Combilift

7 . Future Plans

A challenge facing Combilift going forward is how to communicate a differentiated marketing message into different markets. Their research has found that in Europe the key issue is space saving because of the relatively high cost of storage space. In the US market, however, storage space is cheaper and the product is sold on safety of product handling. Different again, the Scandinavian market values indoor/outdoor handling capability. This is due to the predominance of timber and logging businesses.

The challenge they face is how to target the web site to the different markets. They want to ensure that the front web page creates a genuine hook for customers to stay and addresses their specific interests. This is a real communication challenge and they are currently exploring how to overcome this challenge.

Overall, a key future challenge for Combilift is to make the necessary investments in infrastructure to enable to continuing growth of the business. The ongoing eBusiness implementation has made a significant contribution to that aim and has positioned Combilift well for their business to develop.