{"id":20509,"date":"2023-08-21T11:13:44","date_gmt":"2023-08-21T09:13:44","guid":{"rendered":"https:\/\/www.mequipment.ro\/?p=20509"},"modified":"2023-08-21T11:27:22","modified_gmt":"2023-08-21T09:27:22","slug":"povestea-bkt-one-brand-one-identity","status":"publish","type":"post","link":"https:\/\/mequipment.ro\/en\/povestea-bkt-one-brand-one-identity\/","title":{"rendered":"Povestea BKT: One Brand, One Identity"},"content":{"rendered":"

De mai bine de 30 de ani, BKT<\/a><\/strong> produce anvelope sigure, inovatoare \u0219i orientate spre performan\u021b\u0103 pentru o gam\u0103 larg\u0103 de sectoare specializate, incluz\u00e2nd aici industria agricol\u0103, de construc\u021bii, portuar\u0103 \u0219i minier\u0103. Tehnologia de ultim\u0103 genera\u021bie \u0219i dedicarea pentru \u00eembun\u0103t\u0103\u021birea continu\u0103 au f\u0103cut din BKT partenerul multor companii ce opereaz\u0103 \u00een unele dintre cele mai provocatoare medii de pe planet\u0103. Cu o re\u021bea de distribu\u021bie \u00een peste 160 de \u021b\u0103ri de pe cinci continente, BKT deserve\u0219te o baz\u0103 de clien\u021bi cu adev\u0103rat global\u0103. <\/em><\/p>\n

\u00cen urm\u0103toarele r\u00e2nduri ve\u021bi descoperi o parte din identitatea, unicitatea \u0219i valorile de brand ale BKT \u00eentr-o pia\u021b\u0103 competitiv\u0103 ce deserve\u0219te industria global\u0103 a anvelopelor Off-Highway. Dl. Arvind Poddar<\/strong>, pre\u0219edinte \u0219i director general al BKT, a avut disponibilitatea de a r\u0103spunde c\u00e2torva \u00eentreb\u0103ri care s\u0103 ne ajute s\u0103 \u00een\u021belegem mai bine originile companiei \u0219i principiile sale de dezvoltare durabil\u0103. <\/p>\n

\"PovesteaDle. Poddar, ne pute\u021bi spune ceva despre istoria BKT \u0219i a cui idee a fost s\u0103 intra\u021bi \u00een industria anvelopelor, mai exact \u00een business-ul anvelopelor Off-Highway?<\/em>
\nC\u0103l\u0103toria BKT a \u00eenceput \u00een 1988, \u00een Aurangabad, India de Vest, c\u00e2nd tat\u0103l meu, Mahabirprasad Poddar, \u0219i fratele meu mai mare, Suresh Poddar, au \u00eenfiin\u021bat compania pentru a produce anvelope pentru vehiculele cu 2-3 ro\u021bi pentru pia\u021ba indian\u0103. \u00cen 1991, ni s-a al\u0103turat un alt membru al familiei, Pramod Poddar, v\u0103rul meu primar, \u00eent\u0103rindu-ne \u0219i mai mult echipa. <\/p>\n

Pe m\u0103sur\u0103 ce pia\u021ba vehiculelor cu 2 \u0219i 3 ro\u021bi a devenit tot mai aglomerat\u0103, Pramod Poddar a v\u0103zut o oportunitate promi\u021b\u0103toare \u00een business-ul interna\u021bional de anvelope Off-Highway Tire (OHT). Asa am luat decizia strategic\u0103 de a ne muta treptat aten\u021bia de la vehiculele cu 2-3 ro\u021bi \u0219i de a ne concentra asupra business-ului OHT. Dup\u0103 succesul nostru ini\u021bial, ne-am extins capacitatea de produc\u021bie prin \u00eenfiin\u021barea unei alte fabrici \u00een Bhiwadi, \u00een nordul Indiei, pentru a satisface cererea tot mai mare. Cu toate acestea, \u00een primul deceniu, cre\u0219terea noastr\u0103 a fost limitat\u0103, deoarece ne-am axat pe pozi\u021bionarea produselor noastre pe pia\u021b\u0103.<\/p>\n

