When you think of
precision, what is the first thing that pops into your head?
Some people will
say Swiss watches, while others might immediately think of
German engineered automobiles. With long traditions of
quality and excellence behind them, these tend to be the
kind of things Americans will think of first.
When it comes to precision
manufacturing, however, many Americans are surprised to
learn that, throughout the world, products manufactured in
America or by American companies overseas are considered the
gold standard in the industry. The American precision
manufacturing industry is quite simply more efficient, more
versatile and able to manufacture products needed by
customers to more exacting specifications and with higher
quality than anyone else in the world. Those precision
manufacturing companies that have expanded their operations
outside of the United States have, in many cases, found the
demand for their products to be larger than they expected.
Particularly for small to midsize precision manufacturing
companies, expanding operations abroad can mean a vastly
expanded customer base and the potential for huge profits.
The ability to complete small to midsize jobs quickly and to
specifications every time is something that is not common in
many overseas markets and which many overseas customers
will pay premium
prices for.
There are several reasons
why American precision manufactured products are so sought
after in South America, Europe and across the globe. Primary
among these is the ability of the American precision
manufacturing industry to fill both small specialized orders
and very
large orders without the massive production delays often
times found when dealing with European or Asian firms. The
American precision manufacturing industry has developed
technologies – many of them robotic in nature and far more
advanced than their overseas counterparts – which allows it
to retool machines more quickly and efficiently, making it
both possible and practical to take on smaller, more
specialized jobs which most local overseas precision
manufactures would be unable to complete cost effectively.
Additionally, American precision manufacturers have a
reputation – particularly in Europe – for meeting their
deadlines without
sacrificing the quality of their products. In cultures where
time is generally not
as much of the essence as it tends to be in the United
States, this is a huge selling point to a customer who may
be up against a hard deadline themselves and unable to find
a local firm that can meet their time requirements. And it
is also important to remember that – particularly in the
European markets – quality tends to be more important than
price.
There are, of course, a
number of factors that go into successfully expanding your
operations abroad, and many of these are completely
dependent on the kind of expansion your company is looking
to make. For example, if you are looking to expand into the
South American or Canadian markets then in many cases you
will find it to be most cost effective to fill orders from
your own base plant and ship the product direct to your
customer. However, if your expansion takes you into the
European or Asian markets, it may become necessary to either
outsource larger orders to local companies that can be
outfitted by your team to manufacture orders to your
specifications, or – in the case of servicing a large, long
term customer – building your own plant overseas. In both
cases, finding the right companies to partner with or the
right people to staff your satellite will probably prove to
be quite challenging. It will be necessary for your team to
study and weigh all the possible pros and cons of both
methods of servicing customers, and you will in all
likelihood need to hire a consulting firm that specializes
in international business expansion to help you make the
most informed, most desirable choices.
We recently helped a client
do this as follows. Changes in the Euro/Dollar exchange
rate had affected the company’s strategy of serving as an
entry point into the larger NAFTA marketplace. Sensing an
opportunity to grow this part of their business, they asked
GMI to design a strategy that increased revenue while taking
into account who they are as a company. Knowing the
client’s strengths allowed us to put together a targeted
market intelligence report that helped them move forward in
the right countries while avoiding markets that would not be
as profitable. Our client implemented this strategy as we
designed it and is enjoying a significant growth in their
business.
The most important aspect
of your expansion however – and the one that in my
experience tends to make American companies the most gun-shy
about their expansions in the first place – is identifying
and understanding the general market trends overseas and
then finding customers that need the products you are
capable of providing. There is an old cautionary tale about
the button manufacturer who tripled the size of his company
the day before his biggest customer decided to convert to
zippers, all because he hadn’t been keeping up with the
current trends. While you are probably familiar with the
trends in your industry here in the US and have a reasonable
idea of what you can expect to be coming next, many of your
potential overseas customers will
not be requiring
what your current customers in the states need. The “can do”
attitude that Americans are known for around the world is
all well and good, but the “can do, and here’s how”
answer to a
potential customer’s question can often times mean the
difference between a lucrative contract and a wasted
presentation to a foreign customer. It is always necessary
to keep in mind that when doing business overseas you are
dealing with people who have a different set of cultural and
historical imperatives from you, and what drives their needs
are often times not the same things that will drive the
needs of your American customers. To understand and be
prepared for both attracting and servicing foreign
customers, you will in all likelihood need sound advice and
guidance from someone who has a great deal of experience in
the markets you are looking to break into.
Expanding your
manufacturing operations abroad is a very large commitment
of your company’s time, resources and manpower – and yet in
case after case, precision manufacturers have vastly
increased their net worth and bottom line profits by doing
just that. It is simply a matter of expending the effort –
and hiring the help – to identify the industry trends and
get your products to the customers who need them. You are
already at the top of your game on your home court. Now, it
is time to find the ways to win on the road!
Author
Bio: Steve McLaughlin
founded Global Market Insights, with offices in Europe and
the U.S., with his vision of giving clients two synergistic
competencies: knowledge of the global marketplace and
industry expertise in manufacturing, finance and information
technology. Steve McLaughlin has over twelve years of
international experience in three continents, having started
in executive search as a Beckett-Rogers Associate. Steve
McLaughlin is a graduate of Rice University where he was
student body president, and completed post-graduate studies
in International Economics at the Universidad Mayor,
Santiago, Chile. He is available for consultation and can be
contacted directly by Email:
smclaughlin@gmi.lu or Phone: 352-26364921. Additional
information is located on his website:
http://www.gmi.lu