Consuming matters - a structured approach

Earlier this year saw the advent of a new industrial sector at TWI. Paradoxically it embraces some of TWI's longest and best established Industrial Members. Under the umbrella style of Equipment, Consumables and Materials this embryo team is about to come of age.

'For a long time we didn't acknowledge that this sector has some unique needs' reflects the new ECM sector manager Chris Peters. 'Members from this area have special and very exacting requirements. They want to get closer to the market, and make sure that their products are seen. And, whereas other members may well be chasing technology for their own products I think that this group has a particular interest in disruptive technology, things that might threaten or displace their products in the market place'.

Peters cites the example of friction stir welding. Invented by TWI in 1990 it was initially treated as a laboratory curiosity, until the aerospace and automotive industries suddenly sat up and listened. The little known process was capable of producing MIG and TIG quality welds in a fraction of the time without filler wire, shielding gas or high heat input. The consumables suppliers suddenly took stock.

'It was certainly an eye opener'

Similarly the suppliers of traditional fastening technologies, namely rivets, took a deep breath when an executive jet manufacturer announced that it was adopting friction stir. Overnight the planemaker dispensed with many thousands of rivets in its fuselage and wing construction.

'If I was in the shoes of somebody in the ECM sector then I would be looking to the future very closely' says Peters. 'Not only from threatening technology but also any potential opportunities in which I should be investing. Our primary objective is to make sure that we are adequately serving this sector, and understanding them. If we are doing this effectively we should easily fulfil our second aim which is to be able to offer them enhanced services and project work'.

He loosely describes the sector participants as 'broad church', ranging from the large multi-nationals to the tightly knit SMEs. And the services offered by the new sector stretch far beyond the boundaries of consultancy. Knowledge management for the whole of the manufacturing supply chain is a key feature of the ECM's output. But surely meetings of the new ECM group will bring arch rivals head to head in the same room?

'We have to be very careful how we position ourselves. There are areas which can be classified as industry threatening, rather than business threatening....for instance health and safety issues and the Physical Agents Directive on fume, vibration and electrical hazards. They aren't only affecting individual companies, they impinge on the whole industry and require a coordinated response. There's a shared interest there and it is probably best tackled with all parts of the industry working together.'

Indeed he believes there are bound to be some no-go areas. No market leader will be willing to stand up and talk about their hottest and latest to an audience of ECM rivals. 'But I'm quite sure that we can function by understanding the requirements of each member, as a catalyst, making introductions to people who have funding, as well as people with relevant projects. So the end user is better informed about the products and services that these people provide.'

Quizzed shortly after the first meeting of the new ECM group Peters concedes that it held its quota of surprises. 'It was certainly an eye opener' he recalls. 'We have now digested much of the exit poll feedback, which was very positive. We've learnt a lot.'

Team ECM

Eur. Ing. Geoff Melton has over twenty years of experience in research, development and technical support in arc welding equipment and consumables. Eleven of those years were spent with a leading global manufacturer of welding equipment and consumables during which time Geoff was active in the British and European manufacturers' associations for welding products. He is also the Chairman of the British and European committees for arc welding equipment standardisation.

Linda Dumper, Manager, Information Services, is responsible for providing TWI's technical, business and market information to Members and staff. Linda has experience of enquiry answering for all TWI's Members over many years, and has particular interests in providing consumables and materials information and market information.

Ian Froment has been on the staff of TWI for more than two decades, initially as a Polymer Welding Engineer within the Advanced Materials Department and now as Section Manager for the Membership Development Group. Along with the support of his team, Ian currently has responsibility for growing the Membership in all sectors of TWI's business, as well as developing the membership product. He also handles membership recruitment and the Members interests in the Equipment, Consumables and Materials business sector.

The day allowed suppliers of consumables, materials and equipment to glimpse a rare insight into the thinking and strategy of major original equipment manufacturers and top level supply chain companies in both the construction and automotive industries.

So is the ECM a talking shop, a forum for debate between like-minded individuals? Or is it a profoundly tight-lipped group of competitors keen to give little and gain plenty? 'They were initially very guarded' says Peters. 'Clearly the interest shown in a presentation on disruptive technology was both revealing and surprising. There was also a little bit of healthy conflict, and some reluctance by individuals to stick their hands up and let others know what they were thinking. Eventually people will see that there are many benefits to working together.'

Big hitters from both the earthmover and auto sectors, JCB and Thyssen-Krupp Automotive (TKA), held the floor for spirited presentations and animated debating periods. The session included a less specialised examination of the trends in the electronics market.

China and India, two vast and rapidly developing markets for earthmover manufacturers, must, according to JCB, be prepared to provide local, not overseas, manufacturing capability. The market for construction vehicles is competitive and excellent integration of the supply chain into the manufacturing cycle is essential. JCB identified the need for suppliers to offer new solutions to help them maximise efficiency.

TKA, more closely associated with non commercial vehicles, stressed that the big names in automotive no longer design whole cars in-house. As a major supplier of suspension systems, it is TKA that designs and tests new layouts to the specification of the car maker. So suppliers, TKA believed, should now address TKA issues rather than the brand name companies.

'We can act as a catalyst'

Staff presentations by TWI at the inaugural meeting showed that there were a number of less well known services which it could offer. Market research and manufacturing trends are widely available, but more importantly TWI is able to determine the implications of trends on joining practice and interpret their effect upon suppliers.

'One of the things we are exploring at the moment is an enhanced product review activity' says Peters. 'In the past we have carried out product reviews on an ad hoc basis, but I'd like to introduce a 'product review report', where we actually carry out a review of a product against claims made by the producer.'

'We can act to facilitate or act as a catalyst' he adds. 'Legislation and international standards are far too often responsible for disruptive change. We're represented widely on key joining-related committees and can guide Members through the intricacies. We're planning a follow-on panel meeting in March 2006. It's probably going to be focused on legislation because that has already been identified as industry threatening'.

But how were Members of the new sector handled previously?

'It was on a one to one basis' believes Peters. 'And to be honest it was somewhat reactive, so we were waiting for the phone calls to come in rather than being proactive and trying to align our products and services to their needs. TWI repositioned itself some years ago with a name change from the Welding Institute to reflect a broader set of activities and we will reflect that within the sector. People are going to see that if they give a little bit, they are going to get a lot back.'