La \u00eenchiderea anului fiscal 2006-2007, cifra noastr\u0103 de afaceri era de 84 de milioane de euro (la cursul de schimb de ast\u0103zi). \u00cen 2007, am \u00eenceput o er\u0103 de transformare, contur\u00e2nd o nou\u0103 strategie cuprinz\u0103toare care a subliniat calitatea de produs \u0219i construirea unui brand. Aceast\u0103 abordare dedicat\u0103 ne-a permis s\u0103 dep\u0103\u0219im o born\u0103 important\u0103: o cifr\u0103 de afaceri de 1 miliard de euro \u00een 2022, consolid\u00e2ndu-ne pozi\u021bia \u00een industrie.<\/p>\n

Aceast\u0103 realizare este o dovad\u0103 a angajamentului neclintit al echipei noastre \u0219i a conducerii vizionare prin domnii Mahabirprasad Poddar, Suresh Poddar \u0219i Pramod Poddar. Merg\u00e2nd \u00eenainte, r\u0103m\u00e2nem focusa\u021bi pe dep\u0103\u0219irea grani\u021belor inova\u021biei, furnizarea de produse de calitate superioar\u0103 \u0219i trasarea unei direc\u021bii de cre\u0219tere sus\u021binut\u0103 \u0219i succes.<\/p>\n

Ast\u0103zi, \u201eaventura\u201d noastr\u0103 ne-a adus o cre\u0219tere remarcabil\u0103 \u0219i am atins numeroase repere. Ne m\u00e2ndrim s\u0103 oper\u0103m patru fabrici de produc\u021bie de anvelope de ultim\u0103 genera\u021bie, echipate cu tehnologii avansate, al\u0103turi de un centru de cercetare \u0219i dezvoltare dedicat \u0219i complet echipat, care include o pist\u0103 de testare intern\u0103. Aceast\u0103 infrastructur\u0103 ne d\u0103 putere s\u0103 inov\u0103m continuu \u0219i s\u0103 oferim solu\u021bii de ultim\u0103 genera\u021bie. <\/p>\n

Influen\u021ba BKT se extinde \u00een toate segmentele industriei de anvelope Off-Highway, acoperind diverse domenii \u0219i aplica\u021bii. Cu un portofoliu extins ce cuprinde peste 3200 de indici SKU (Stock Keeping Units), oferim cea mai extins\u0103 gam\u0103 de anvelope specializate din aceste sectoare. Aceast\u0103 gam\u0103 de produse ne permite s\u0103 r\u0103spundem nevoilor \u0219i cerin\u021belor unice ale clien\u021bilor no\u0219tri, reafirm\u00e2ndu-ne pozi\u021bia de furnizor de top \u00een pia\u021ba de anvelope Off-Highway.<\/p>\n

De\u021bine\u021bi vreun alt brand sau vreo asociere cu alt\u0103 companie?<\/em>
\nNu, avem doar marca BKT. Am decis s\u0103 men\u021binem un accent unic asupra m\u0103rcii noastre \u0219i nu avem asocieri directe sau indirecte cu nicio alt\u0103 companie sau marc\u0103. Dedicarea noastr\u0103 const\u0103 exclusiv \u00een construirea \u0219i promovarea m\u0103rcii BKT, asigur\u00e2ndu-ne c\u0103 acesta reflect\u0103 valorile, calitatea \u0219i angajamentul nostru fa\u021b\u0103 de excelen\u021b\u0103. Astfel, ne putem canaliza toate eforturile \u0219i resursele c\u0103tre \u00eembun\u0103t\u0103\u021birea \u0219i extinderea continu\u0103 a prezen\u021bei m\u0103rcii BKT pe pia\u021b\u0103, f\u0103r\u0103 distragerea sau diluarea identit\u0103\u021bii noastre.<\/p>\n

\"PovesteaDle. Poddar, transparen\u021ba fa\u021b\u0103 de stakeholderi este unul dintre pilonii reprezentativi ai istoriei BKT: de aici se trage leadership-ul dvs. incontestabil?<\/em>
\nSuntem extrem de m\u00e2ndri de succesul pe care BKT l-a ob\u021binut ca marc\u0103 interna\u021bional\u0103 \u00een sectorul anvelopelor Off-Highway<\/a><\/strong>, datorit\u0103 unei serii de caracteristici distinctive. Printre acestea, managementul financiar solid reprezint\u0103, f\u0103r\u0103 \u00eendoial\u0103, unul dintre factorii care ne-au permis atingerea acestui obiectiv, oferindu-ne oportunitatea de a investi \u00een mod constant \u00een cre\u0219terea cuprinz\u0103toare \u0219i inovarea tehnologic\u0103. Acest lucru este demonstrat \u0219i de ultima vizit\u0103 a peste 100 de jurnali\u0219ti din \u00eentreaga lume la fabrica din Bhuj, ce serve\u0219te drept exemplu<\/a><\/strong> clar al transparen\u021bei \u0219i consecven\u021bei noastre \u00een tot ceea ce afirm\u0103m.<\/p>\n

