Original instrument books belonging to the company bear witness to the fact that back in 1900 its customer-base already extended beyond old Europe. Although Fennel levels and the-odolites were the main surveying instruments used to rebuild the Federal Republic of Germany after the Second World War, times soon became difficult for Fennel. This finally led to its take-over by Steinheil-Lear-Siegler in 1968, and company head office and production were moved to Ismaning near Munich. Ultimately, however, production of Fennel instruments was discontinued in 1977.

Chinese Manufacture
In the meantime, businessman Richard Führer had taken over the Fennel name, and for several years a German company produced Fennel levels and theodolites for Führer & Co, Baunatal. But once again production had to be given up, this time due to lower priced Japanese competition. A further milestone followed in 1984 with the launch of the distance measurer FEN 2000, the first propagation distance meas-urer with geodetic accuracy. Based on this, the first reflectorless total station in the world, the FET 2, was developed. From the beginning of the 1990s levels and electronic theodolites were successfully imported from Japan. A short time later the first business contacts were established with renowned manufacturers in China, including BOIF/Beijing or FOIF/Suzhou. All these business relations still exist today.

Product Range
The current product and distribution range consists primarily of laser surveying equipment such as different categories of rotation lasers for construction, cross-and-line lasers starting with a beginner’s model and moving through to professional instruments. Classic surveying equipment is also still represented within the product range by various levelling instruments and a large number of theodolites. Laser accessories like machine-control receivers, all kinds of tripods and levelling staffs, as well as standard surveying accessories such as precision optical squares are just as much a part of the supply range as an extensive assortment of instruments tribrachs, prism sets and prism rods. The company has its own production facilities for, among other things, the precision measuring wheel M 10. Electronic angle measurers and inclino-
meters are part of the range. To round off the programme there is also distribution of Leica Disto laser distance-meters. The company has recently added pipe lasers to its assortment, through an extensive distribution agreement with a renowned German manufacturer. Power tools and construction accessories are also recent additions, supplied in co-operation with Metland of France.

European Trade
geo-FENNEL sells its products worldwide, exclusively through the trade. We maintain business relations with various customers in more than sixty countries in the world, some business ties having already lasted into a third generation. Apart from this international dealer network, our OEM customers include several renowned and very well established national and international companies.

In principle, geo-FENNEL now focuses on exports. More than 70% of our sales are generated outside the German market; 75% of foreign customers are based in Europe and the remaining 25% come from all other continents. We assume that we will maintain our export share over coming years. Europe still has a big potential. However, other special overseas areas offer the potential for an additional market share. Fortunately there are also signs that the domestic market will continue to develop successfully, contrary to all economic expert forecasts for the German market.

Asian Production
geo-FENNEL products are mainly produced in Asia. For much more than a decade, factories like Laisai, BOIF or FOIF have been a first choice and belong to our company’s reliable top partners. These longstanding, trustworthy co-operations with leading manufacturers of laser meas-uring tools and classic surveying instruments continues to guarantee high quality. Apart from Japan and the USA, with whom special agreements exist, geo-FENNEL products are regularly delivered to all continents. Sole-distribution
arrangements are in place for Europe and many non-European countries. Its good, partnership-based relationship with its customers and suppliers is an important part of geo-FENNEL corporate philosophy and our team of thirty employees work against this background. Workshops fitted out with modern equipment ensure that all instruments and equipment leave our premises in perfect condition and therefore also conform to internationally recognised engineering guidelines. Service is provided in Baunatal, training courses for our partners and assistance in all areas including. We of course also have a large number of service-centres throughout the whole distribution network. All this, and much more, are advantages that Asian direct suppliers, who are mostly pure trading or export companies, cannot offer.

Marketing Concept
For about a year now, geo-FENNEL has been implementing a new marketing concept. A modern signet has replaced our old word and image logo, safeguarding reference to our past. The new presentation is uniformly implemented throughout all trade communications. The new claim ‘Precision by tradition’ is intended to represent the link between the long tradition of the FENNEL brand and the current production of high-quality instruments.

Embracing Change
The market is changing. Until just a few years ago it was dominated by mainly European and Japanese manufacturers. But of course every rule has its exception, and it seems that for the line of business in which geo-FENNEL is at home this old precept now belongs to history. Asian manufacturers, and especially Chinese trading companies, are trying to enter the market. However, even if at first sight some seem to be successful, most experience problems. They lack real knowledge of how the market works. In addition, the quality they offer very often does not accord with market requirements. Of course, we also have to admit that reasonably priced surveying items from China are becoming more and more available. And customers buy. But those who really want to sell quality, and are also interested in pretty prompt service, soon have to admit that it usually works out more expensive to buy direct in China rather than taking a Chinese surveying product from a European company. They need a company who backs a product with its own name. We foresaw this development (though, frankly, not to such an extent) some fifteen years ago.

Expanding Activity
In the long-term, geo-FENNEL plans to expand its activities further. Next to as complete a range as possible of laser measuring tools and surveying equipment, we also want to integrate other areas. Power tools and construction accessories are included here, and both will continue to be developed. More products of interest will follow, very probably also from the (laser) measuring tools segment.

Offering high-quality products at a competitive price, as well as the search for co-operation partners in areas that meaningfully complement our supply range, are just two of the tasks we are focusing on. After all, we want to continue to offer geo-FENNEL customers an attractive sales range in the future too. And the signs are good.