Significant investments in growth
Arjo’s Rest of the World region accounts for approximately 13% of the company’s net sales. The region grew organically by nearly 12% in 2019, laying a foundation for further growth. Sharnee Farfan, Vice President Marketing, Rest of the World, explains the success factors and the road ahead.
Can you explain some of the factors behind Rest of the World’s strong growth in 2019?
“In 2019, we made significant investments in developing our sales organization and distributor networks. Through new and sustainable partnerships, we were able to increase our geographic coverage and enter new, growing segments, as well as introduce new products to the markets. We also focused on leadership training as a key element for building a stable, long-term platform for the region’s development. Overall, these initiatives contributed to an organic growth of 11.9% during the year, a sign of strength.”
What were the success factors in the various markets?
“We have held a strong position in South Africa for a number of years. In 2019, we increased our ambitions for the region and expanded our presence in Africa. Initiatives included, for example, investments in growth segments such as long-term care.
In Eastern Europe, we conducted a market analysis and developed specific growth strategies for each market. As a result, we have been able to increase our sales activities and secure a comprehensive network of distributors in these markets.
In recent years, we have also invested in building our own sales organizations in Japan, China and Brazil, among other countries. Here, we are seeing a clear increase in activity and sales, and a strengthened brand. In these countries, we are also focusing on sharing our knowledge by organizing clinical workshops and training programs.”
What does 2020 and the near future hold for Rest of the World?
“Rest of the World is a diverse region with varying levels of development, which requires varied strategies. In 2020, we will continue to focus on profitable growth and further market expansion, now having set a solid foundation from which to build on. This includes, for example, more investments in our local organizations and a more intense focus on brand-building and training. We are looking forward to a continued strong performance in 2020.”
Vice President Marketing,
Rest of the World