Bertram Göb started his career as Key Account Manager at W.AG Funktion + Design GmbH in Geisa/Rhön back in 2012. He is considered an expert in the case industry and has been responsible for the commercial area of the full-service provider of industrial cases and foam inserts as Managing Director since November 2018.
pj: Mr Göb, what is W.AG's current focus?
Bertram Göb: We are currently pushing ahead with the expansion of our nationwide direct sales organisation in Europe. At the same time, we are strongly promoting our Product innovations, by integrating an alternative material made from renewable raw materials (ORGANICLINE) into our portfolio alongside our single-origin polypropylene (PURELINE).
Transparent and honest communication is very important to us so that our Customers decide freely They can decide which material they want to use for their cases or boxes. We also see that the issue of CO2 savings will become just as important in the future as the development towards cradle to cradle.
pj: What particular challenges did you personally face last year?
Bertram Göb: For me, it was important to build on the foundations and values created by our company founder Wolfgang Wagester and to consolidate our market leadership despite the current difficult conditions.
Last year, many customers were not as euphoric about projects as we would have liked. Nevertheless, we were able to strengthen our market position as Premium case manufacturer thanks to the breadth of our sector and our outstanding product and service portfolio.
pj: How do you assess the economic situation?
Bertram Göb: We assume that the economic situation will continue to improve in 2020. demand-orientated will shape the future. The global political uncertainties are definitely affecting our B2B business. However, we are very well positioned for the future in all areas of the company.
pj: What effects do you expect for W.AG?
Bertram Göb: Customers currently tend to order with smaller quantities. For our business model, this means higher set-up costs at a constant price level. Expansion in Europe may be more difficult to realise in terms of both the market and raw materials. We assume, for example, that slightly rising price trend in our raw materials.
In the inlay area, we are buying in foams, among other things, whose price development is just as difficult to predict, as some large foam manufacturers are based in England. We are waiting to see how Brexit develops, but are already working on alternative materials.
pj: What do you see as the most important tasks and trends in the industry?
Bertram Göb: The discussion about sustainability offers enormous opportunities in the further development of products. Since 1997, W.AG has been offering a Reusable packaging which is continuously adapted to current trends and offers solutions for the future.
With communicated honesty and transparency, we process the recyclable material plastic into customised case solutions that can be returned to the recycling cycle at the end of their life cycle.
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