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 THE CONCEPT'S INTERNATIONALISATION Its originality also lies in the fact that this is a fully exportable concept that can be adapted to suit the different building markets in Europe and overseas. Thus, outside France, a total of 15 “Platforms” have been opened in Poland, the United Kingdom, Spain, Hungary, Mexico and Brazil.  To ensure that it meets the specific needs of each country, the Building Distribution Division of Saint-Gobain is backed by local brands (Point.P in France and Spain, Raab Karcher in Germany, the Netherlands and Eastern Europe, Jewson in the United Kingdom, Telhanorte in Brazil, etc.), and extensive research is carried out prior to setting up the stores to identify precisely the economic environment of the building sector (players, regulations, distribution methods, etc.), the different building systems, and the specific needs of small businesses run by tradespeople.In fact, while remaining faithful to its basic principles (meeting the needs of small and medium building enterprises and tradespeople in all specialty areas, everything under the one roof, short product range, guaranteed permanent stock, trade card, full set of services, and net fixed prices), “Platform” is constantly adapting to the demands of new countries and new regions. These adaptations may relate to the targeted customer profile, the product or services offering. OUTLOOK Launched in France in 1998, “Platform” has gradually become a new reference brand. At the beginning of 2004, it has 19 stores in France. The concept’s development abroad started just two years ago, and already there are 15 “Platforms” outside France in six countries. The ambitious “Platform” development programme includes the establishment of 70 outlets by 2007 in eight countries. In particular, the programme is targeting at least 50% of sales outside France within five years.
 In Spain,LA PLATAFORMA DE LA CONSTRUCCIÓN offers a tile and bathroom showroom thus responding to an important characteristic of the market: the bathroom is the first step when renovating. In the United Kingdom, PLATFORM BUILDING MATERIALS has created regular contact with is customers. Each month, it publishes “TradeXtra”, its monthly product promotion magazine. This is an excellent way of focussing on certain product references, informing customers of the available services, and providing feedback from satisfied and loyal customers (consult www.platformbuildingmaterials.com)!  In Poland and Hungary,PLATAFORMA MATERIA_Y BUDOWLANE and PLATFORM A PROFI ÉPÍTKEZÉSHEZ respond to the economic habits of these countries: the trade can bring their customers with them to pay for the materials themselves. In Mexico, LA PLATAFORMA PARA LA CONSTRUCIÓN, aided by its suppliers, provides training in all areas of renovation and so is contributing to the general skill improvement of tradespeople, who are issued with a diploma certifying their new knowledge and skills. In Brazil, tradespeople play a more direct role in advising their clients than elsewhere. The “Platform” provides tradespeople with an area where they can meet with their clients to define their housing project together. A “Platform” expert provides all necessary technical and IT assistance. The Plateform: 6 years... and 7 countries already! |
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