Lagercrantz subsidiary Direktronik is a valueadding importer and reseller of hardware for data and network communications. The company offers a specialised product range combined with high technical skill and good service. Exceptional data products is the company pay off. The meaning of this is an extraordinary customer service and unique products. The offering is aimed at Nordic companies through direct sales and via resellers.
LARGE FLOW OF SMALL PROJECTS
Direktronik’s business is characterised by a continual flow of smaller orders. New projects are initiated here every day. The business opportunities lie in a regular flow rather than on winning the occasional large order. Flexibility and keen perception pervade the work. Each customer knows something valuable about a product or a need. Direktronik’s attitude is to find more first-rate key products and present solutions which meet the customer’s needs. If there is one customer then there are two customers – and in that case there are more customers, which is the basis for discovering a new market.
PROPRIETARY PRODUCTS IN THE TRANSACTION FLOW
Approximately one project from the flow matures each year and develops into a proprietary product. A product which may be manufactured or marketed under own name and brand. A good example is “Fiber2Home” which was developed in connection with the expansion of broadband in Sweden.
“Fiber2Home” is a product for the private market. It is the interface between fiber optic cable and copper wire, and a strong demand has arisen as ADSL is being replaced by fiber optic networks
A number of new business opportunities emerge in the wake of a successful product. On the one hand, newly added customers that need more products in the range. On the other hand, new supplementary needs arise as customers start to use their products.
EXEPTIONAL NISCHE PRODUCT RANGE
The product range is nisched and only includes unique directly imported items. It is developed through keen perception of the customers’ needs and continual monitoring of the flow of new innovations on the internet. A good sense is needed here of what can be successful in Scandinavia. The purchaser has to balance many factors and also take a well-judged risk. It is important to maintain a flow of interesting new innovations in the product range, and in order to achieve this, some products must be allowed to flop.
BROAD KNOWLEDGE AND PROXIMITY TO THE CUSTOMER
Direktronik’s customers are qualified IT users who are often in charge of a network at their workplace. Considerable knowledge is required both of proprietary items as well third party products in order to maintain a dialogue with these type of customers. Advisory services are becoming an increasingly discernible element in the discussion and customers sometimes call up with the question:
– How can we solve this problem?
Direktronik is at its best in such cases – and responds with a line of selected products. There is a lot in stock and new combinations can be developed using knowledge of a world market in order to precisely meet the specification. For Direktronik, a new small project develops.
STRONG COMMITEMENT AND CLEAR GOALS
Direktronik’s corporate culture is based on a strong commitment and a distinct customer focus. The energy in the premises is unmistakable. The customer is afforded all imaginable care and attention and business relations are cultivated using all possible means. Good ideas and new projects are cultivated with team spirit, commitment and a focus on results.
"We shall present first-class solutions and do so in a pleasant way – this provides scope for a good margin”, says product manager Mats Backlund. This approach to sales and accessibility has resulted in long-term and lucrative customer relations.
As owner Lagercrantz Group has taken an active part of the company's development. Since Lagercrantz acquired Direktronik, revenue has increased and the margins have strengthened