Opportunities in times of crisis: the Kiwitron strategy

Opportunities in times of crisis: the Kiwitron strategy


Kiwitron has a particular identity: it is the result of an extremely flexible strategy, which in times of crisis has translated problems into opportunities and successes. 

Kiwitron was born from the idea of three electronic and IT experts in mid-2019. In the first 2020 the company had 20 active people; at the end of 2021 almost sixty.  

Growing up at the time of the Covid19 pandemic could have seemed like a tough challenge: how to overcome the health crisis, the semiconductor crisis and market uncertainty? In this article we tell the answers of the company from Sasso Marconi, which from the first quarter of 2020 to today has increased its turnover by more than tenfold. 

You can't predict everything. How to react to sudden difficulties?

Kiwitron deals with formulating fleet forecasts using complex algorithms. However, we know from first-hand experience that it is not easy to predict dramatic changes. At the beginning of 2020, the electronic device market experienced radical transformations: the increase in demand for electronic boards and the slowdowns in chip production caused a severe semiconductor crisis

The shortage of silicon has led to the slowdown in the production of many goods, especially among electronic devices. Furthermore, the appearance of the Coronavirus has caused the emergence of new needs to be met. Extreme attention to digital, urgent health precautions, important delays in product deliveries have been unprecedented needs of the industry. 

The answer to the semiconductor crisis

The historical conjuncture that led to the semiconductor crisis was immediately perceived in all its seriousness. Kiwitron has found a structural solution to deal with it. R&D teams have modified main product designs and engineered the best results; new suppliers were tested and selected quickly and it was decided to print the electronic cards for the devices internally. The systems thus obtained then passed market tests with customers, through the distribution of surveys and the collection of feedback.

Components management resulted in the growth of internal skills, improving production and strengthening the credibility of a very young company.

How Kiwitron assembles the components internally

Problems, opportunities 

Kiwitron immediately calibrated its activities in accordance with the new market structures, identifying development opportunities in the difficulties.   

New products were born, both to make up for immediate needs (e.g. Distasafe, the device for maintaining social distancing in the workplace) and to intercept long-term transformations (KiwiEye, which led to the birth of the R&D team dedicated solely to artificial intelligence).

At the same time, in addition to business development, attention was immediately focused on placing the relationship of trust and closeness with the customer at the center of Kiwitron. Know-how shared technology and great attention to individual needs and customizations were some of the strengths to overcome the global crisis.

The results

Efforts on many fronts have led to positive results and performances beyond expectations. In 2022 Kiwitron inaugurated the third production line, having doubled the surface area of the production spaces since 2020. From spring 2021 to spring 2022, revenues increased by more than 100%. Employees have further increased, with hiring still ongoing. 

Kiwitron's strategy – the increase of internal resources and skills, active listening to the market for the development of new solutions – has made it possible on the one hand to get through the economic crisis, on the other to corroborate commercial success, thanks to an extremely dynamic business model.

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