Performance Indicators Mould shops depend too much on auto industry

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MARKTSPIEGEL WERKZEUGBAU eG

Tool and mould makers in German-speaking regions are busy to remain competitive as they are exposed to an intensive price war. The cooperative“Marktspiegel Werkzeugbau” anonymously collects relevant market data from participating companies, which are evaluated in regard to their competitiveness in the international market. Moreover, the data collected serves as a basis for key industry figures to derive future and current trends which are shared with the mould-making community.

Over-dependence on automotive business

The analysis of all participating companies in 2019 showed that only 5 percent of tool and mould making businesses do not generate any sales in the auto industry, and 33 percent of sales come from the largest customer.

“Too many businesses put all eggs in one basket. If the one largest customer drops out it’s an existential threat,” Jens Lüdtke, board member of Marktspiegel Werkzeugbau eG, says. “Companies have to diversify into other industry sectors, increase their customer base and think strategically.”

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Other findings showed that mould and tool makers’ efforts in new customer acquisition is sluggish (on average 85 percent of their business is generated by existing customers), which can be fatal according to Luedtke, because new customer acquisition will be a crucial success factor in future.

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