Tag: manufacturing

Where to Find New Marketing Opportunities

Competition is even tougher than it was before. Most sectors of the economy are expected to post losses through 2009 with little improvement expected until sometime in 2010. The bottom line is that for the next year or two everyone is going to be scrambling for a bite of a much smaller pie. In our last post we shared survival tips from DJ Products’ own experience and from Doug Gregory of Diamond Group Marketing (see his February 9, 2009 article on Manufacturing & Technology eJournal). Aggressive marketing, superior customer service and strategic diversification can help your business survive a bear economy, but to thrive you’re going to have to start searching for new customers.

Gregory and others agree that there are bright spots glimmering amidst the general economic gloom. Certain industries are expected to thrive and grow in the coming few years despite the downturn. Savvy firms will target marketing and sales campaigns to take advantage of expected growth in the following economic sectors:

  • Food industry. As Rally’s, a local burger joint, advertises, “You gotta eat!” The entire food supply chain from farm to table provides multiple opportunities for growing your customer base. Agricultural equipment, fertilizer, transportation, processing, packaging and retailing are just the tip of the food industry pyramid.
  • Pharmaceutical/health care industries. Baby Boomers, the world’s largest population segment, are aging. Demand for pharmaceuticals, health care products and health care services is expected to increase and remain steady over the next three decades.
  • Energy industry. Companies that produce, process or deliver energy products are excellent growth targets. With support from President Obama, increasing federal funds will fuel the development of alternative energy options. However, viable nationwide replacement of current energy sources is years, even decades, in the future. Current oil, gas and coal operations are expected remain strong with increases coming in their development of new, cleaner, more cost efficient applications for their products.
  • Transportation industry. Traditional transportation will still flounder for a while until production volumes and consumer spending improve. But there will be opportunity in infrastructure improvement and rebuilding fueled by federal stimulus spending and job creation. And watch for opportunities in new public transportation options still on the drawing board. Last year public transportation ridership posted a 52-year record high. As America struggles with energy issues and global warming, expect increases in innovative mass transit projects.
  • Look south. Southeast and Gulf Coast states are experiencing a manufacturing boom benefiting in part from post-Katrina spending. Census figures indicate that Americans are moving south, seeking jobs and better weather. Environmentalists are leery about the Southwest, however; which is already experiencing water shortages and some fear believe is on the cusp of long-term, possibly terminal draught.

Manufacturing Rebound Glimmers on the Horizon

With the dawn of a new political era in Washington, U.S. industry experts are cautiously predicting that manufacturing’s darkest days are over and that a rebound can be expected within the next six months. Analysts seem to agree that the Institute for Supply Management Index (ISM) finally bottomed out and will now begin to grow.

“Much depends on some proposed government actions and the reaction of the financial community,” Chris Kuehl, an economic analyst for the Fabricators and Manufacturers Association, told writer Joe Cogliano in the January 6, 2009 edition of Manufacturing & Technology eJournal, “but assuming that the credit crisis continues to diminish there will be some recovery in certain sectors.”

In anticipation of President Obama’s promised economic initiatives to create jobs, rebuild infrastructure and move to alternative fuels, Kuehl expects businesses that supply construction material and machinery and those in energy development to lead the recovery. He said that media saturation about the dire straights of the automotive and construction industries has obscured any good news about the state of U.S. manufacturing. He noted that medical manufacturing has actually grown during the recession and that the aerospace industry has held firm. 

A double digit production decline in the 4th quarter of 2008 is expected to be manufacturing’s low point. The National Association of Manufacturers (NAM) predicts a continued but gradually decreasing decline across most industry sectors for the first three quarters of 2009 before the advent of slowly rising numbers. NAM expects the final months of 2009 to bring a 1.4% increase in manufacturing rates.

Experts agree that while economic downturns take a toll on industry, they also serve to cull out weak, mismanaged and antiquated companies. Those that survive are stronger, more efficient, more resource conscious and more productive. On a larger scale, benefits of the economic crisis include a new era of better risk and credit management by both lenders and borrowers, new avenues of industrial growth, and deeper understanding and a necessary re-evaluation of global trading relationships and their impact on U.S. economy.

“The challenge for all of us is to determine if this is a ‘disaster’ or an ‘opportunity,'” Norbert Ore, Chair of the Institute for Supply Management’s Manufacturing Business Survey Committee told Manufacturing & Technology eJournal. “If we choose disaster, we will be paralyzed during a period of great change, and we will assume that there is little hope of prosperity for ourselves and our organizations. If we choose opportunity, we can view this as the time to face challenges head on and find more productive ways to create value for ourselves and society.”

