The first step across national borders was taken early in the story of the firm's development. At the beginning it was Dr Baensch himself who marketed his products in Europe. But soon after the merger of the Tetra Works with the American Warner Lambert Company came the establishment of a branch in the United States, which also marked the start of professional trading beyond Europe from a base there belonging to the group. Following this came the subsidiary companies in the United Kingdom, France, Japan and Italy. Distributors take care of the marketing of Tetra products in more than 80 other countries.
Research and development rank high at Tetra.
Since June 2000 and the amalgamation of the Warner Lambert Group with Pfizer, the world's largest pharmaceutical concern, Tetra sees still greater opportunities for dynamic global growth. The Tetra headquarters is today at Morris Plains in New Jersey, USA, from where the work of more than 700 employees worldwide is coordinated.
The numerous types of fish food, water conditioners, water testing and care products are still produced in the German town of Melle.
Very early on Tetra pioneered the company's route to globalisation. With advantages for all those concerned: decentralisation of tasks and responsibilities, greater autonomy for the subsidiary companies and consequently ideal opportunities in their home markets. The company stresses that this means a considerably more efficient material flow for the manufacturing side, from global procurement of raw materials, by way of production at a variety of locations and on to actual delivery of the goods. Marketing, too, profits from this process of globalisation, for strategies that have proved their worth in another market can be taken over quickly and simply for the home business. The group's worldwide market research is at the disposal of all Tetra companies. This leads to early recognition of new tendencies among aquarists and to…