IE 475 FOREIGN EXPANSION AND TRADE TECHNIQUES Case Study: Polin Waterparks and Pool Systems Co. About Polin Polin was founded in Istanbul, Turkey in 1976. Polin has since then grown into a leading company in aquatic industry. Polin is now one of the world leaders in the design, manufacturing and installation of water parks. Polin's commitment to customer satisfaction, research & development and superior quality are key factors which contribute to Polin' s ongoing success in the industry. We maintain the highest level of integrity and professionalism beside the importance we give to innovation, creativity, entertainment value, safety, dynamism, strength and aesthetics. Polin' s projects range in size from small installations to the world's largest ones. Polin gives anyone the option of fulfilling their aquatic needs, be it by adding a simple single slide or water play feature or doing an entire waterpark project. No matter how large or small the project is, Polin provides the same superior service. Polin guides each project from concept to completion. From the initial design to start-up, everything is taken care of. Every aspect of the project including planning, engineering, manufacturing and installation is undertaken in house by Polin. With over 33 years of industry experience, Polin guarantee to provide years of excitement, entertainment, performance and safety. In more than 70 countries worldwide, you can have complete confidence in the quality of Polin product that you purchase. Polin is a member of World Waterpark Association (WWA), International Association of Amusement Parks & Attractions (IAAPA) and European Waterpark Association (EWA). The new generation Polin is looking for new product ranges in the industry, providing turnkey solutions, expanding to different fields in composites (anything with fiberglass such as motorboats, wind turbines, fiberglass structures etc.) and use its diverse global network for new opportunities. For detailed information about the company and the products, please visit www.polin.com.tr and http://www.polincomposites.com Mission-Vision-Values Mission Our mission is to contribute to the national and sectoral development by leading the improvements in the sector; supplying the best quality and safe products and services at the convenient prices; progressing beyond the expectations of our partners and customers and continuously increasing our production and export volumes.. Vision Our vision is to be the leader company in the worldwide waterslides sector which is preferred by its partners, customers, colleagues and employees due to its proved distinction, expertise, credibility and quality. 1
Polin Values Corporate commitment Honesty Quality Reliability Leadership Success focus Dynamism Integrity Value for customers, partners and employees Customer Focus Teamwork MILESTONES 1976 Foundation and Innovator in GRP* sector in Turkey - Launched new GRP products to Turkish market such as air conditioner cabins for buses, water depots, bath tubes, shower tanks. - Designed and produced almost all GRP pesticide depots in Turkey during 1980s, leading the development of this sector in Turkey. * GRP : Glass Reinforced Plastics. 1987 A Turning Point: Into the Amusement Sector Polin built 8.000m2 of GRP roof structure for Pamfilya Resort by Robinson Club. From then, started manufacturing GRP equipments for tourism sector. 1989 Waterslide Agreement [Contract Manufacturing] Polin had Contract Manufacturing with Swiss Waterslide Company called Klarer for manufacturing Waterslides. Being the sole manufacturer of all the waterslides of the most selling Swiss Company, Polin led the way to the company to being the No.1 in the sector in Europe. 1990 Waterpark Manufacturing & Custom Design Polin, started manufacturing its own slides with its own moulds. 2
Besides custom manufacturing, Polin has introduced new waterslide designs & conceptions in the sector. First waterslides of Turkey in Kas Otel were produced by Polin. First Aquapark in Turkey Dedeman was founded by Polin. 1992 Polin Products passed TUV Test (CE) Agreement with Germany s biggest pool company. Polin products were successfully approved by TUV tests in Germany. 1995 New Agreement with a Global Company Terminating Agreement with Klarer. Having another Contract Manufacturing with WhiteWaterWest, Canadian Waterslide Manufacturer. At the same time continuing its own line up with its own moulds. 1996 Going International & New Areas First Aquapark abroad with Polin Trademark was founded in Russia OEM Manufacturing Agreement with Invent, German Water Treament Systems Company. Polin started manufacturing Invent Type mixerbodies for German Company. 1999 Memberships & Turkey s first WWA and EWA memberships Polin designed, manufactured and installed The First Destination Resort Waterpark Project in Turkey: Club Alibey, Belek, Antalya. Terminating Agreement with WhiteWaterWest 2001 Polin increased the line-up and developed new moulds. Polin designed, manufactured and installed The Largest Waterpark of Europe: Aquarena, Budapest, Hungary and The Largest Waterpark of Russia: Golden Bay, Gelindgik. 3