Cum poate o corpora\u021bie multina\u021bional\u0103 at\u00e2t de mare s\u0103 fie aproape de oameni? Ce valoare atribui\u021bi Responsabilit\u0103\u021bii Sociale Corporative?<\/em>
\nCultura corporativ\u0103 a BKT reprezint\u0103 ADN-ul nostru \u0219i ghideaz\u0103 fiecare activitate \u0219i decizie strategic\u0103, oferindu-ne o busol\u0103 etic\u0103 ce ne indic\u0103 direc\u021bia pentru atingerea obiectivelor. Cre\u0103m un mediu de lucru motivant \u0219i antrenant pentru to\u021bi angaja\u021bii no\u0219tri, deoarece recunoa\u0219tem c\u0103 fiecare individ este o parte integrant\u0103 a succesului companiei. \u00cen plus, ne angaj\u0103m ferm s\u0103 reducem impactul asupra mediului al activit\u0103\u021bilor noastre de produc\u021bie \u0219i s\u0103 \u00eembun\u0103t\u0103\u021bim s\u0103n\u0103tatea \u0219i siguran\u021ba angaja\u021bilor no\u0219tri.<\/p>\n

Pentru a realiza acest lucru, am implementat \u00een fabricile noastre o serie de politici \u0219i practici sustenabile, inclusiv utilizarea energiei regenerabile \u0219i reducerea emisiilor de CO2. Credem cu t\u0103rie c\u0103 sustenabilitatea este o responsabilitate social\u0103 semnificativ\u0103 pentru fiecare companie \u0219i suntem dedica\u021bi s\u0103 ne facem partea, pentru a contribui la un viitor mai bun pentru planeta noastr\u0103. \u00cen plus, lucr\u0103m activ la dezvoltarea de anvelope tot mai sustenabile, care s\u0103 ofere performan\u021be ridicate f\u0103r\u0103 a compromite mediul. Sustenabilitatea este o component\u0103 fundamental\u0103 a misiunii companiei noastre \u0219i vom continua s\u0103 investim \u00een solu\u021bii inovatoare pentru a promova o lume mai ecologic\u0103 \u0219i mai durabil\u0103. <\/p>\n

\"PovesteaDeci, care este cheia succesului unui brand ca BKT? Cum reu\u0219i\u021bi s\u0103 men\u021bine\u021bi o prezen\u021b\u0103 at\u00e2t de puternic\u0103 la nivel mondial pentru at\u00e2t de mult timp?<\/em>
\nBKT este o marc\u0103 de succes \u00een industria anvelopelor Off-Highway datorit\u0103 prezen\u021bei sale globale puternice \u00een sectorul OEM, dar \u0219i pe pia\u021ba aftermarket, unde avem de-a face cu distribuitori parteneri din peste 160 de \u021b\u0103ri. Aceast\u0103 acoperire extins\u0103 a pie\u021bei, combinat\u0103 cu calitatea produselor \u0219i serviciilor noastre, ne-a permis s\u0103 c\u00e2\u0219tig\u0103m o reputa\u021bie prin excelen\u021b\u0103 \u00een industrie. <\/p>\n

Comunicarea noastr\u0103 eficient\u0103 \u0219i transparent\u0103 cu clien\u021bii sus\u021bine \u0219i mai mult aceast\u0103 reputa\u021bie. De\u0219i exist\u0103 \u0219i alte m\u0103rci indiene care pretind c\u0103 au aceea\u0219i calitate ca \u0219i produsele noastre, faptele demonstreaz\u0103 c\u0103 BKT este cu adev\u0103rat unic. Suntem \u00eencrez\u0103tori c\u0103 to\u021bi clien\u021bii no\u0219tri finali \u0219i dealerii care lucreaz\u0103 cu BKT recunosc superioritatea noastr\u0103 \u00een ceea ce prive\u0219te calitatea \u0219i performan\u021ba, care vorbesc de la sine. Loialitatea clien\u021bilor \u0219i alegerea lor de a se baza pe noi pentru anvelope Off-Highway sunt o dovad\u0103 a succesului nostru.<\/p>\n

