Ricoh Polska General Manager Eddy Martens

"I had to restructure the whole organization. We acquired new leasing facilities, downsized staff and needed to boost our yearly turnover, which became my main task," recalls Ricoh Polska General Manager Eddy Martens.

"I was sent to Poland by top management to make Ricoh Polska a profitable organization and I’m happy to say that we were able to increase growth by 10 percent each year. Looking at the first quarter of 2009, we have forecast growth of at least 20 percent," Martens adds.

But challenges remain in Poland, where consumers are more price-oriented and cost-conscious than some of their counterparts in the European Union.

"In Western Europe, they replace machines after an average of five years. But in Poland, they keep them for about eight years," says Martens.

So, Ricoh Polska has had to identify other sources of profits aside from sales of new equipment.

"Our profitability’s main driving force comes from our service contracts. Under this procedure, we sell or lease our products through a third party, which charges customers based on every click that they make," Martens explains.

"Ricoh Polska is best known for the service we provide. We are able to analyze what a specific customer needs or wants by uncovering hidden printing costs. We break down individual costs, such as electricity consumption, maintenance and the like. By computing all of this, we find out exactly what they need and we can save them at least 30 percent in printing costs. When we show our customers these, they are surprised and pleased by how much we save for them," he adds.

Meanwhile, Ricoh Polska has stepped up efforts to strengthen brand recognition among Polish consumers by inspiring confidence in the quality of its products and services, and by sponsoring local sporting events.

"We sponsor many local events such as skiing in Zakopane and sailing in Plock. These events were very successful and served as a great venue to market the brand," says Martens.

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