Marketing expertise helps local firm’s global expansion

A Redcar firm specialising in global marine fuel analysis is working with Teesside University to develop its marketing and sales processes and grow its customer base worldwide.

Guardian Marine Testing Ltd (GMT) wanted to further invest for growth by enhancing its marketing and sales function. The project with Teesside University involves the creation and maintenance of a dedicated client relationship management (CRM) system allowing GMT to continue to communicate efficiently with an increasing client list.

GMT’s main business is to test fuels used by ships, to confirm the fuels are safe to use. This involves collection from any port in the world and transit of sample to testing and reporting from the laboratory. The vast majority of the firm’s business involves overseas customers, from ship owners to anyone involved in the purchasing or use of marine fuels.

Launched in 2008, the company is led by managing director Andrew Shaw, operations director Paul Livingston and technical director Andrew McEwan, who between them have a combined experience of over 25 years.

Based at the Wilton Centre, near Redcar, the company is supported by other global facilities. And while operating internationally, closer to home GMT was the overall winner of both the Tees Valley Best New Business Awards in 2010 and the North East Exporters Award in 2011.

Andrew Shaw said: 'It has been a real benefit working with Teesside University. It has allowed us to not only have assistance in looking at a most important factor but also gain a valuable resource at a reasonable cost, which from day one has contributed to our operations.'

Teesside University was able to offer assistance through a Knowledge Exchange Internship (KEI), part funded by European Regional Development Fund (ERDF).

The KEI involves a six-month graduate placement for Jamie Stevenson, working with academic Dawn McCartie, senior lecturer in marketing and research in the University’s Business School.

Jamie, who completed an MSc Management at Teesside University, has been involved in developing and maintaining the CRM system which GMT can incorporate into its existing marketing strategy.

Dawn said: 'GMT were keen to develop an effective way of not only managing their client data but using it in an efficient and strategic way - that's where the CRM system comes in and I am working with the company and Jamie over the coming months to put this system into place and assist GMT with their growth plans.

'The KEI project is a fantastic way of integrating real world businesses with the business school and I am glad to be involved.'

Jamie, 25, of Thornaby, said: 'The KEI has been absolutely brilliant. It's allowed me to gain valuable work experience within a growing business.

'The internship with GMT has enabled me to gain experience in a business environment and I have been able to take knowledge from my academic studies and bring that to the business. This is in essence what the KEI was designed for, an exchange of expertise and knowledge between all.'

The European Union part financed these projects with £3.9m from the European Regional Development Fund 2007-13 through Department for Communities and Local Government (DCGL).

Distributed by the European Commission, the European Regional Development Fund promotes growth, competitiveness and employment in the region.

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