Business: Metrofile Consolidates Stuttafords Archive Services Brand
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Effective 1 July 2009, the move will see Africa’s leader in information and records management discontinue trading under the SAS name and the merger of the division with Metrofile’s operations in Johannesburg and Bloemfontein.
“The move makes good business sense as we have until now had two very similar businesses, operating in a single market, under two brands,” states Peter McLaren-Kennedy, sales and marketing director of Metrofile. “The dissolution of the SAS brand is merely a logical progression for the company, as customers are already very comfortable in their knowledge that Metrofile is SAS’ parent company.”
SAS was setup in 1994 by current General Manager Keith Blackwell together with the Laser Group, as a records storage and retrieval company. After an internal restructure, the company chose to sell SAS to the now defunct MGX who then absorbed the company into Metrofile. Metrofile’s directors at the time chose not to do away with the SAS brand, but rather to continue trading in both Johannesburg and Bloemfontein under the two names.
“Whilst SAS has grown steadily under Metrofile, the business has always lacked the national footprint and service offerings that are required to expand into the larger corporate market. Furthermore, with little to differentiate SAS from Metrofile, the board of directors decided that the remaining branches in Johannesburg and Bloemfontein should be absorbed into Metrofile,” adds McLaren-Kennedy.
In essence, the only change for customers is in the name as they already deal with Metrofile indirectly. McLaren-Kennedy assures customers that they will continue to receive the high quality of service they are used to. Significant aspects of the present staff structure will be maintained and in particular the operations team, who know and understand existing client’s records storage and retrieval needs. The sales team will also remain in place for the foreseeable future, but will now be able to offer their customers the full range of Metrofile services.
The move forms part of the decision made by Metrofile in 2008 to reposition the brand, a decision that was taken following research amongst customers to get a better understanding of how customers perceived the company. The repositioning is also part of Metrofile’s strategic plan to differentiate the company and its services, and to provide clients with a more detailed view of what the organisation has to offer.
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