The Development Of Internationalisation – Kraiburg 2010

In the retreading business the name of Gummiwerk Kraiburg Austria, located in Geretsberg, is well known as one of the leading material suppliers for hot and cold retreading, as well as for supplying complete retreading equipment. In two further plants (Waldkraiburg and Tittmoning) a huge number of technical compounds for the automotive industry, compounds made from thermoplastic elastomers and recycling products are being manufactured. Since the middle of 1998 a fundamental restructuring process has been initiated.

Under the name “Kraiburg 2010”, a new group structure that will prepare the company for the new challenges of the market in the 21st century, was introduced to the public a year ago. The strategic programme included investments of more than 15 million US-dollars in the tyre retreading materials sector. Direction and presentation of the company will undergo a complete revision.

“Internationalisation”, the entering of new markets, was one of the key words of the programme. Reason enough to ask what has happened at Kraiburg the last twelve months: the company has established two new distribution organisations in Spain and Turkey. Furthermore, the European distribution structure has been divided into “profit centres”.