Originea geografic\u0103 a unei companii nu ofer\u0103 \u00een mod inerent calitate produsului sau nu asigur\u0103 rezultate rapide, a\u0219a cum unele m\u0103rci pot \u00eencerca s\u0103 insinueze. Ascensiunea oric\u0103rui brand, inclusiv BKT, necesit\u0103 ani de d\u0103ruire neclintit\u0103, eforturi hot\u0103r\u00e2te \u0219i angajament fa\u021b\u0103 de excelen\u021b\u0103. Ne str\u0103duim \u00een mod constant s\u0103 ne extindem portofoliul, nu numai la nivelul calit\u0103\u021bii superioare, ci \u0219i al m\u0103rimii \u0219i durabilit\u0103\u021bii produselor noastre. C\u0103utarea noastr\u0103 pentru excelen\u021b\u0103 nu cunoa\u0219te limite, deoarece ne str\u0103duim continuu s\u0103 dep\u0103\u0219im reperele anterioare \u0219i s\u0103 ne ridic\u0103m standardele \u00een industrie.<\/p>\n

Unele m\u0103rci mai noi sus\u021bin c\u0103 au aceea\u0219i calitate ca BKT, dar la pre\u021buri mai mici. Cum reac\u021biona\u021bi la aceast\u0103 afirma\u021bie?<\/em>
\nPentru a fabrica o anvelop\u0103 de cea mai bun\u0103 calitate este necesar\u0103 o aten\u021bie meticuloas\u0103 la fiecare aspect al cre\u0103rii sale, \u00eencep\u00e2nd de la aprovizionarea cu materii prime superioare \u0219i p\u00e2n\u0103 la stabilirea unei infrastructuri de produc\u021bie de ultim\u0103 genera\u021bie \u0219i implementarea unei calit\u0103\u021bi stricte \u00een procesul verific\u0103rii. \u00cen plus, o echip\u0103 excep\u021bional\u0103 de oameni califica\u021bi joac\u0103 un rol indispensabil \u00een atingerea excelen\u021bei \u00een fabricarea anvelopelor<\/a><\/strong>. Av\u00e2nd \u00een vedere cele de mai sus, devine evident c\u0103 furnizarea pe pia\u021b\u0103 a unui astfel de nivel de calitate, dar la un pre\u021b mai mic, nu este o propunere fezabil\u0103, deoarece ar \u00eensemna compromiterea unor elemente cheie care contribuie la calitatea \u0219i performan\u021ba produselor noastre.<\/p>\n

\"PovesteaCum poate fi cineva sigur de avantajul s\u0103u competitiv, mai ales \u00eentr-o pia\u021b\u0103 \u00een schimbare rapid\u0103?<\/em>
\nPentru a men\u021bine un avantaj competitiv pe o pia\u021b\u0103 \u00een continu\u0103 evolu\u021bie, calitatea produselor BKT reprezint\u0103 doar o fa\u021bet\u0103 a abord\u0103rii noastre ca marc\u0103 premium. Dedicarea noastr\u0103 fa\u021b\u0103 de inova\u021bie este un element fundamental care ne diferen\u021biaz\u0103 de o multitudine de alte m\u0103rci. Cu toate acestea, nu oferim doar produse de \u00eenalt\u0103 calitate; de asemenea, ne str\u0103duim s\u0103 adopt\u0103m strategii de marketing superioare. De-a lungul anilor, am dezvoltat strategii care urm\u0103resc nu numai cre\u0219terea gradului de con\u0219tientizare a m\u0103rcii BKT, ci \u0219i crearea unei experien\u021be captivante pentru clien\u021bii no\u0219tri. Prin participarea la t\u00e2rguri comerciale \u0219i evenimente din industrie, campanii de publicitate, sponsoriz\u0103ri sportive \u0219i alte ini\u021biative specifice, pozi\u021bion\u0103m constant marca BKT ca lider \u00een industrie \u0219i ne consolid\u0103m reputa\u021bia.<\/p>\n

Privind spre viitor, vom continua s\u0103 investim \u00een cercetare \u0219i dezvoltare, tehnologii de ultim\u0103 or\u0103 \u0219i strategii de marketing cu impact. Suntem hot\u0103r\u00e2\u021bi s\u0103 dep\u0103\u0219im \u00een mod continuu a\u0219tept\u0103rile clien\u021bilor no\u0219tri \u0219i s\u0103 ne consolid\u0103m pozi\u021bia de frunte \u00een industria anvelopelor Off-Highway. Scopul nostru este s\u0103 oferim o solu\u021bie cuprinz\u0103toare care s\u0103 dep\u0103\u0219easc\u0103 simplele a\u0219tept\u0103ri, reafirm\u00e2ndu-ne pozi\u021bia de reper \u00een acest domeniu. <\/p>\n

