Translatec
Belt conveyor manufacturer
Company profile
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Translatec SARL
Created in 1998
Manufacturer of Belt conveyors
Located in Aix-en-Provence
• 2 production departments: belt conveyor
manufacture and steel manufacture
Translatec turnover
Turnover Evolution
900000
Euros (€)
800000
700000
600000
500000
400000
300000
200000
100000
0
1998
1999
2000
Turnover 2004: 750 000 €
2001
2002
2003
2004
Main customers
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Peugeot
Tagsys (RFID system)
Panzani
Equiper (Spain)
Spigol spicies
Faurecia
Main suppliers
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Siemens
Leroy Somer
Descours & Cabaud
Almet Pechiney
Habasit
Range of products
Horizontal conveyors
Incline conveyors
Metal detector conveyors
Stainless steel conveyors
SWOT analysis (strength)
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Relationship selling. We get to know our customers, one by one. Our direct sales
force maintains a relationship.
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History. We have the loyalty of customers and vendors. We are local.
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We are able to respond very quickly as we have no red tape, no need for higher
management approval
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End-user sales control and direction.
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Right products, quality and reliability.
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Spare manufacturing capacity.
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Have customer lists.
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Direct delivery capability.
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Customer based approach. Products are designed by the need of every customer.
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Flexible technical systems to change the product.
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Boiler-making department allowing to create real taylor made belt conveyors.
SWOT analysis (weaknesses)
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Price and volume.
Our company has no market presence or
reputation
No direct marketing experience.
Need more sales people.
Limited budget.
No pilot or trial done yet.
Don't have a detailed plan yet.
No website, no brochure.
SWOT analysis (Opportunities)
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The Internet.
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Our business sector is expanding, with many future
opportunities for success.
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Could develop new products.
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There are not so many strong competitors in the new
market abroad (Spanish market)
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Profit margins will be good.
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Could seek better supplier deals.
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Market is huge and endless…
SWOT analysis (Threats)
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Will developments in technology change this market
beyond our ability to adapt?
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A small change in focus of a large competitor might
wipe out any market position we achieve
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price wars with competitors
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a competitor has a new, innovative product or service
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competitors have superior access to channels of
distribution
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Environmental effects would favour larger competitors.
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Vulnerable to reactive attack by major competitors
Competitors in Spain
Indroduction and objectives of the
Spanish market
• The introduction and the purpose of the
analyses
• Spanish market can be divided in two
groups:
• - direct competitors
• - indirect competitors
• The method and information sources:
Direct Industry; competitors webpages
Direct competitors: Nikai
• Introduction: NIKAI offers different models of
conveyors for various sectors
• Selling area: Situates in Spain;
Representatives in Europe; India; South Africa;
Latina America
• There are wide range of products for example:
roller conveyors which are available in different
diameters
Nikai II
Strengths:
• Quality: ISO 9001: 2000
• Nikai pays attention to the quality
• Nikai have research and development department
• Nikai is Spanish company
• Nikai has international representatives
• Nikai has lots of customers in Spain and all over the
world
Weaknesses:
• There is no special customer service emphasized in the
webpage.
Soco Systems
Introduction: Soco System was founded in 1961. Soco
System has subsidiaries in England, Finland, France,
Germany, Spain, Sweden, USA and Hungary as well
as agents and distributors in most parts of the world.
Selling area: Soco System is an international group of
companies, based in Denmark and with Europe
as home market and export worldwide.
Products: wide range of products. The Soco System is
designed to handle cases, plastic crates, trays plus
many of the products inside.
Soco Systems II
Strengths:
• Provides complete solutions and range of products for packing
• Services for the customers
• Soco Systems have worldwide subsidiaries/representatives, also in
Spain
Weaknesses:
• Soco Systems is not specialized only on belt conveyors. Soco
Systems are specialized in packing which is different from
Translatec.
• There is no information in the webpage about the patents of
products or systems and quality standards.
Seho
• Introduction and products: founded in 1973.
SEHO offers a variety of different conveyor and
handling devices
• Selling area: Europe, Asia, US
• Representative in Spain
Seho II
Strengths:
• Customer service and training
• Development and research
• Quality
• Worldwide company
Weaknesses:
• Lots of different products
• No patents
Interroll
• Introduction: every day 25.000 shipments;
250.000 products to 15 countries
• Selling area: Situates in Switzerland;
representatives in all over the world
• Representative in Spain
• They provide rollers of conveying of diameters
wide lengths.