2003 Moved to the new factory. Founded Polin Foreign Trade Co, for the purpose of importing and exporting all types of waterparks equipments. 2004-2005 ISO Certification & More Projects 2004: Obtained ISO 9001-2000 Quality Certificate Started to export waterslides to USA 2004: The Largest Waterpark of Africa: Titanic, Hurgada, Egypt opened. 2005: The Largest Waterpark of Turkey, Aquacity, Balcova is designed, produced, installed by Polin. 2006-2008 RTM Technology, Larger Projects & Boat Manufacturing 2006: Started RTM Production with closed molded process. It is a unique manufacturing technique in Waterslide Industry. 2006: New Company Fipol Co founded in Antalya for manufacturing GRP Pools and Motor Boats. 2006: The Largest Waterpark of Ukraine, Cape of Good Hope, Berdyansk and The Largest Waterpark of Syria, Blue Lagoon, Aleppo. 2007: The Largest Waterpark of Vietnam, Greece and Czech Republic opened by Polin. The Largest Waterpark of Middle East designed, produced, installed by Polin. 2007: Europe s Longest Waterslide, 300 m is realized by Polin in Italy. 2008: The Largest INDOOR Waterpark of Europe, Aquaworld, Budapest, Hungary, designed, produced, installed by Polin. Odissea 2000 Waterpark is awarded as Best Italian Waterpark for 2008 due to the new attraction: Polin s Windigo. 2009-2010 A Global Market Leader with more than 1500 projects in 70 countries Polin has 50 dealers and distributors worldwide. Fipol Co, launched its downeast cruiser boat Larus 42. 4
2012 Future Growth: Composites Leader The Biggest Composites Manufacturing Facility in the World. Continuous Innovation and Technology Leader Key Milestones Founded as GRP (Fiberglass Manufacturer) Contract Manufacturing with Klarer (Swiss Waterslide Manufacturer, Europewide player) Developing its own technology in Waterslide Manufacturing Contract Manufacturing with WWW (Canadian Waterslide Manufacturer, Global player) OEM Manufacturing Agreement with Invent for Mixerbody Fabrication (German Water Treatment Systems Company) Start giving international distributorships and dealerships. New Factory Investment Foreign Trade Company for importing and exporting waterpark equipments for Turnkey Solutions New Areas like Pool manufacturing, Motorboat Manufacturing. Unique Manufacturing technique RTM investment Renewable Energy Investment (Wind Turbine Manufacturing) Products Here is the product portfolio. For further information please go through www.polin.com.tr and download the catalogues (Waterslide and Kids Play and Fun Catalogues). Waterparks o Turnkey Waterpark design, manufacturing and installation service o Theming and Paysage Hotel Resort Packages o Compact Packages o Expansion Packages o Entire Concept Projects Waterslides o Body Slides o Speed Slides o Inner Tube Slides o Wide Slides o Extreme Slides o Family Slides Kids Play and Fun Attractions o Kids Slides o Fountains & Showers o Fiberglass Figures o Play Structures o Soft Plays 5
Pools o o o Splash Pools and Rivers Wave Pools and Wave Ball Surf Pools Opportunities 1. Tubes, Mats, Rafts, Splash boats: In some of the waterslides, tubes, mats or rafts are needed to ride. Since Polin would like to provide turnkey solutions, it is better to supply these equipments while supplying the slides. For that reason, Polin Management Team decided to provide best quality but competitive priced tubes or rafts to its line-up. Even though the cheapest tube suppliers are based in China, there are other manufacturers (or sellers) based in USA or Europe; (some of them supply from best Chinese manufacturers). The main idea is to agree with a trustable supplier for a longterm relationship. Accordingly, Polin will inform all its distributors to sell these tubes. At the moment Polin is in touch with Zebec, Rave Sport, CPI and some other tube-sellers. Evaluate these companies. Make a biz plan to approach these companies. What sort of cooperation can be offered? Why? How? What are the benefits and neck points? What sort of clauses should be added to agreement? 2. Play Structures. Multilevel structures Polin has kid s playground equipments like Aqua towers. But there are multilevel structures in the market. At the moment Polin has no such technology to fabricate multilevel play grounds. Especially for the teenagers. So Polin has approached to SCS from USA who is the pattern holder company for kids play structures. Strong points of SCS are that they are the inventor of play structures, very well-known company and have good reputation in the market. They are not slide manufacturer. So not a thread; but kids slides to be attached to their structures, so an opportunity to Polin. Thread point is that, due to the financial problems, most of the shares of the company has been bought by White Water (the biggest competitor to Polin), but the company behaves very independently. Investigate and evaluate SCS. Discuss if it is logical to cooperate with SCS. What sort of cooperation can be offered? Why?