Growth Through Exports
While Indian products fare well in terms of quality, the packaging, logistics and way of doing business, require a sea change. The JIT supplies necessitate warehouse facilities in the receiving country, which is out of reach for most small scale manufacturers of automotive components. But now, there is hope- as we discover from the new facilties and services available globally.
In a seminar organised recently in Chennai, India, several industry experts voiced their experiences which are pointers for those who need to follow the line of exports.
Queries raised by overseas sourcing companies:According to S Seetharamaiah, managing partner, Susira Industries, there is no room for sentiment in foreign negotiations. Questions raised by foreign evaluators for strategic sourcing follow a predictable pattern as far as logistics and performance is concerned.
Questions relating to current plant capacity, utilisation and a flexibility to expand capacity are not uncommon. How would the supplier react or cope if the supply were doubled or what would the supplier do if the factory burnt down? Such queries necessitate the need to see beyond the immediate requirements. This apart, planning logistics like warehousing facilities and delivery schedules apart from the much touted quality parameters like details of the ISO and QS certification, current PPM and failure rates and improvement programes for the employees and corporate have to be spelt out clearly.
Also in a study done by Sundaram Brake Linings, the need for exports rose out of uncertain growth in the domestic OEM, domestic after market and nil growth through price increase, competition form existing manufacturers, competition from new MNCs and the stark reality of facing nil or even negative worth.
Market identification:Factors to watch are economy of country, potential, product range, competitor's activities and statutory and regulatory requirements. The next step of customer identification is done through India's overseas missions, personal visits, participation in trade fairs, establishing credentials directly or through agents. Likewise, financial terms are also a very important factor. "..payment letter of credit or direct, extent of credit, currency to be used in calculations (beware of foreign exchange fluctuations) and ECGC coverage are also important," said Chandramouli, general manager, marketing Sundaram Brake Linings (SBL), in a paper presented on the subject. For the Chennai-based SBL, the export strategy paid off in a healthy growth rate. Thus exports as a percentage of total sales rose to 40 percentage from a mere 5 per cent within 10 years. Export turnover is expected to rise to Rs 4080 crore by 2001. The number of countries exported to also grew from 12 to 56 and number of references rose from 47 to 690.
Being a global OE supplier:
Mark T Critz, managing director, Visteon India
emphasized on the strategies for success in exports.
It is necessary to
In recent times, there has been a consolidation of
vehicle manufacturers into a handful of key players
and the world's leading OEM parts suppliers too would
feel the effect. According to Visteon, the
requirements to be a global OE supplier are robust
quality of product, process and design, on-time
delivery, special packaging requirements,
eco-friendliness (recycling laws in Europe), future
product and technology offerings, stringent warranty
and product liability terms, round the clock customer
service, local assembly capability and international
presence.
An important aspect of exports which no exporter can ignore is packaging. N Sriram, manager, Harita, NTI P Ltd., presented a study on Advanced Packaging Technology for Exports. Their product Zerus provides packaging solutions for almost any kind of eventuality. The age-old practice of coating each unit with grease to prevent corrosion is now replaced with modern technology supplied by Northern Technologies International Corporation, USA. No exporter can ignore the superior requirements of OEM supplies. Also with exports poised to touch nearly 300 US dollars, it will assume an important place in the automobile component market.
The general trend is wood-less palletisation and foam in place packaging, parts in a dry ready-to-use condition, without the messy and costly time consuming method of cleaning before use; corrosion protection and easy disposal.
Adverse effects of corrosion are product appearance, maintenance and operating costs, plant shut down, product contamination, effects of safety and reliability and product liability. The corrosion cost itself was 1998 was estimated at 400 billion US dollars in USA and 80 billion in Germany. Oxygen, moisture, temperature and humidity, salt, chemical vapours and pollutants trigger corrosion. VCI is a new class of corrosion inhibiting compounds whose ingredients have sufficient energy to release molecules from the compound to the air. VCI based products are VCI bag and shroud film, VCI stretch film and VCI shrink film. The supplier not only supplies the product but also offers formulations for ferrous, non-ferrous and multi-metal and the products are easy to recycle.
Finally, in a paper titled "Logistics Support for Exports", Andrew Birtley, CEO, Geologistics Ltd, brought to light the importance of logistics, which provided valuable insight for small SSIs. For example, the company Geologistics, may maintain a large warehouse with enough space to service several clients, some of whom may have very low volumes of supply, where renting a warehouse would be impractical.
So what are all the services you get? Warehousing and domestic distribution, overland operations, sea freight operations, airfreight operations, global IT system AS 400 for cargo movement, perishables logistics solutions, one-stop shop provision, project management.
The trend of the auto component industry is to outsource manufacturing assembly to component suppliers while the OEM imperative is to cut costs, improve customer responsiveness and build to order. Companies like Geo-logistics can handle supply chain management, cutting down effort and worry.
(the article is an extract from Fast Track issue dated: July-Sept. 2000)
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