Hope for the Future: Redefining the Auto Industry

Despite harsh criticism, the President and Congress seem poised to throw a lifeline to America’s struggling auto industry. Critics say Detroit’s problems stem from 30 years of short-sightedness and poor decision-making. Failure to recognize future trends toward smaller, more fuel-efficient vehicles compounded by failure to aggressively address budget-busting labor demands head critics’ lists of the poor management practices that have led to the U.S. auto industry’s financial woes (see our Nov. 12 post). Today, the auto industry defends itself.

U.S. auto industry representatives dispute their critics, saying critics oversimplify the issues and don’t credit automakers for the significant progress made in recent years. “In the last five years, there’s been more restructuring done in the automotive business than any other business in the history of the United States,” said Tony Cervone, General Motors VP of communications.

Auto industry spokesmen cite a decade’s worth of tough cost cutting measures, improved productivity and their switch to the production of more competitive, fuel-efficient cars as indications that Detroit has been working hard to reverse course and increase its competitiveness with popular foreign imports. They point out that their ability to compete is severely hampered by the demands of powerful labor unions and the strictures of multiple government regulations.

The recessionary economy and tight credit have placed additional burdens on automakers. New car sales are down, in part, because consumers aren’t spending. Across the economic board, consumers are harboring their financial resources and taking a wait and see attitude about the nation’s economic future. Adding insult to injury, the tight credit market has made it nearly impossible for people who want to buy a new car to get financing. Burned by the mortgage meltdown, banks have reined in lending practices and raised loan requirements.

The news isn’t all doom and gloom, however. Capitalizing on fuel-efficient designs initiated in 2000, Detroit is finally rolling out cheaper, competitive alternatives to the Asian-designed vehicles that dominate that sector of the market. Financial pressure is forcing the industry to consolidate and streamline production practices. President-elect Obama’s reminder to the American people that we will all have to sacrifice if the country is to weather the current economic crisis could play out in more reasonable labor contracts. And that Congressional lifeline is likely to come with lots of strings attached that should give Detroit the needed incentive to redefine itself more competitively.

Next time: Lessons to be learned from the auto industry meltdown

Finding the Silver Lining in a Stormy Economy

Despite the doom and gloom of news reports, there is a silver lining glinting through our stormy economy. The trick, says Dr. Chris Kuehl, economic analyst for the Fabricators & Manufacturers Association, International (FMA), is knowing where to look. In the FMA economic newsletter Fabrinomics, Kuehl reported finding three precious gems amidst the ashes that provide unique opportunities for savvy businessmen. Manufacturers and businessmen who make use of these three unexpected opportunities will position themselves to take maximum advantage of future opportunities as the economy recovers.

  1. Commodities. Costs are dropping on some of manufacturing’s most used commodities. After posting historic highs, the price of oil has dropped more than $70 in the past three months. While diesel prices unfortunately haven’t dropped at the same pace, the price of gasoline has plummeted to less than half what it was last summer. Steel and copper prices are also sagging. “In fact, most commodities have slipped,” Kuehl notes, “which is good for businesses where these costs are the biggest considerations. Of course, lower input costs don’t help much if demand for the finished product is off, but it doesn’t hurt to get some cost relief when the recovery begins to surface.”
  2. Labor. Unemployment has created a highly skilled, diverse and available labor pool. “The unemployment rise puts some talented people on the market,” Kuehl notes, “and that allows smaller companies to have access to people only larger companies were able to recruit in the past.” The strong labor pool provides an excellent opportunity for companies to improve their employee base and strengthen weak areas. Kuehl also notes that in a downturn people are more grateful for their jobs which can result in higher productivity.
  3. Banking. The mortgage meltdown and resultant credit crunch has taken a heavy toll on America’s banks. The Feds have been forced to shutter a number of small local and regional banks and even the big boys are hurting. Those that survive will be looking for smart ways to re-engage with businesses and consumers. This is the time to strengthen your relationship with your banker. The economy will recover in time and an effective banking partner will allow you to update and expand to take advantage of future opportunities.

America Needs to Rebuild Industrial Base to Survive

The auto industry bailout and its repercussions are topics of hot debate. It now appears that federal money will come with some long apron strings that will force Detroit to become smarter, leaner and more forward-thinking. That’s never a bad thing for any business and could enable a mighty phoenix to arise from today’s ashes.

