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CNH Industrial: Supporting the Vietnamese agricultural sector

CNH Industrial is a global leader in the capital goods sector. Through its strong brand portfolio, it designs, produces, and sells agricultural and construction equipment, trucks and commercial vehicles, and powertrains. While manual labor and simple machines still dominate Vietnam’s agricultural sector, CNH Industrial is committed to supporting the Vietnamese Government’s efforts to develop the local agricultural business sector. To do so, CNH Industrial has partnered with DKSH to successfully market its world-leading New Holland tractors and Case IH harvesters to Vietnamese farmers in the rice and sugarcane industry, thus paving the way for agricultural mechanization in Vietnam.

Challenge
With the customer base being mostly paddy farmers, CNH Industrial needed a partner with a wide network, in-depth knowledge of the local market, and award-winning customer services to best support the distribution of machinery in Vietnam’s agricultural sector.

Approach
CNH Industrial’s partnership with DKSH started in 2012 to provide marketing, sales, after-sales, and customer services. Leveraging DKSH’s extensive infrastructure of sales and service engineers as well as hand-picked dealers strategically located in Vietnam’s main agrarian areas, the team focused on providing customers with pertinent, targeted advice and after-sales service to assist them in increasing their yields. Furthermore, DKSH organized one-on-one meetings and attended seminars, product demonstrations, and trade fairs to further fan the interest of Vietnam’s agrarian industry. By assisting local agrarian producers and cooperating with local government departments and associations, DKSH is assisting CNH Industrial to tap into underdeveloped market potential.

Results
DKSH made its first sale a few months after the signing of the distribution agreement with CNH Industrial’s agricultural business, selling the very first modern sugarcane harvester in Vietnam, which set a precedent that created a stir in Vietnam’s sugar industry. In addition, more than 50 New Holland tractors were sold to customers in different sectors within DKSH’s first year as CNH Industrial’s Market Expansion Services partner.

Market Expansion Service: international standards, local expertise
DKSH can rely on a wide network, in-depth knowledge of the local market, and reliable after-sales services to best support the distribution of New Holland and Case IH machinery in Vietnam’s agricultural sector. DKSH Business Unit Technology is on the way to becoming a leading player in the Vietnamese agricultural machinery segment, proud to be able to assist the country and its people with getting on track with agrarian mechanization.