Effective sales strategy

Phoenicia is Israel’s sole flat glass manufacturer, selling approximately 50% of production locally. With two lamination lines supplying safety glass and other solutions, the company successfully develops tailor-made processed defence products for the architectural and armoured vehicle markets.

Float glass is offered in thicknesses from 1.8mm to 12mm, with clear and low iron materials available. The factory’s two laminating lines offer all lamination solutions, notably regular safety glass, acoustic glass, coloured laminated glass and Hurricane-resistant glass. Specialist defence solutions include forced entry-resistant, bullet-resistant and blast-resistant materials.

The glassmaker’s next expected investment will be the placement of an MSVD coating line next to the float line to offer customers a low-E, energy efficient glass. It will continue to develop premium products such as low iron glass (True Color) and invest in innovation, both internally and through joint ventures to create quality glass for life quality and to fulfil its vision.

In the belief that customers come first, Phoenicia’s team invests in the best customer service possible, paired with high quality products. The company has hundreds of active customers around the world, many of whom have been working with Phoenicia for decades. Considerable pride is taken from the fact that some of the world’s largest glass manufacturers (competitors) are also customers.

As an experienced developer of low iron glass, the company is constantly searching for further market opportunities. In India, for example, where customers prefer a blueish tint in the glass, a specially developed low iron glass was made available. This True Color brand has been well received by Indian customers and is a recognised market leader.

Teamwork culture

As mentioned previously, Phoenicia acknowledges that its employees are its most important asset. “We believe that in order to produce quality glass, we must invest in our teams by training and teaching them constantly” a company spokesperson confirmed. “The fact that Phoenicia is a sole producer causes a challenge in finding qualified employees and training them, so we have to invest in this subject all the time.”

A culture of reciprocal commitment has been created, both personal and professional. “As a team, we respect each other’s abilities and support one another. Phoenicia is committed to organisational excellence, recruiting outstanding employees, nurturing and empowering them, while maintaining an interesting, challenging and enjoyable workplace that provides job security and protecting the knowledge and experience accumulated in the process.”

Recognised as the source of glass knowledge in Israel, the company’s employees are committed to continually learning and enhancing their capabilities.

Positive prospects

Because Israel is a particularly progressive country, it is quick to adopt and develop the latest trends. “We see the trends of high rise and ‘green’ buildings being implemented in big cities and the entry of new products through import such as low-E and solar glasses” commented the Phoenicia spokesperson. “We are happy to see that there are some Israeli companies developing smart glass solutions as well.”

Reportedly, the main challenges currently facing Phoenicia are associated with finding consistent, high quality raw materials and doing everything possible to keep its customers happy, without missing any new opportunities.

In recent years, Phoenicia has emerged as a stable, profitable and successful enterprise. The implementation of a revised business strategy is helping to ensure growth, as the company explores opportunities to move up the value chain. This approach has also resulted in a redefined marketing strategy, including a relaunched website and the introduction of a specially created company video (https://www.youtube.com/watch?v=Zw0BEzzTOyw).

True Color is a registered brand of Phoenicia Ltd.