‘Take whatever you can get your hands on’ seems to be a popular approach for new business in times of crisis. And who can blame those who do, because the order book needs to stay filled. It does mean, however, that many manufacturing companies are still doing too much for too many customers. There is no market focus. Without that focus, achieving any growth ambition is virtually impossible.
Risks at a glance
Lack of focus affects several areas. The impact is felt by all departments in your manufacturing company. Engineers struggle with the further development of products. Marketers are unsure of what to communicate. Sales works hard without really getting anywhere. This unclear situation creates an imbalance and stress in the workplace.
Lack of focus stagnates long-term growth in innovation, development, new business development, sales, and profits. Ultimately, all of this is detrimental to the company's net worth. This puts the future of these manufacturing companies at risk.
Direction, calm, and regularity
Choosing for market focus has great advantages. Specialization brings direction, calm and regularity, and ensures the company is seen more quickly as a real specialist. Having a specialist area of expertise enables the organization to conceive and develop new and better solutions. In short: becoming even better at what you're already good at.
“They challenge you to make choices and force you to add focus.”Joost van Aaken, Managing Director at ARODO
ARODO, a Belgian OEM based in Arendonk, chose an absolute focus on packaging solutions for high-quality powders.
“As an industrial marketing company, TEUN forces us to think and ask fundamental questions. Who are we? How do we set ourselves apart? And where do we want to be in five or ten years? They challenge you to make choices and force you to add focus”, says Joost van Aaken, Managing Director of ARODO.
Whether you are an industrial manufacturer or machine builder: at TEUN we believe every manufacturing company deserves its own niche. Why? Because choosing a niche is the best gift a manufacturing company can give itself. It's what we firmly believe and what our clients experience every day.