In Padua’s area work beats the crisis

There is a time for everything. For the leading Paduan company Asaf, based at Fontaniva and having machine tools as core business, it’s time to invest, consolidate and study new market niches and forms of assistance. Despite the current crisis, nay just as an anti-crisis solution, the secret is beating to the draw and moving against the tide. A strong presence at international exhibitions, such as Resale in Karlsruhe, Germany, or at national trade shows like Expolaser in Piacenza, is also very important. April’s and November’s appointments have different meanings which are valuable from many points of view. A series of corporate strategies for 2009 has been at the centre of a nice chat with Mirko Bragagnolo.

As the sales manager of Asaf says, “The engagement to take part at various exhibitions abroad and in Italy is one of our company’s peculiarities. We believe in the potentials of some trade fairs and in their effectiveness as product showcases and exchange places with buyers from foreign countries. Therefore, we are convincing supporters of the ‘exhibition as a product’ which is still indispensable.”

However, your choice does not prescind from other both local and less traditional marketing actions…

“Of course, we are open for confrontation and stimulating ideas. However, this year we’ll have to cope with a real crisis hitting the small and medium enterprises, mostly as far as credits are concerned. It’s a fact: banks’ grip hinders the one who wants to buy a machinery from us or from another company. It seems to be incredible, but this an opposing trend towards the wish for information and the increasing demand found at national level.”

In which sense?

“In Italy, attention and demand are increasingly growing, at least in terms of product knowledge: phone calls, on-field verifications... people are looking around. This phenomenon is found more on our territory. It is very interesting indeed, and it inspires trust in future.”

A positive note leading to some considerations concerning foreign markets.

“These markets are not so bad, of course. I am thinking about India which has been slightly overlooked in the past. Now, it represents an important resource. I am also talking about South America and Russia, where there is still space for overhauled machines, despite the international downturn. We are able to assure good supplies also to the companies (often Italian) operating abroad. We should not definitely neglect training.”

Training is part of a very careful policy, isn’t it?

“Top-level training and assistance are our strength points. We are currently employing personnel, further enhancing this segment and improving our internal warehouse with new suspended platforms ensuring more flexibility and availability. Actually, we have further extended and refined our service standards.”

Mirko Bragagnolo continues, “We have also adjusted and improved the internal temperature system, in order to work with the laser equipment in the best conditions. Now we are able to do tests up to seven thousands watts. This is a significant evolution that will allow to comply with the most advanced European technical standards in the short run.” 

These are all important implementations included in the ‘global product’ you will bring with you at the next exhibitions, aren’t they?

“Yes, they are! Our company is expanding and we think it’s right that our customers know our potentials. We’ll show them at Resale (Germany) on 22nd of April, and at Expolaser, at the end of the year.”

These are stages of a way stemming from passion and careful choices – expression of an Italy that produces and doesn’t surrender in to the crisis.”

Roberto Barucco