Interroll II
Strengths:
• Different and big range of products.
• Representatives all over the world.
• There is a representative in the Spanish market.
Weaknesses:
• There is no special customer service emphasized
in the webpage.
• There is no quality standard described in the
webpage.
Indirect competitors:
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Geppert Band
Belt Technologies, Inc
Rothstein
Knoll
Hartmann
IHB
Dorner
Conclusions for the Spanish market
competitors
• Few direct competitors
• Worldwide companies do not have representatives in
Spain
• Even if worldwide enterprises do not have
representatives in Spain, they consider themselves as
operators in Spanish belt conveyor market (indirect
competitors)
• Analyse arises the question about Spanish market –
need to be answered in next chapter
Competitors in Italy
Represented in 50 countries
Production activity: Power transmission belts,
conveyor belts, plastic modular belts and
fabrication tools
Able to manufacture and offer the full package
of fabric based and plastic modular belts
• Company deals with differents industries:
– Textile
– Printing, Paper, Postal
– Business machines
– Packaging
– Food
– Materials Handling and Airports
– Automotive & Tire
– Wood
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Represented in 25 countries
Fabrication centre are close to their customers
Tailor-made propositions
Deals with:
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General industries
Food industry
Airport
Logistics&mail
Tobacco
Paper&print
Textile
Automative
• Represented in 50 countries
• Manufacturer of high quality conveyor and flat belts
• Deals with:
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Food industry
Logistics / airports
Tobacco industry
Raw materials / wood / fibre boards
Textile industry
Industrial production
Paper industry and letter sorting
Printing industry
• Wide choice of conveyors, separators and
automation equipment
• Leader in Italy
• Provide complete engeneering services:
– from single automation cells to whole house
– lights out systems
• the range of Montech products has grown
to over 500 standard components
• Their units and basic systems are
employed in a wide variety of industries
Competitors in France
Competitors
Name of the firm
Specialised
Category
Nationality
Web site
BELT
YES
Food industry, aerospace, electronics, medical
???
www.belttechnologies.com
COSEHO
YES
Germany
www.coseho.de
DORNER
YES
USA
www.dorner.com
FLEX LINK
YES
Industry
Sweden
www.flexlink.com
GEPPERT-BAND
YES
Industry
Germany
www.geppert-band.de
GOVONI
YES
Industry, chemistry
Italy
www.govoni-handling.it
INTER ROLL
YES
Industry
Germany,CH,U
SA
www.interroll.com
MARCEAU
YES
Industry
France
www.marceau.fr
MATREX
YES
MAYFRAN
YES
Copeaux
USA
www.mayfran.com
Metsominerals
YES
Minerals
Finland
www.metsominerals.com
NIKAI SL
YES
Car, industry
Espagnol
www.nikaisl.com
NORCAN
YES
Industry
France
www.norcan.fr
PIV équipements
YES
SHUTTLEWORTH
YES
Food industry, aerospace, electronics, medical,
packaging
UK
www.shuttleworth.com
SOMEFI
YES
Industry
France
www.somefi.com
TRAPO
YES
Industry
France
www.trapo.fr
France
France
www.matrexproductions.com
www.pivequipements.com
Main competitors
• Matrex
• Interroll
• Geppert Band
• PIV Equipements
• Somefi Fabrication
• Trapo
Types of conveyors
• Bent
• Horizontal
• Ascending
• Z
SWOT ANALYSIS
• Strength
• Weaknesses
Customize a lot
Huge range of product
Internet references
After sales
National
Experience
Share value
Loyalty plan
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good / trustful relationship
close geographically
customization
listening
respect of customer needs
product deliver on time
after sell service
Conclusion for the French market
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Industry still very high
Great capacity of the French market
Good reputation
Keep on working on
Research design
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Sector of activities
The group as a whole
Location
Specialized?
Range of product
Next steps
• Analysis of the Spanish market (food
industry producers, pharmaceutics, IT…)
• Website
• Search for the potential customers
• Introducing ourselves and contacting
Spanish potential customers