Drastic Environmental Changes,
Overcome by Providing Reliable Value

One morning, surprise news spread throughout the company. A long-established semiconductor manufacturer (hereinafter referred to as Company A) is acquiring a semiconductor manufacturer in Silicon Valley in the United States that has been doing business with Macnica for many years. In the semiconductor industry, which is rapidly becoming oligopolized these days, news of M&A among semiconductor suppliers is by no means new. However, the acquisition of Macnica 's business partner, who has been co-creating business with them for about 15 years, means that the leadership of the business with them will be transferred to Company A, and the future business will be affected. The direction may change significantly. Therefore, this acquisition announcement was very impactful. After the acquisition by Company A was completed, Macnica needed to conclude a new transaction contract, but immediately after the acquisition, new news came that Company A was reorganizing its domestic sales network. “I was shocked when I heard this news.The reorganization of sales networks that occurs during these types of acquisitions means that trading companies that were doing business with the acquired company often have their contracts terminated. It was almost the same," says Obinata. Macnica was literally in trouble.

However, Dainichikata and other team members thought that Company A's decision to narrow down the number of trading companies with which it does business means that business will be concentrated in selected trading companies, and this is an opportunity for Macnica to build an even stronger business foundation than before. Macnica The reorganization of the sales network by Company A is also aimed at business expansion. Macnica If we can prove to Company A the benefits of becoming a business partner with , we can lead to a business contract with Company A. To do this, we first need to demonstrate the strength of . To this end, we began with activities to publicize Macnica 's strengths, namely its demand creation capabilities (the ability to create new business). In the semiconductor business, the ability to "accurately grasp customer needs and then provide optimal proposals and support" is a major added value. To achieve this, it is important not only to have a thorough knowledge of the products handled by the company, but also to build a relationship of trust with the customer and to "know the customer in depth. Creating business" is one of our strong points. When the acquisition was completed, we lacked the information necessary to make a presentation to Company A to prove our strengths, but we were not rushed at all," said Horiuchi. Macnica Utilizing its extensive client base, KVH immediately began gathering information that would be useful in presenting its value to Company A. In a short period of time, the company was able to consolidate an unusual amount of important information, including information about the markets and customers in need of Company A's products. The company evaluated Macnica 's strong sales force and its proven ability to create demand, and decided to continue considering the possibility of concluding a contract.

Macnica 's appeal of value to Company A did not end there. Initially, Company A had a large market share for some products, but the market share for analog products was small, and they believed that they had to somehow improve this situation. In order to prove its overwhelming technological capabilities, Macnica independently developed an IoT sensor board that combined multiple analog products developed by Company A. When developing this IoT sensor board, we had no contract with Company A, so we were unable to obtain any data sheets for the product, so there were many challenges to overcome. It was a development that a normal developer would have thrown away immediately, but Macnica completed it in just two months and provided it to Company A. "Macnica has a large number of engineers with technical capabilities comparable to those of our supplier manufacturers. We thought that words alone would not be enough to prove this, so we set out to actually develop the board." says Horiuchi. ``However, I was also surprised by the technical ability of Macnica 's engineers at this time. Even the engineers at Company A said that it would be difficult to complete the development of this board in two months. ”. Through the development of this board, Macnica emphasized that with its technological capabilities, it could expand sales and support all analog products as a single company. Company A also highly evaluated Macnica 's overwhelming technological capabilities, and in the end, not only did Macnica continue to do business with Company A, but they also established a contract as a global distributor encompassing ASIA and ASEAN, the only domestic distributor. A contract was reached.