(Manufacturing Buying-Distributing) In case of cooperation, which points must be defined and added into the agreement? What should be the biz plan and schedule? What are the benefits and neck points in the future? 3. Soft Toy Polin and Turkey has no soft material technology and applications. These are foam-type products and one of the best in terms of kid s play attractions. In case of hit, they have solid but soft surfaces, which do not hurt. Find companies in the world, who makes soft toys (ei BoMar Soft Playgrounds) Find out the materials applied to make soft plays. Try to figure out the benefits and usance areas in Waterpark industry Suggest a model to add this product line into product portfolio of Polin (Manufacturing-Buying-Distributing)? Why? How? 6
4. Renewable Energy: Wind Turbine Polin is very strong and experienced at fiberglass manufacturing and the applications. Many varieties of fiberglass products can be fabricated at Polin such as, water slides, roof structures, fiber pools, fiber boats, mixers, and etc. Polin is a composite manufacturer. In order to expand its biz field, Polin is interested in Renewable Energy. The wind turbines are made of fiberglass blades, spinners and nacelles; and steel bodies. All these components are manufactured by big composite suppliers like LM, TPI and Enercon. Investigate the industry and big players like turbine manufacturers and their contracted composite suppliers. What is needed to be a turbine (blade, nacelle, and spinner) manufacturer? How about the existing manufacturers experience and how they became suppliers to the industry? What can be the biz model for Polin to be a composite supplier? (cooperation, contracted manufacturing, alliance). Why? How? 5. What else can be applied to Polin portfolio? Determine the entire equipments in a waterpark. Which of these equipments need to be outsourced? (Name at least 10) Which of these equipments can be manufactured by Polin? What should be needed to manufacture these products in-house? What are the neck points and benefits of Polin? Suggest a model to add these equipments into the product portfolio. Suggest companies to cooperate (Manufacturing-Distributing-Buying-Alliance). Why? How? What are the new trends in Waterpark industry? What should Polin do? 6. What other areas can be the concern of Polin? Determine the composites industry (marine, energy, construction, etc) and fiberglass products in the world. What can be the new fields for Polin? Decide 3 different fields among the above. Investigate the industry and big players like other manufacturers and their contracted composite suppliers. What is needed to be a manufacturer? How about the existing manufacturers experience and how they became suppliers to the industry? What can be the biz model for Polin to be such composite supplier? (Manufacturing- Distributing-Buying-Alliance). Why? How? 7. What are the auxiliary services for waterslides? Determine the after sales services for waterslides. The add-on accessories for waterslides and equipments. What is SlideRenu and its usance for Waterslides? What is fiber optic effect and application to waterslides? What is trendation and renovation? What is JDI? How can you adapt that product into Polin line-up? What should be the biz plan and schedule? Find out the suppliers. What sort of agreement can be offered to the supplier companies? (Manufacturing-Distributing-Buying-Alliance). Why? How? 7
8. What sort of attractions can be added to Polin Portfolio for Shopping Mall? Sort out different attractions which can be fit into Shopping Malls like, Thematic Mini Golf, Thematic Restaurant, 4-5D Cinema, Artificial Surfing-Ski attractions. Investigate the attractions and how to adopt these products into Polin portfolio. Develop & suggest 3 more additional attractions. Find out he suppliers for these attractions. Evaluate these companies. Make a biz plan to approach these companies. What sort of cooperation can be offered? (Manufacturing-Distributing-Buying- Alliance).Why? How? What are the benefits and neck points? What sort of clauses should be added to agreement? 9. Business Administration Model Make a business plan for developing, building, operating and selling waterparks outside and inside Turkey. Outside Turkey business model for specified countries. Inside Turkey business model for municipalities or cities. 8