Santa Cruz Operation Inc is re-aligning its European operations. A new division – southern Europe – will be headed by Philippe Bichon, Santa Cruz’s marketing director for France, and will manage the Spanish, Portuguese and Italian markets, as well as France. Santa Cruz UK, which previously handled Spain and Portugal, will focus on northern Europe, including Scandinavia and the Benelux countries. Santa Cruz’s newest and most difficult market in Europe is Spain. It admits that it is disappointed with its returns from Spain, which have so far produced sales that account for just 3% of its European total: the company had expected 10% to 15%. Santa Cruz reckons UnixWare and Windows NT will find it tougher still. Santa Cruz markets its products through two Spanish distributors, Afina Systema SA, based in Madrid, and Asicom SA, Barcelona.
