce and strengthen the most valuable bandsaw blade brand on the Polish market – SWORD-MASTER.
?It wouldn’t be true to say that it was a plan drawn up from scratch by the owner or management in 1987. SWORD’s game plan was rather to stick to some general principles. Among them, loyalty to suppliers and customers first, promises kept and liabilities settled and employees, who are respected and fairly paid.
?The fundamental idea behind is business approach facilitating industrial cutting for thousands of customers. We handle promptly over 7000 partners in Poland. No competitor has reached similar levels in Central Europe.
?Cost-wise decisions only?
?SWORD’s cutting tools may be irrelevant in a cost structure. But they are often a part of the process that involves huge investment in raw material. A simple 6000mm long Φ70mm steel roller can cost around 3k PLN (620EUR). A blade capable of 300 cuts is around 100 PLN (20 EUR). So – maximum – you can cut material worth 900k PLN (186k EUR) with our 20 EUR blade. Now, does quality of the blade matter?
Technics and T/teams
?So, we are always on the ball, focused, when it comes to blades and quality. This is how we market the product and earn our living. We sell through technical advisory and brand reputation. The latter is built by thousand little steps when our staff goes an extra mile for customers when needed.?