Detroit’s problems put a glaring spotlight on America’s loss of the massive industrial base that made us a world superpower. Many of the major industries and manufacturing enterprises that once dominated the American economy have been shipped overseas. To stay competitive with the flood of cheap foreign products that have inundated our markets, American businesses have been moving manufacturing plants overseas where labor and often transportation and natural resources are cheaper. Since 2001, millions of U.S. manufacturing jobs have been lost, contributing to the more than 10 million Americans now unemployed. Politicians are just beginning to understand the high economic price exacted by outsourcing our manufacturing base.

In a recent column posted on the Alliance for American Manufacturing’s blog ManufactureThis, the economic benefits of manufacturing jobs were explained by Peter Navarro, a CNBC contributor and professor at the Paul Merage School of Business at the University of California-Irvine. “Without a robust manufacturing base, the U.S. economy will lack the core strength to sustain any robust longer-term economic growth,” Navarro says. With nearly 3 million American workers relying on the auto industry and its supply chain for their income, America can’t afford to lose an industry that constitutes one-fifth of the 15 million manufacturing jobs left in America.

It’s the “multiplier effect,” the ability to create jobs downstream, that makes manufacturing jobs so valuable to economic stability and growth. Service jobs, which account for the bulk of U.S. jobs today, have a multiplier effect that is less than half that of manufacturing jobs. As Navarro explains, “This means that for every one job created — or saved! — in manufacturing, an additional four to five jobs are created downstream — from cops, firefighters, and teachers to dry cleaners, insurance agents, plumbers, and real estate brokers.”

But the economic effect of manufacturing jobs is even greater because they generally pay more than service sector jobs. This means more money going back into the economy, Navarro points out. Bailing out the auto industry, one of America’s last major manufacturers, is essential to our economic recovery. As Navarro says, “the U.S. economy will still never return to its former levels of long-term growth, glory and prosperity without a full restoration of its manufacturing base.”

New Trends Will Affect Speed, Strength of Economic Recovery

The heart monitor on the economy has started beeping again, apparently shocked into recovery by the dual application of bailout money and stimulus funds. Of course, there’s still concern that the cure may prolong the patient’s recovery but the big guy does seem to be on the mend. Many economic analysts are now predicting that true recovery from the recession may begin as early as next quarter, that’s six months to a year ahead of previous predictions. Naturally, there’s disagreement about the strength and speed of the economy’s recovery. “The question is whether we are transitioning to a solid growth period or to something flatter,” explained Dr. Chris Kuehl, economic analyst for the Fabricators & Manufacturers Association International (FMA), in the FMA economic newsletter Fabrinomics.  

Kuehl pegs the strength of the economy’s recovery to three emerging trends that manufacturers and businessmen will need to factor into their plans as they position themselves to compete in the post-recession market:

  • Cautious consumers. High unemployment and the continuing threat of job loss has made consumers wary of spending and further depleting any financial reserves they have left. Most economists expect consumer spending to lag other signs of recovery, further slowing the recovery process. Until unemployment rates return to post-crisis norms and consumers regain confidence in the economy, demand for goods and services is expected to remain low.
  • Consolidation. Financial chaos has forced mergers and acquisitions in the U.S. and around the world, and not just in the automotive industry, Kuehl points out. Manufacturing bases have gone global, shifting from the U.S. and Europe to Asia, particularly China, and Latin America. Digging a toehold into these markets will be essential — and extremely challenging — if manufacturers, especially smaller players, are to survive. The complexities of global business may encourage even more consolidation as small manufacturers partner with larger ones or form cooperatives to gain global access.
  • Unsettled financial markets. While banks and financial entities took the brunt of the first blow, they haven’t carried the burden of the economic crisis. Even so, they are still recovering which will continue to make them wary of lending money. The yet-to-be-known impact of new government oversight and regulation will also be a factor. Kuehl sees a return of the “old-school banker” with tougher credit standards, demands for greater cash flow, and less money available for growth and expansion.

Recession Over but We’re Not Out of Woods Yet

Today’s headline blared: “Recession officially ends, with trepidation.” Ain’t that the truth! In officially declaring the recession over, the U.S. Commerce Department cited a 3.5% growth in the economy. Encouraging, certainly. Something to cheer about? Apparently Wall Street thought so as the Dow Jones Industrial average shot up nearly 200 points. But the guy or gal on the street? Maybe not so much. The effect seems more psychological than actual. Economists caution that much of the 3.5% increase in gross domestic product was fueled by the government’s Cash for Clunkers program and first-time homebuyers tax credit. Whether those programs have created an unnatural spike in economic growth that can’t be maintained or the economy really is finally throwing off the chill of recession, only time will tell. But until unemployment decreases, most analysts agree we’re not out of the woods yet.

