MANNESMANN DEMAG
"Global Player" with DM 600m sales / Asia in its sights / Success with smaller machines
With the fortuitous market positioning of the "Ergotech" series, Mannesmann Demag Kunststofftechnik (MDKT, Altdorfer Str. 15, D-90571 Schwaig), an independent company, has developed in just two and a half years into a "global player" in the injection moulding machine market. The company, a 100% owned subsidiary of Mannesmann Demag AG (PO Box 101507, D-47015 Duisburg), achieved a DM 600m turnover in 1994 from sales of 2,200 machines. In this year MDKT is projecting sales of 2,600 machines and a turnover of DM 635m, including the US subsidiary Van Doorn Demag Co. According to Wolfgang von Schroeter, Chairman of the Board, MDKT's first quarter European market share was 10% and German market share was 22%. This information was released at a press conference in the run up to the "K-95" Exhibition (5 -12 October in Düsseldorf).
Asked about their plans to start manufacturing in Asia, von Schroeter said that this certainly was a possibility "but not in the immediate future". It would have to be an "Asiatic" machine with Demag quality features, perhaps also containing Demag parts. In 1995 MDKT intends to sell 200 machines manufactured in Schwaig and Wiehe in this market currently 85% dominated by the Japanese. They will be selling a 500 t Van Dorn machine with the very successful "Ergotech"-NC4 control system mainly in the Far East following the "K'95" exhibition.
The smaller machines with up to 100 t closing force manufactured by Mannesmann Demag Kunststofftechnik Wiehe GmbH (D-06571 Wiehe) have been especially successful: In the third year since their introduction, MDKT has become one of the three largest small machine manufacturers worldwide. According to Klaus Lehwald, sales manager at Wiehe, they are behind the market leader Arburg, and have surpassed Dr Boy in turnover (but not in number of machines) and have exceeded Battenfeld Austria in number of machines. MDKT Wiehe is currently manufacturing 100 machines per month. Their target is to manufacture 2000 machines a year by the year 2000.
During the three years of manufacturing the "Ergotech" machine Mannesmann Demag have increased their world market share from 3.5% in 1992 to 4.5% in 1993 and 8.5% last year. What is qualitatively more important is the growing number of new customers. According to Gerd Liebig, marketing manager at Schwaig, MDKT has sales of 50% to new customers, even in countries where Demag was traditionally very strong. The "Ergotech" series has been rounded off at the top end by two new models with 6,500kN and 8,000kN closing force. The NC4 control system, with a variety of basic models and extensions from standard types right through to complete automation systems, provides a continuous service philosophy for all the machines of the series.
READER SERVICE: Press conference speeches: Internationalisation by von Schroeter: PIE-No. 37723 – Small machines by Lehwald and marketing strategy by Liebig: PIE-No. 37724 – "Ergotech" series by Helmut Schreiner, Development and Design Manager: PIE-No. 37725 – Press release (with picture) "Ergotech out for all: Machines up to 800 tonnes of clamp force available before K '95": PIE-No. 37821.
Asked about their plans to start manufacturing in Asia, von Schroeter said that this certainly was a possibility "but not in the immediate future". It would have to be an "Asiatic" machine with Demag quality features, perhaps also containing Demag parts. In 1995 MDKT intends to sell 200 machines manufactured in Schwaig and Wiehe in this market currently 85% dominated by the Japanese. They will be selling a 500 t Van Dorn machine with the very successful "Ergotech"-NC4 control system mainly in the Far East following the "K'95" exhibition.
The smaller machines with up to 100 t closing force manufactured by Mannesmann Demag Kunststofftechnik Wiehe GmbH (D-06571 Wiehe) have been especially successful: In the third year since their introduction, MDKT has become one of the three largest small machine manufacturers worldwide. According to Klaus Lehwald, sales manager at Wiehe, they are behind the market leader Arburg, and have surpassed Dr Boy in turnover (but not in number of machines) and have exceeded Battenfeld Austria in number of machines. MDKT Wiehe is currently manufacturing 100 machines per month. Their target is to manufacture 2000 machines a year by the year 2000.
During the three years of manufacturing the "Ergotech" machine Mannesmann Demag have increased their world market share from 3.5% in 1992 to 4.5% in 1993 and 8.5% last year. What is qualitatively more important is the growing number of new customers. According to Gerd Liebig, marketing manager at Schwaig, MDKT has sales of 50% to new customers, even in countries where Demag was traditionally very strong. The "Ergotech" series has been rounded off at the top end by two new models with 6,500kN and 8,000kN closing force. The NC4 control system, with a variety of basic models and extensions from standard types right through to complete automation systems, provides a continuous service philosophy for all the machines of the series.
READER SERVICE: Press conference speeches: Internationalisation by von Schroeter: PIE-No. 37723 – Small machines by Lehwald and marketing strategy by Liebig: PIE-No. 37724 – "Ergotech" series by Helmut Schreiner, Development and Design Manager: PIE-No. 37725 – Press release (with picture) "Ergotech out for all: Machines up to 800 tonnes of clamp force available before K '95": PIE-No. 37821.
30.06.1995 Plasteurope.com [20700]
Published on 30.06.1995