Interview with Veronika Hrubina, Export Specialist at MICROWELL Ltd.
1. History of the company at a glance
MICROWELL Ltd. was established in 1992. The company consists of 3 sections. The oldest is the measurement and control section, which was established in 1996, followed by the air-conditioning section. MICROWELL Ltd. is a leader in the field of trade and service of air-conditioning equipment and heat pumps of world brands LG and MIDEA. The company’s youngest division specializes in the development, production and international export of dehumidification and heating systems. The specialized products manufactured by us – pool dehumidifiers and heat pumps – have been successfully exported all over the world for more than 25 years. Our goal is to ensure the continuous development of our production and export activities, through the continuous improvement of our products and the expansion of our network of business partners around the world.
2. When, why and with which product/service you started to consider expansion to foreign markets, to which territories, what are the specifics of the given territories and what opportunities/challenges it brought you.
Gradually since 2000, we have been developing and manufacturing products, pool dehumidifiers and later also heat pumps of our own brand Microwell, with the aim of expanding abroad in addition to the Slovak market. First we focused on the surrounding countries, then we looked for business opportunities throughout Europe. Today we also export to Africa, Australia and the Middle East.
3. What are the most common obstacles you encounter when exporting (regulation, logistics, cultural differences)?
Geopolitical and related economic changes, national and international regulations on the production and export of goods, EU regulations affecting our production and business activities, logistics and cultural differences.
4. How do you assess the competition in international markets and how do you differentiate yourself from it?
Competition is continuously intensifying, so high product quality and optimisation of production costs are key.
5. How have your export activities changed in recent years, especially with regard to economic and geopolitical challenges?
As a result of geopolitical changes and war events in recent years, we have lost important partners in Russia, Ukraine and Palestine, which we consider to be a significant economic loss.
6. How do you manage export-related risks (political, commercial)?
By continuously studying EU regulations and decrees, which often place a considerable negative burden on our production and exports, and then optimally applying the available means and opportunities that allow us to carry out these activities in the best possible way.
7. Do you have any partnerships with locals in foreign markets? How do you choose foreign partners?
We have partnerships in much of Europe, Africa, the Middle East and Australia.
8. Tell us an interesting situation from your export history (e.g. cultural differences in trade, etc.)
Every country is different, which is also due to cultural and economic differences and history. Some customers prioritize the price level of products, while others prioritize functionality and design, regardless of price.
9. What would you recommend to Slovak entrepreneurs who are just about to expand abroad?
A sense of purpose, preparedness, good management, a lot of patience and determination to keep going.
10. What makes a good leader?
Business and economic knowledge, goal-oriented , foresight, good decision making skills, good managerial skills and abilities, ability to motivate people.
Thank you for the interesting interview.
Photo: Lukáš Klčo.