When Spanish steel supply company, Cunado, decided to expand into Australia, it faced two significant challenges − building brand awareness and understanding a complex new market.
Cunado specialises in the supply of piping, fittings, flanges, cables, valves, and associated steel products for energy, mining, and water projects that will contribute to Australia’s sustainable infrastructure and energy transition.
The Cunado Group was formed in Spain more than 60 years ago and employs more than 800 people globally. In 2023 alone, the Cunado Group’s turnover exceeded $1bln AUD and they delivered more than 500,000 tons of material to clients in 50 countries around the world.
The Cunado Australia entity was recently formed, and after their newly appointed Sales Director for Australia, Luke Rylands, joined earlier this year, he was tasked with finding strategic solutions to establish Cunado’s reputation Down Under.
He recognised early that understanding the local landscape would be crucial.
That’s why he turned to Industry Capability Network (ICN) as a key tool for market intelligence and business development. Cunado’s premium subscription has since become an invaluable resource.
“ICN provides quick benefits in terms of company visibility and market insights. The platform makes it easy for newly formed entities, like Cunado Australia, to identify potential clients and upcoming projects across a range of industries”
“But more importantly, ICN is about long-term strategy and planning, not immediate wins,” Luke said. “The timeline for major projects in our industry from concept \ feasibility study, to FEED, to EPC award and beyond takes a minimum of 2-3 years and often much longer than that. You need to position yourself early, be persistent, and seek regular updates on all of your targeted projects. ICN is extremely helpful in this regard”
By developing a comprehensive profile and submitting more than 60 expressions of interest, Luke has used Gateway by ICN to map potential opportunities across mining, oil and gas, as well as emerging sectors such as green hydrogen.
“If you work for an international company and your head office is looking understand the project landscape in Australia, ICN provides an easily accessible database that can help shape strategy discussions around market sectors, timelines, opportunities, and planning.”
This strategic approach allows Luke to forecast potential projects years in advance and to identify key target clients.
ICN has been instrumental in helping establish a local foothold and allowing Cunado to capitalise on their earlier success of supplying critical Australian projects including the Alkimos Desalination Plant and the Perdaman Urea Plant.
Luke sees ICN’s value extending beyond project listings. The platform has provided critical market segmentation information, helping Cunado understand emerging sectors and potential opportunities. For a new market entrant, this insights-driven approach is priceless.
Luke is also complementary of ICN’s responsiveness and openness to feedback, including potential improvements to Gateway’s features. And he appreciates being able to meet and network with ICN consultants at events and exhibitions across the country.
Cunado imports specialised products that are often not manufactured in Australia and ICN is a vital tool for promotion.
“We want to complement, rather than compete, with local manufactures as much as possible and our main focus is on importing products that aren’t made here. At the same time, we pursue local content initiatives by looking to partner with Australian companies for logistics, customs, and other local services that are required once our products arrive in the country” Luke said.
While Luke uses other business development tools, including LinkedIn and AI-powered research, ICN remains a cornerstone of Cunado’s market entry strategy. And at a reasonably minimal investment.
“For the amount of information that ICN provides, it’s an easily justifiable expense”
As Cunado continues to expand, attending more industry exhibitions and building new relationships, Luke will depend on ICN as a valuable tool for promotion, demonstrating how Gateway and ICN can support international business expansion.
To learn more, visit Cunado’s Gateway profile.