13/06/2013 - 14:44

Strategy pays off for Global Electrotech

13/06/2013 - 14:44


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Strategy pays off for Global Electrotech
BRIGHT SPARKS: Co-founders Tony Martelli (left) and Damian Gardiner with business development manager Harry Hearn at Global Electrotech’s new larger premises in Balcatta. Photo: Bohdan Warchomij

The decision to embrace diversity has helped Global Electrotech grow from a founding partnership of two formed in 2000 to 168 employees today specialising in the design, installation, commissioning and maintenance of electrical, fire and security systems.

Early on, founding partners Damian Gardiner and Tony Martelli decided to spread their business across the construction, services and maintenance industries in metropolitan and rural areas.

Applying the rationale that each industry has highs and lows, Global Electrotech pursued growth in diverse areas, surviving the GFC because dips in some of its work were complemented by increased demand for other divisions.

Global Electrotech's service offering now includes electrical, fire, security, design and its 24-hour service and maintenance facility.

The service and maintenance division was established in 2004 and currently looks after more than 1,000 clients.

Global Electrotech also aligned itself with partners and products, becoming the state distributor for some fire services products, preferred installers for some electrical and security products, and strategic partners with similar businesses.

Cash flow was sometimes a problem due to the business's rapid expansion, but management chose to stick to its strategy of diversity despite some decisions posing significant challenges.

In 2008, for example, Global Electrotech took a risk and bought properties in Karratha and Port Hedland to base tradesmen there, but it took two years of losses before the business was able to complete enough projects in the area to consider the strategy successful.

The business grew on the back of a steady stream of contracts, including installation of the fire and emergency warning systems at the University of Western Australia in 2008, and winning fire services contracts for the North Metropolitan Health Service and the Defence Force of Western Australia in 2012.

Recent projects completed include three accommodation camps for Fortescue Metals Group as a subcontractor for Pindan and Decmil Group.

In April this year, Global Electrotech moved into new larger premises in Balcatta to accommodate its growing business.

A policy to train and retain staff has led to a number of staff undertaking new certifications and rising through the ranks to management roles.


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