Company Interview: Buhler Industries Inc.

Person contacted and interviewed:

Date of interview: 10th April

Charles Daniels M.B.A.(International Sales Manager)Buhler Industries Inc.

Contact: 1-204-228-4230 (M)cdaniels@buhler.com

Questions asked:

Q1. What are the main characteristics of your business model?

The business model for Buhler Industries has changed in the last few years. Five years ago, Buhler was the manufacturer of Versatile Tractors and Farm King Grain handling and short line equipment. Largely through acquisitions, Buhler has expanded its product line to include; self propelled sprayers, seeding and tillage equipment. Buhler can now provide comprehensive farming solutions from ‘the tractor and back’, meaning the tractor and all pulled implements. For the North American market, Buhler will be introducing the Rostselmash combine in 2012, branded Versatile. Rostselmash is Buhler’s Russian parent company. Buhler will continue to look for potential acquisitions to further enhance its capabilities as Canada’s largest manufacturer of agricultural equipment.

Q2. What is your comparative advantage?

The Versatile brand is characterized by being big, powerful, well built, long lasting but easy to service and maintain. Its advantage is having ‘great bones’, in the Cummins engine and CAT transmission, and less ‘bells and whistles’ to sell the product. Reliability and ease of use is another comparative advantage.

Q3. What are your export goals?

Brands such as John Deere and Case are well known international brands of agriculture machinery. Buhler Versatile is much smaller in comparison, and is less known internationally. Our export goals, include a walk before you can run approach to a market, and initially be content with a handful of tractors in a market, rather than a large number, that becomes cumbersome to manage and service. Buhler’s equipment is designed for large, broad acre farming operations, and so markets like China, Brazil and Australia are well suited for the equipment.

Submitted By: Shubhpreet Kaur Nandha Page 1

Company Interview: Buhler Industries Inc.

Business Guides feedback:

Q1. Would a business guide like this be helpful in achieving your export goals?

For someone new to exporting or interested in the Indian market, the business guide presents a good general overview of the market and some helpful language tips and other sources of information. It would represent an initial step in achieving ones export goals, but would not like be a trigger point for committing significant time and resources in pursuing the market.

Q2. What are the major strengths of the report?

Again, a good high level view point on the market. The inclusion of elements on the tax structure, and noting of the common law system are things that may provide comfort to a potential exporter. The language tips are also useful.

Q3. What needs to be added, improved?

Every market has some downsides, challenges and obstacles. It is important to be realistic with these, and not conceal or soften them. When I hear people say “India is very complicated” or “challenging” to do business in, it would be helpful to have some information as to why that is. That type of information likely comes from Individuals or organizations who have either done, or attempted to do business there who may be inclined to speak freely about it. Overall, it is a good general report that will give companies some insight into a market, but not necessarily aid them significantly in completing a business deal.

Submitted By: Shubhpreet Kaur Nandha Page 2