Development of Pronar’s Agricultural Machinery Distribution Network in Spain
The project involved comprehensive support for the Spanish market expansion of Pronar, Poland’s largest agricultural machinery manufacturer, through the identification and acquisition of business partners specialising in the distribution of grassland and forage machinery.
Pronar is one of Europe’s leading manufacturers of agricultural machinery. Its extensive product portfolio also includes municipal equipment, trailers, recycling machinery and solutions for a wide range of industrial applications.
Tedalian was responsible for the complete market-entry process in Spain – from assessing market potential and identifying suitable business partners to organising commercial meetings and supporting the negotiation process.
The first stage involved an in-depth analysis of the Spanish agricultural machinery market, with particular emphasis on regions characterised by significant grassland and forage production. Based on this research, we developed a targeted database of potential distributors, conducted a multi-stage prospecting campaign and evaluated prospective partners against the commercial, technical and organisational criteria defined by Pronar.
Following the qualification process, 15 high-potential dealers were selected. Tedalian organised individual business meetings between these companies and Pronar representatives. Each meeting was preceded by a presentation of the manufacturer’s product portfolio and a preliminary assessment of the prospective partner’s commercial potential and suitability for cooperation.
During the meetings, the parties discussed Pronar’s product range, potential cooperation models, commercial and contractual conditions, and the sales development opportunities available within individual regional markets. The market intelligence and feedback gathered throughout the process enabled the client to identify partners aligned with its long-term development strategy and ultimately led to the signing of distribution agreements.
Tedalian was also responsible for developing the commercial visit strategy, preparing the meeting schedule, coordinating the logistics of the entire business mission and managing communication between all parties involved in the project.
Project Outcomes
- comprehensive analysis of the Spanish market for grassland and forage machinery,
- identification and qualification of potential distribution partners,
- organisation and coordination of 15 individual business meetings with carefully selected dealers,
- establishment of the foundations for a nationwide distribution network for the Pronar brand in Spain,
- signing of distribution agreements with partners meeting the client’s commercial and organisational requirements,
- significant reduction in international expansion costs through precise partner identification and qualification,
- acceleration of the distribution network development process, with a concentrated programme of business meetings completed within just one week.
The project demonstrated Tedalian’s expertise in planning and executing international sales development projects and supporting industrial manufacturers in building sustainable distribution channels in foreign markets. By combining in-depth market intelligence, targeted partner selection, structured B2B prospecting and hands-on commercial support, Tedalian enabled Pronar to accelerate its entry into Spain and establish strong foundations for the long-term development of its distribution network.