In the previous strategy and related messages, there has been a lot of talk about internationalization (see, for example, above), but these international openings are still being awaited from Admicom. Competitor Smartcraft expanded into the British market last year, and that opening has driven sales growth wonderfully. Admicom expanded… to Estonia? Well, that’s better than nothing and a good place to practice internationalization. Now it is stated:
In Finland and Estonia, we have a broad customer base, which puts us in an excellent position to grow together with our customers by serving them better and more broadly. We have also decided to continue international expansion. We will gradually strengthen our internal capabilities in international business while seeking opportunities to expand into new markets through acquisitions, as we did with the acquisition of Bauhub last year.
In the strategy, internationalization is formulated very timidly, even though the markets in Europe are still available for now, and competitors are snatching them up at the same rate as a middle-aged Finn grabs roe and sour cream at the Viking Line buffet. Those organizational games and exercises should have been done earlier, and now, after years of wavering and rowing, we should be able to achieve more active and faster growth abroad. If we now stay at the starting blocks tying our shoelaces and focus entirely on winning supremacy in the domestic, perhaps Europe’s worst, construction market, then this investment is pure trash. Dividends to zero and abroad, please!