Case Studies >
Carrara – where the customer is king.
Paul Whitaker finds out why Carrara S.p.A is so successful
As the captain of our 737 throttled back to begin the long descent into Milan Bergamo – bumping gently on the mountain air currents like a car on an unmade road – the vista below was stunning in the sunshine…
Valley after valley with magnificent lakes and picturesque villages made it hard to remember this was a business trip, until the aircraft wheels – thumping into the runway - brought me physically and metaphorically down to earth.
For I was here, through an interpreter, to meet and interview one of Brite Band’s most charismatic and successful international customers – Sergio Carrara of Carrara SpA, a company founded by his father over 50 years ago and is now, under Sergio’s guiding hand, a market leader in gasket manufacturing both in Italy and many parts of Europe.
I was pleased to learn that – at almost 80 years of age – Sr. Carrara Senior still makes time to visit the factory and take a keen interest in production issues.
On track to double turnover
Even before leaving for Milan, whilst briefing myself for the interview, I had been impressed and intrigued by the apparent openness and ready sharing of ideas between Carrara SpA, its suppliers and customers. “TOGETHER” is the word often used by the company in its corporate messages – far removed from the more traditional manufacturing “Don’t tell anyone anything – keep our cards close to our chests” mentality.
Carrara employs 140 people and a turnover of 28 million euros. Set, says Sergio, to double over the next three years enjoying, as it does, market leader status in Italy and exporting 65% of its output primarily to the burgeoning energy sector.
The phrase “You could eat your meal off the floor” springs to mind as you step from the company’s warmly welcoming reception area with its display cases proudly showing off the product ranges, into a sparkling, squeaky-clean marble and stainless steel environment with not an oil-soaked rag in sight…
Can family values work in business?
“Carrara is the best in the world gasket market at combining world class research with excellence in design and manufacturing” asserts Sergio with not a hint of a boast. Charming, erudite and celebrating his 50th birthday when we met, he insists: -
“Despite our size, and market dominance, we nevertheless work in the Italian way. The way a family works – it’s exactly the same.”
And that can only be achieved he says by understanding the relationship of supply and demand, sitting at the same table with suppliers and customers working together to both innovate and sort problems.
He continued: -
“Carrara SpA believes strongly in the modern meaning of the word SUPPLIER. Be a resource! A resource that is competent, flexible, innovative, available and always oriented to the needs of the CUSTOMER.”
“And,” he concluded, “always be in continuous interaction with the customer. That’s how we operate and in turn we encourage our suppliers to work in the same way.”
Sergio says investment is central to the ambitious growth plans he has set his company, and it is clear from the conversation that production issues top the list of recipients for the euros…
“I’m not sure how to say this but production is not simply this or that share of budget. We don’t discuss production investment as share of budget. It’s far too important!”
Gian making a nuisance of himself
He smiles when I ask about the relationship with Brite Band and in particular how it came about: -
“Gianluigi, your international sales representative, made a bloody nuisance of himself – kept kicking on our door until we let him in! When we found Brite Band really was able to offer us the right material at a good price and good stock levels he is now made most welcome here.
The service we get is excellent, too.”
“I speak Italian; you speak English but when it comes to business both Brite Band and Carrara speak the same language…”
Relaxing after the interview I asked, because I’m always interested, what hobbies or outside interests Sergio Carrara enjoyed when not at his desk?
“We have a number of farms, and I breed horses – my son is a professional show jumper – and I enjoy playing golf on the world’s top professional golf courses.”
“Oh yes,” he laughed, “and I’m sorry to tell you that I also like to drive classic cars such as Lamborghinis and Aston Martins!”
A most stimulating and thought-provoking interview I decided as I headed back to a very wet and murky Leeds-Bradford airport and home.