Pojazdy Szynowe PESA Bydgoszcz SA w Bydgoszczy. Strategia budowy marki: PESA Bydgoszcz SA

Abstract

The subject of the article “Railway Vehicles PESA Bydgoszcz S.A. Holding. The Strategy of trademark creation: PESA Bydgoszcz SA’’ is the analysis of PESA Bydgoszcz S.A. trademark marketing on the Polish as well as European market. The company appeared on the railway vehicle producer market on August 17, 2001. It is a business successor of the former Zakłady Naprawy Taboru Kolejowego (ZNTK) in Bydgoszcz (The Railway Rolling Stock Repair and Manufacturing Works), a plant which was purchased by its then existing managers in 1998 from the National Investment Funds (so called management buyout). The following factors contributed to the process of developing PESA Bydgoszcz S.A. trademark in the years 2001-2011: 1. Acquiring quality certificates: in 2002 - ISO 9001:2000 certificate pertaining to the construction, production and repairs of the rolling stock; in 2007 - EBA certificate pertaining to the repairs of railway vehicles; in 2009 - ISO 9001:2008 certificate pertaining to the designing, production, modernization and repairs of railway vehicles as well as to the designing and production of welded constructions; on April 2, 2010 - International Railway Industry Standard (IRIS) certificate No. 02 (the only one to be granted in the world). The IRIS certification is considered to be the most demanding international norm in the rail trade. 2. Introducing modern design for railway vehicles. 3. Establishing direct contacts with the main user of railway vehicles – passengers (for example contests for the manner of painting of railway vehicles or for the name of the locomotive chassis). 4. Opening of production halls for potential contractors (for example visits in the plant paid by delegations from Italy, the Czech Republic, the Mayors of Gdańsk and Szczecin). 5. Participating in exhibitions as well as national and international fairs. 6. The capacity for producing short series of railway vehicles (it is facilitated by the flexibility of production and adapting to customer requirements). 7. Cooperating with domestic research and science establishments. 8. Management based on the unchanging and steady board of managing directors with Mr Tomasz Zaboklicki acting as PESA CEO since 1998. During the years 2001-2010 PESA Bydgoszcz SA has become the major producer of railway vehicles in Poland. In 2008 its share in the domestic production amounted to 77.9%. The plant sells its products to: Italy, the Czech Republic, Hungary, Germany and to Lithuania. It produces trams and railway vehicles for Warsaw, Gdańsk, Elbląg, Szczecin, Katowice, Warszawskie Koleje Dojazdowe, Koleje Wielkopolskie, etc. The company’s motto is: “We respect tradition, we live in the present and, above all, in the future”.