THE EARLY STAGES OF THE INTERNATIONAL DEVELOPMENT MODEL
In the context of increasingly pervasive globalisation, companies are driven to expand their presence beyond national borders. Ortea, with a clear and ambitious vision, embarked on a determined path of international expansion, aiming to decentralise its presence and create solid synergies with local partners in various territories.
In March 2009, carefully assessing the macroeconomic dynamics and considering the state of the African electricity infrastructure, Ortea recognised the opportunity and need to establish a stronger presence on the African continent. In a strategic move, Ortea Africa was born, establishing its roots in Abidjan, Côte d’Ivoire.
Ortea Africa’s main objective is to develop the sale of Ortea branded products – in particular voltage stabilisers, power factor correction systems and isolation transformers – and offer direct technical support as after sales service.
Ortea Africa’s mission is not limited to this. In fact, over the years, it has dedicated a deep commitment to training, support and collaboration, the various tasks performed have extended to:
- Partner selection in the different countries
- Commercial training of partners
- Training of technicians at the factory in Italy
- Supporting partners in various projects
- Assistance in organising seminars for partners and marketing actions
- Assistance in financing projects
- Advice on device maintenance
- Device commissioning and user training
- Spare parts management
Ortea Africa’s success can largely be attributed to its highly qualified and dedicated team. Based in Abidjan, the Ortea Africa team covers a wide geographic area including West, Central and Southern Africa. This professional core team is led by a General Manager with two decades of experience in the African market, supported by a group of engineering and administration experts, including a management assistant, an engineer with more than 10 years of experience, two electrical engineering technicians and the accounting department.
ORTEA AFRICA IN THE CURRENT LANDSCAPE
Today, some 15 years later, when it comes to power quality in Africa, the most popular brand in the African market is Ortea. The brand has become synonymous with reliability and innovation. This is thanks to various devices that have been in operation for more than 20 years, with powers up to 4000kVA, but also thanks to designs and technological solutions tailored to the needs of the local market.
Key sectors such as industry, banks and insurance companies rely on Ortea to protect their equipment, which is highly sensitive to the continent’s well-known electrical disturbances.
This strategic presence has contributed to the company’s development, both economically and in terms of market penetration, and to the diffusion of the Ortea brand in Africa, also thanks to an excellent technical assistance service present on the ground and therefore close to the customer’s needs.
In conclusion, Ortea Africa is not only an example of international expansion, but also represents a model of how a company can adapt, grow, and prosper in diverse contexts, always focusing on innovation, quality and local collaboration.