Kranlyft was founded in the early 1960s, and has since then built a strong reputation in product quality as well as in client service and support throughout Europe, Russia and the Middle East. Although Kranlyft’s headquarter is located in Mölnlycke, its clientele is international. It is important to mention that Kranlyft is the exclusive importer of the Japanese Maeda’s mini cranes in Europe, and has for the past 40 years distributed Kato’s mobile cranes. Through an extensive network of resellers and technicians, Kranlyft offers high quality service and expertise to both new and existing cranes.
The construction sector’s good growth prospects in Morocco during 2015 attracted Kranlyft’s attention to explore potential opportunities in the Moroccan market. For the same purpose, Kranlyft and Business Sweden signed a contract with the purpose of executing a Business Opportunity Project. The project aimed at carrying out a market analysis and highlighting pertinent opportunities for Kranlyft.
Further opportunities discovered through a thorough market analysis
Business Sweden’s research indicated that Kranlyft’s mobile mini cranes were still unknown to the Moroccan market where Kranlyft’s solutions could be stimulating to such a high growth sector. Moreover, it has also been discovered by Business Sweden’s analyst team that Kranlyft’s mini cranes could as well be used in the mining sector, a very dynamic industry in Morocco.
The process of identifying the right partner in Maghreb and many West African countries in general can be tricky and difficult. The first hurdle that arises is the corporate language that is usually limited to French in addition to the high level of difficulty when reaching out to the relevant stakeholders in key companies and institutions. Therefore, besides the market analysis, Business Sweden’s roll was to identify potential customers and distributors interested in Kranlyft’s mini cranes. Subsequent to a thorough mapping of relevant stakeholders, Business Sweden sorted and filtered the companies to suggest 3 potential companies that match Kranlyft’s requirements and criteria. At this stage, Kranlyft evaluated the suggested companies during a three-day visiting programme in Morocco, a base on which the chosen partner was picked by Kranlyft.
Business Sweden always walks the extra mile
Beyond a BOP’s scope, Business Sweden also assisted Kranlyft in organizing a trip to Sweden for the selected partner where he was offered a training course. Further into the negotiation process, Kranlyft and the partner did not get along with regards to some agreements, which unfortunately led to a disrupted partnership. However, Kranlyft insists in Morocco’s great potential, and is now seeking a new partner with Business Sweden’s help through a BSO module.
A continued collaboration between Business Sweden and Kranlyft
”Business Sweden in Maghreb conducted a ”Business opportunity project” (BOP) for my company AB Kranlyft in June 2015.The mission was to make contact with potential distributors for our products in Morocco during my 3 days stay in Casablanca. Even if we didn´t appoint any distributor then we made many valuable contacts for the future. The schedule was very professionally and efficiently planned by the local representatives of Business Sweden in Casablanca.” Per-Ragnar Karlström