At Ceramitec in Munich,
the Spanish company Morte, a European market leader in die construction for the ceramics industry signed a cooperation agreement with the German company HUP-Pietz Verschleißschutz GmbH. They will take over customer service for customers in Germany who already buy products from Morte. Another goal is the consolidation of Morte’s sales presence on the German market, which Morte regards as strategically important.
HUP-Pietz specializes in the development and production as well as trading with wear-resistant machine components of all types. Morte based in La Rioja in Northern Spain has built up an international reputation based on the modular design of its dies. Morte designs and manufactures dies, press heads and replacement parts for extrusion in the ceramics industry. For CEO Marcos Morte, the complementary nature of the two companies’ busineses was the deciding factor: “HUP-Pietz specializes in augers and we specialize in dies. HUP-Pietz’s customers in this sector are also our potential customers.”
Morte finally decided to go into the German market following one and a half year’s market research and cultivation by Argos Consulting. Argos created a database of potential customers and presented Morte in Germany. Following visits to ceramic plants, to investigate their needs and requirements, it soon became clear that the language barrier would be an obstacle to business. The customers want a German contact person with whom they talk to, who is based close by and can be on site fast to help in the event of any problems.
Two reasons convinced Morte and Argos to go into Germany. The German market needs more competition in the dies segment and many companies have shown considerable interest in an alternative product. Secondly, with its innovative die technology, which features special designs, wear and abrasion-resistant materials, Morte has generated additional demand. With the agreement of sales and service contract with HUP-Pietz, Morte ensures its permanent representation in Germany and closeness to customers.
This strategy fits in with Morte‘s general corporate philosophy to expand more strongly into foreign markets and to demonstrate its presence in the customers’ own country by means of agreements with locally based competent individuals or companies. Morte exports worldwide, its key export destinations in Europe include: Germany, France, Romania, Russia, Portugal and Turkey; in the Americas: Argentina, Brazil, Mexico and Venezuela; in Asia: China and Iran and in Africa: Algeria, Libya, Tunisia, Botswana, Morocco and Angola. Participation at the key international trade fairs like, for instance, Ceramitec, Tecnargilla or Batimatec is also part of the strategy.
Underpinning Morte’s market leadership is its commitment to its customers and the ongoing research in materials and the solutions to be applied. “We produce an individual product for every brick plant”, Marcos Morte assures. The company is certified in compliance with the quality and environmental protection standards ISO 9001 and ISO 14001.