Strategic Positioning In A Multipolar World
By Nathan Chapman, Eva-Last VP Sales and Co-Founder
The global business landscape is no longer dominated by single superpowers or multi-national monopolies wielding all the influence. Instead, multiple centres of power and influence are emerging into a multipolar world. Increased economic openness, geopolitical alliances and advanced IT and communications have created new opportunities and challenges for companies across industries internationally.
For us at Eva-Last, a leader in the field of sustainable composite building materials, strategic positioning in this multipolar world is not just about maintaining a competitive edge but also about adapting to the evolving dynamics of international trade, environmental regulations, and consumer preferences.
Customer proximity, speed-to-market and tailor-made products that optimise cost-efficiencies offer compelling reasons to look beyond borders to find new markets, talent, and raw materials. The challenge is to balance the need for scale and standardisation, whilst optimising local opportunities for accelerated market penetration.
We believe that unlocking value in new territories is a local exercise, best undertaken by local experts and staff with unique insights – and established networks into those markets.
To achieve global growth, Eva-Last’s decentralised structure facilitates localisation to accelerate market penetration in this multipolar market. As a vertically integrated business, our world-class solar-powered factory is strategically situated with warehouses, including ours and our distributors, scattered across the globe.
With several offices in key markets, managed by local staff and executives, our offices operate independently, with autonomous decision-making authority to negotiate deals for distribution. Each region is uniquely structured according to the dynamics of the local industry and trading conditions.
Eva-Last Americas, based in Plano, Texas, was set up as an independent company, following the acquisition of Fortress Decking with its established network of customers and distributors. With a few staff from Fortress Decking incorporated into Eva-Last Americas, it allowed for a smoother transition, while the business strategy secured faster penetration into the established, mature US markets.
More recently, a distribution hub and regional office in the town of Kortrijk, Belgium, was established to serve our European customers. Known for its rich history in the flooring industry, Kortrijk provides an ideal location to strengthen our presence in the market.
This facility features a brand-new, high-end showroom designed to showcase the latest products and accelerate the introduction of new innovations. Strategically positioned in the heart of the flooring industry, the office benefits from its central location, while the warehouse—near the Belgium-Germany border—offers seamless access to rail and shipping networks. This ensures faster speed-to-market and efficient service to key markets, including the United Kingdom, France, and Germany, among others
Simultaneously, its strategic location allows top management to develop a “granular picture” and in-depth understanding of the local way of doing business, as well as to identify the key players in the market. This not only enables executives to monitor the competitive landscape and tailor our route to market, but also provides the opportunity to forge strategic partnerships with appropriate networks.
Strategic Partnerships
Eva-Last endeavours to forge strong relationships with local distributors, construction firms, architects and retailers to ensure our products are aligned with regional market needs and regulations, while also benefiting from local knowledge and networks.
Our participation in many global trade shows provides direct access to qualified B2B customers, allowing us to negotiate directly with interested contractors and dealers in specific regions. This effectively facilitates “pull-through distribution” as Eva-Last leverages the know-how and contacts of local industry experts. With showrooms like the one in Belgium, it serves as a permanent exhibition space, providing an ongoing opportunity for customers to experience our products firsthand.
What’s more, navigating the intricate legislation, tariffs and certification requirements of different countries for our products require unique understandings and qualifications.
Global Talent
We aspire to attract executive talent and experienced local staff with a proven track-record to build our capacity and reputation for excellence. Not only does this overcome obstacles such as language barriers and cultural differences, it also exposes exceptional individuals to professional development opportunities with our extensive international eco-system.
Customised Products for Local Markets
Finally, but perhaps most importantly, Eva-Last tailors our product offering to meet the specific demands and preferences of various regions.
We produce various different ranges of customised composite building materials for over 30 different countries and counting. These products are targeted to suit particular market conditions with local preferences and styles, and specifically adapted to emerging trends and tastes, as well as building regulations and climate conditions.
For example, in North America, where the market is saturated with composite offerings, we focus on new technology and innovation to excite the market and lead from an innovation perspective.
In Asia, where cost considerations and rapid urbanisation are critical, our company focusses on products designed for ease of installation and minimal maintenance. While in Africa, the focus is on cost but also durability in some of the harshest UV climates.
Conclusion
In this multipolar world, Eva-Last is poised for success through our agile and adaptive approach to localisation. Our strategic positioning in this ever-changing environment provides an intuitive approach to customisation, recruitment and product development that enables our business to ensure long-term sustainability and success.