Getting people back to work is the real challenge now. People aren’t going to start buying again — the necessary trigger for real economic improvement — until they have jobs and can stop worrying about keeping food on the table and a roof over their heads. And the jobs won’t be there until American businesses feel comfortable financially. A bit of a vicious circle: consumer purchasing fuels businesses which fuel jobs. Traditionally, small businesses provide the greatest potential for U.S. job growth; so it was interesting to read the results of the American Express OPEN Small Business Monitor bi-annual survey in Manufacturing & Technology eJournal.

Here are some of the survey highlights:

  • 51% of manufacturers have a positive outlook, about the same as last year (52%)
  • 61% are experiencing serious cash flow difficulties, compared to 47% a year ago
  • only 22% plan to hire additional employees, down from 30% six months ago 
  • only 36% are planning capital investments, down from 59% in 2008
  • 68% think U.S. economic woes are far from over

DJ Products would like to know what you think and how your business is coping with the recession.

Prepare for Red Tape; Regulation Is Back in Vogue

As President-elect Obama prepares to take office, there’s a lot of talk about “accountability,” particularly in the face of the large handouts to the banking and now auto industries. It looks like Detroit’s auto makers are going to pay the price for the rather arrogant behavior of the nation’s financial institutions that were quick to take Uncle Sam’s money (actually your money and my money) but haven’t been so quick to tell us what they’ve done with it. Further handouts are coming burdened with rules, regulations and (this being the government) mountains of paperwork to ensure that the government’s money is being used the way they want it to be.

After years of deregulation, which economists say is partly to blame for our current predicament, the pendulum is starting to swing in the other direction. For at least the next decade or so, economic experts expect the U.S. to embrace increased government regulation. In fact, angry citizens, many of whom feel they’re being robbed to support bad business decisions and executive excess, are demanding greater regulation and more stringent government oversight.

Once his team settles in, industry experts expect to see the government sticking an ore in wherever and whenever the President thinks the economy or a particular industry needs a shove. And because of the government’s tremendous investment in the country’s banks and businesses, the President will consider it his right, perhaps even his duty, explained economic analyst Chris Kuehl in a recent Fabricators & Manufacturers Association, International newsletter. “The Fed is already more engaged in the U.S. banking system than ever before, and that involvement will likely expand,” warns Kuehl. “The Treasury Department is already a part owner of most of the major banks in the country, a leading insurance company, and perhaps, in time, the Big Three auto companies. That gives the U.S. government a major stake in the performance of its largest companies, which will mean direction and advice.”

So sharpen your pencils, add an extra box or two of paper to your office supply order this month and prepare to add a chair in the boardroom for Uncle Sam. It looks like the red tape is going to be flowing again!

New Marketing Strategies Needed to Survive Lean Years Ahead

With the economic prognosis dim for 2009, U.S. manufacturers and businessmen need to rethink basic marketing strategies. Gone are the comfortable days of order backlog that manufacturers have enjoyed since the post-WWII. Everyone is scrambling to find new customers and new markets for their products. As Doug Gregory of Diamond Group Marketing pointed out in a February 9, 2009 article on Manufacturing & Technology eJournal, “you can’t cut and save your way to survival and profitability.”

To survive the next few lean years, you’re going to have to take excellent care of your current customers and work hard to find new ones. Gregory recommends a number of marketing strategies proven during previous downturns to help companies survive and even thrive. We’ve added some comments based on the benefit of our own experience here at DJ Products in building a successful material handling company with a national reputation for innovation, quality products and superior customer service.

  • Aggressive marketing. Many companies cut back on marketing efforts during a downturn. Survivors will buck the tide and increase marketing across the board. During tough economic times, potential customers do more shopping around looking for the best bargains. Getting your company name out there where they’re looking gives you a better chance to snag the sale.
  • Customer service. Without your customers you won’t have a business. Keeping customers happy must always be a top priority. During economic downturns competition heats up and you have to work even harder to keep your customers from jumping ship and going with the competition. Keep in regular contact with your customers so you’re right there to meet their needs as they arise. In a downturn, companies typically decrease inventories to cut expenses. You’ll benefit if you can provide customers with fast order turnaround and guaranteed delivery dates.
  • Strategic diversification. A tight economy forces you to expand and diversify your customer list, but make sure you don’t lose your core focus. You don’t want to dilute the expertise that sets you apart from your competitors and draws customers to you in the first place. Look for new customers with needs similar to those you now serve. Take a look at your current customers’ competition. With the same needs as your present customers, they present a ready market for your products.

Next time: Where to look for new marketing opportunities.