A domina un sector de pia\u021b\u0103 \u00eenseamn\u0103 a avea strategii c\u00e2\u0219tig\u0103toare sau, pur \u0219i simplu, a fi cel mai puternic? V-a\u021bi g\u00e2ndit vreodat\u0103 s\u0103 crea\u021bi sub-m\u0103rci pentru a v\u0103 asigura o cot\u0103 de pia\u021b\u0103 mai mare?<\/em>
\nAceast\u0103 \u00eentrebare \u00eemi ofer\u0103 ocazia s\u0103 abordez o problem\u0103 important\u0103. Am auzit zvonuri \u0219i am aflat prin interviuri despre m\u0103rci care, \u00een ciuda eforturilor lor, \u00eencearc\u0103 s\u0103 se asocieze cu BKT f\u0103r\u0103 a avea vreo leg\u0103tur\u0103 cu noi. De-a lungul istoriei noastre, nu am sim\u021bit niciodat\u0103 nevoia s\u0103 ne compar\u0103m cu ceilal\u021bi, nici m\u0103car \u00een trecutul \u00eendep\u0103rtat. \u0218tim cine suntem, ne cunoa\u0219tem r\u0103d\u0103cinile \u0219i am fost \u00eentotdeauna clari cu privire la obiectivele pe care le avem, r\u0103m\u00e2n\u00e2nd fideli drumului nostru f\u0103r\u0103 abateri. Cu resursele noastre neclintite am f\u0103cut fiecare pas necesar, privind mereu \u00eenainte. C\u00e2nd e\u0219ti con\u0219tient de propria ta identitate, natur\u0103 \u0219i scop, nu este nevoie s\u0103 te ui\u021bi la al\u021bii sau, mai r\u0103u, s\u0103-i men\u021bionezi.<\/p>\n

Noble\u021bea noastr\u0103 se reflect\u0103 \u00een abordarea pe care o avem fa\u021b\u0103 de lumea de business, deoarece punem \u00eentotdeauna valoare de calm \u0219i responsabilitate. Cu toate acestea, nu toler\u0103m utilizarea m\u0103rcii noastre ca momeal\u0103 pentru a atrage aten\u021bia sau a c\u00e2\u0219tiga credibilitate care ar trebui c\u00e2\u0219tigat\u0103 prin ac\u021biuni concrete \u0219i demonstr\u00e2nd valoare real\u0103. Credem cu t\u0103rie c\u0103 diferen\u021ba dintre ei \u0219i noi este semnificativ\u0103 \u0219i de net\u0103g\u0103duit, at\u00e2t \u00een ceea ce prive\u0219te calitatea produselor, c\u00e2t \u0219i experien\u021ba \u00een industrie \u0219i cuno\u0219tin\u021bele. Vom continua s\u0103 ne concentr\u0103m asupra misiunii noastre de a oferi clien\u021bilor solu\u021bii de \u00eenalt\u0103 calitate, de a ne men\u021bine pozi\u021bia de lider \u00een industrie \u0219i de a investi \u00een cercetare \u0219i dezvoltare pentru a inova constant gama noastr\u0103 de produse.<\/p>\n","protected":false},"excerpt":{"rendered":"

De mai bine de 30 de ani, BKT produce anvelope sigure, inovatoare \u0219i orientate spre performan\u021b\u0103 pentru o gam\u0103 larg\u0103 de sectoare specializate, incluz\u00e2nd aici industria agricol\u0103, de construc\u021bii, portuar\u0103<\/p>\n","protected":false},"author":1,"featured_media":20510,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[46,38,45],"tags":[5374,8450,5202,5152,2974,5972],"class_list":["post-20509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stiri-si-noutati-din-industria-utilajelor-din-romania","category-stiri-utilaje-de-constructii-miniere-si-forestiere","category-stiri-internationale","tag-anvelope-bkt","tag-anvelope-off-highway-bkt","tag-arvind-poddar","tag-bkt","tag-bkt-tires","tag-fabrica-bkt-din-bhuj"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["ro","en"],"languages":{"ro":{"title":true,"content":true,"excerpt":false},"en":{"title":false,"content":false,"excerpt":false}}},"yoast_head":"\nPovestea BKT: One Brand, One Identity - M. 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