Bauer Group expands its business in Southeast Asia
Intensified market presence: Irrigation systems and separators at the first Agritechnica Asia in Bangkok
Voitsberg/Bangkok, February 28th, 2017
The Austrian agricultural equipment manufacturer Bauer is expanding its market presence in East and Southeast Asia. Many farms in the region have already been using the irrigation and slurry management equipment “made in Austria” for a number of years. The product range is now being expanded, the dealer network is being built out and products are being sold directly to large customers. Additional steps are being taken in countries of the region in which the company has had little presence to date in order to achieve a stronger market presence. The Bauer Group will also be highlighting the importance of the Southeast Asian market with a trade fair appearance. At the agricultural trade fair Agritechnica Asia being held for the first time in Bangkok, the company will be presenting its irrigation and waste water management systems.
Effective immediately, optimal around-the-clock irrigation and waste water processing will be a job for the Bauer Group in the Far East as well. Here, on the largest continent on Earth, the agricultural equipment manufacturer from Austria is now expanding its market penetration and intensifying its presence in a number of countries. “After Europe, North America and South America, our machines are now also seeing increasing use in Asia. We would like to expand on this,” says Klaus Ferk, Sales Director for Asia, Australia and New Zealand at the Bauer Group. The Bauer Group is working with great anticipation to create the ideal conditions for expansion through optimal use of the collective know-how of its employees.
With the massive expansion of the market presence in Asia, Bauer is responding to the strong growth in agricultural production here. For example, demand for milk and meat products is rising among the population.
At the same time, the environmental regulations with regard to waste water are growing stricter while the farms are growing larger. Modern slurry equipment and separation systems are therefore experiencing rising demand, explains Ferk, who is pleased by the increasing sales potential. There is also more demand for irrigation equipment because the traditional rainy periods in the region are shifting or becoming shorter, adds Ferk. In order to secure their production, farmers are increasingly employing modern irrigation equipment.
Bauer equipment in use in large parts of Southeast Asia
Whether irrigation systems or separators and pumps for slurry processing systems, Bauer equipment has already been in use for a number of years in Thailand, the Philippines and Indonesia. In Thailand, for example, many companies have already come to rely on quality “made in Austria”. In the Philippines, the Austrian company sells irrigation systems of the Rainstar series as well as Pivots and separation equipment in cooperation with a local dealer named TractorCo on the island of Negros. Several sugarcane producers have been irrigating their fields with these products since last year. In Indonesia, on the other hand, there is particular demand for slurry technology. Bauer has had its own sales representative here for some time.
With a population of roughly 90 million and intensive agricultural production, Vietnam numbers among the key future markets for all agricultural equipment manufacturers. The Bauer Group is acting accordingly and has now established its own local representative here. A number of irrigation systems have already been sold. Soon, one of the largest dairy cattle operations in the country will be outfitted with separators, mixers and pumps for optimal slurry management. A new dealer, Jebsen & Jessen, has taken up work for the Bauer Group in Cambodia. The joint marketing and sales activities have already started. The Bauer Group has now also begun entering into the Myanmar market. This country has only recently returned to a democratic government. The sales structures should be continuously built up over the next few years. The same is true in Laos, where irrigation systems from Bauer have been in use for several years and a total area of over 1,500 ha is now irrigated with Austrian technology.
Last but not least, China naturally plays a major role in the strategic considerations of the group as a market with very high potential. Since recently, three employees have been working this gigantic market. The goal is to be represented by at least one Bauer dealer in each Chinese province within the next few years in order to achieve greater market penetration, says Ferk. Irrigation and slurry equipment has already been sold to pig and dairy farms in the country, primarily in the northern regions.
Trade fair as launching point for further Southeast Asia expansion
Bauer is demonstrating just how seriously it takes its expansion within the Southeast Asian market by appearing at Agritechnica Asia in Bangkok. The largest agricultural trade fair in the world will be hosted for the first time here in the Thai capital this year from March 15th to 17th. The agricultural equipment manufacturer will be presenting its product range of irrigation systems here – such as the reel irrigation system Rainstar T42, which ensures balanced irrigation of larger areas. In the area of waste water management, the company will be presenting the separator S 655 / S 855, a perfect example of efficient waste water management, among other products.
The stand of the Bauer Group at Agritechnica Asia from March 15th to 17th, 2017, can be found in hall 106, Bitec, Bangkok.
The Bauer Group at a Glance
Since its foundation in 1930, the BAUER Group – headquarters in Voitsberg, Styria, has been focused on irrigation and slurry management technology. Whilst initially producing wastewater and slurry pumps, the company first became an international player in the sector of irrigation technology in 1947 with the patent-protected Bauer lever lock coupling – named after Rudolf Bauer, the company founder. Today the company is developing rapidly in the biotechnology sector with wastewater treatment & biogas plants and it is focusing on three main sectors: irrigation management, waste water management as well as energy management.
BAUER is the Global market leader in irrigation technology: A total of more than 2,5 million hectares is globally irrigated. A major part of sales representing 50% of the total turnover is achieved in the sectors of slurry and environmental waste processing. The BAUER Group exports to about 100 countries of the world. With approx. 675 employees, Bauer generated consolidated net proceeds of about 106,5 million Euros in the financial year 2014/15. With an export ratio of 90%, the main markets of the BAUER Group are Germany, France, the CEE countries, China, the USA, Australia and South America. In October 2016 a new plant in Brazil was put into operation.
The BAUER Group currently consists of 17 companies worldwide, including the well-known German labels BSA, Eckart, FAN and SGT.
- Various irrigation systems
- Automated pivot and linear systems, i.e.: Centerstar, Centerliner, Linestar
- Irrigation machines, i.e.: Rainstar, A3 or ProRain
- Traditional irrigation, i.e.: pipe systems and solid-set plants
- SmartRain – App for managing and optimizing irrigation systems
- Slurry transportation (slurry tanks)
- Innovative slurry treatment: mixers, pumps, separators, composting and distribution
- Pipes and fittings
- Wastewater treatment and separation technology for the food and paper industry
- Components for Biogas plants
- BRU Bedding Recovery Unit
- Configuration of all machines
- Ordering of all spare parts
For further information see: www.bauer-at.com/en/ and www.fan-separator.de
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