Growth areas
Focus on growth in Southeast Asia and Russia
At the beginning of 2012, Duni took the strategic decision to focus, in a structured manner, on growth markets outside Europe. The New Markets organization was formed in order to take advantage of the high rate of growth for Duni's products on new geographic markets. On average, sales on markets outside Europe are growing at approximately 20%, albeit from relatively low levels thus far.
In 2013, a systematic and structured review was undertaken regarding the countries outside Europe in which Duni has sales. The review will subsequently be carried out regularly in order to define which countries are to be developed into strategic markets.
Acquisition in Singapore
In 2013, Duni took an important step when it was able to add south-east Asia as a strategic market thanks to the acquisition of Song Seng in Singapore. Duni Song Seng has 30 employees and sales continued to grow positively in 2013. The company has been established in Singapore since 1984 and is very well acquainted with the local market.
Duni Song Seng buys and sells finished products, mainly single-use articles for take-away and fast-food chains. The company sells to several of the world's largest global fast-food chains on the Asian market. Through several of these major customers, possibilities are created for Duni to make inroads in other countries in south-east Asia, as well as other countries in the rest of Asia.
The focus as regards Duni Song Seng is to gradually work Duni's premium products into its product range. At present, Duni Song Seng's customer offering comprises some 100 articles, out of Duni's total of 5,000 products.
High rate of growth in Russia
Duni has had its own organization in Russia for almost 10 years. The head office, which is located in Moscow, has approximately 20 employees. The market is large and growing rapidly. It is estimated that there are 21,000 hotels and restaurants in the country. Duni has enjoyed extremely strong growth in Russia, but profitability has not been at satisfactory levels.
During the year, Duni created a platform for profitable growth in Russia. Accordingly, focus has been placed on profitability, which to a certain extent has held back the rate of growth. Despite this, Duni's sales in Russia in 2013 increased by 16%.
Other exports strengthened
Other exports are driven by distributors in some 30 selected countries. It is now important for Duni to create its own presence on the most highly prioritized markets. Such presence makes it easier to understand the special conditions on each market: competition, the customers' needs, or market dynamics. In 2013, Duni strengthened its operations by stationing its own personnel in certain strategically selected countries.
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