Ventec's Marketing Strategy and Their Newly Appointed Technology Ambassador

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Starkey: As you said, Alun, Ventec has clearly differentiated itself. It has built an identity around supply chain, technical support, and the range of specialist products, as well as the technology and the caliber of the technical support that goes along with the product range and the supply chain.

Morgan: Yes, Ventec is a solutions provider, which is the way I see it. OEMs have issues they have to face—current or future challenges—that need materials that enable future performance requirements. I see Ventec being very much a solutions provider and technology enabler for the OEMs. The solution is not always or only technical; it must be that to some degree, but it must also be a supply-chain solution.

Starkey: That's an interesting observation. Can you expand on that one?

Morgan: Yes, I mean it's no good having a product that serves the market need but is not available. I think about some Japanese companies, for example, where the market could be perceived as being very closed. They may have wonderful technologies but may choose not to deliver them outside of Japan. So, if you wanted to have those solutions elsewhere, they're not available to you.

The Ventec model is unusual for Chinese producers. Traditionally Chinese producers have heavily focused on manufacturing efficiencies and footprints—large-scale manufacturing. In many cases, they’ve set up distribution models that relied on third parties to supply their products around the world.

What we see with Ventec is their own infrastructure around the world. They have a stake in the distribution channels, and they are their own channels. If you were to ask people what Ventec delivers, they would say Ventec delivers solutions through their own supply chain, which is an important differentiator. It's a kind of customer intimacy that many suppliers can't really achieve.

Basically, there's a need for a product and technology, and that can be delivered without the engineers having to worry about any of the supply-chain aspects or finding a partner or distributor. That's not necessary because Ventec will supply that in all of the markets as well.

We see a strong presence in Europe, North America, and Asia; it's global, and for me, that is important. There are many ways to achieve that, and the model that Ventec has settled on is the easiest model of all for customers. That's the way to sell things, and that's the way to grow your company—by satisfying what the customer wants and making it easy for them. I've always believed that, and I know Mark has as well because we've worked together on similar projects in the past.

The easier you make it for customers, the happier they are with you and the more they trust you with their supply chain and supplying their technology. Trust is an important part of this whole story. You must be able to rely on your supplier to deliver through thick and thin and actually help you grow your own business.

Starkey: Yes, you've made that very clear, Alun. Thank you. Is there anything you'd like to add, Mark?

Goodwin: Well, our strapline sums it up: “Wherever technology takes you, Ventec delivers.” That really says it in one line. We customize our technology. We have core technology, but in thermal management, for example, we make custom solutions for people all the time. People come to us with more and more different demands and ideas. We take the core technology, adjust it to meet their specific requirements, and then build a supply chain, which is really my job. I'm not technically incompetent, but I'm not a technician. I'm a supply-chain guy. My job is to make sure the customer's happy, getting what they want when they want it, and at the right cost. That's it; keep it simple.

Starkey: Thanks, Mark and Alun. Yours is a synergistic partnership.

Morgan: We have our old band back together, Pete.

Starkey: Any vacancies?

Morgan: Can you still play the drums?

Visit I-007eBooks to download your copy of Ventec micro eBook today:
The Printed Circuit Designer's Guide to...Thermal Management with Insulated Metal Substrates


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