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Project Introduction

Conwed Plastics is part of the Advanced Materials & Structures Division of Schweitzer-Mauduit International, Inc (SWM), a multinational company headquartered in Minneapolis, Minnesota. Conwed Plastics has five manufacturing locations, including a manufacturing plant in Genk, Belgium, and a global distribution network.

The company has more than 50 years of experience developing netting solutions for many applications, such as agriculture, automotive, building & construction and consumer products to filtration, hygiene, medical and packaging applications. Since 2010 Conwed Plastics already had quite some sales to Asia Pacific and to China. In order to further expand its business and build a sustainable presence in China, Conwed Plastics contacted Horsten early 2016 to provide strategic advice with regard to the entry mode for their China presence and assist in any other respective actions to be taken with regard to this venture.


Involvement of Horsten International

Horsten assisted the customer with the following topics:

  • Analysis of the current commercial, operational, logistic and financial flows of Conwed Plastics’ China business and recommendations for optimizations.
  • Information on the possible legal entities in China, costs and timings
  • Scenario analysis: advantages, risks or investments needed for different entry modes
  • Feasibility study
  • Location study
  • HR services: assistance in the recruitment process, negotiation of the labour contract and payroll administration of sales managers