Taiyo is not only the world's largest solder mask company, but also the fastest growing. At 45% of the world-wide market and 80% of the North American Market, this industry leader now sets its sights on the European Market.

Dan Beaulieu recently sat down with John Fix, Taiyo's European Technical Sales Manager, to discuss the company's plans for increasing sales in Europe.

Dan Beaulieu: John, why Europe? Why now?

John Fix: Primarily because we feel that our products are ideally suited for the European market, especially when it comes to their high technology focus. And the fact that to us, at Taiyo America, with our Japanese division handling Asia, Europe is our final frontier. While we are dominating everywhere else we only have a little over 10% of the European market at this time.

DB: Interesting. Now, I know that Taiyo America was only recently given responsibility for the European market right? And that's when you personally were given the responsibility for growing Taiyo America's business in Europe. How long ago was that anyway?

JF: Dan, originally I was given the technical service responsibility for Europe in 2006. Then, in 2008, I was given the responsibility of both sales and service and it has been a lot of fun since.

DB: How was Taiyo doing to sell their products in Europe before you guys got the assignment?

JF: Previously, Taiyo Ink in Japan was handling Europe, but when the PCB market shifted toward Asia, the European market became more similar to the North American market place as opposed to Asia. Now I would say it is somewhere in between the two in that you still have a few very large shops, but many more small and quick-turn shops like here in North America.

DB: What was the market share when you took over?

JF: Our market share was just under 10% when we took over, but then some of our largest customers closed and we dipped below 5%.

DB: What is it now?

JF: We have recovered nicely and we are approaching 10% again and we expect to hit 20% in the next 12 to 18 months.

DB: Wow! So you expect to double your sales in Europe over the next year and a half?

JF: That's right.

DB: Speaking of market share, I know that Taiyo is pretty big worldwide--what is Taiyo's market share throughout the world?

JF: Our global share continues to grow and we are now at 45% worldwide. Our corporate goal is to be at 50% in the next couple of years. In North America, we have 80% of the market. This is one of the reasons that we are so excited about Europe--it has such great growth potential for us compared to other parts of the world; and we expect to take advantage of that in the next few years.

DB: Excellent. From what I understand you've already had some pretty good success so far in Europe. What have are you doing to cause this growth?