The Ten Biggest Challenges for Tool and Mould Makers in Europe

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2. Active distribution becomes indispensable

With globalisation and the changed purchasing behaviour of customers, having your own active distribution system is becoming more and more important. Recent years have shown that dependence on only a few customers can be fatal — crises merely act as a catalyst. A broad customer base is a good insurance against fluctuations in individual sub-sectors. Quite a few companies have to work on this, and they must do so professionally. This is not something that can be done “on the side”.

Nevertheless, according to data from the benchmark initiative Marktspiegel Werkzeugbau eG, more than 70 percent of tool and mould making companies in German-speaking countries have no sales activities at all; in the rest of Europe the situation is probably somewhat better — for example in Portugal or Slovenia — due to their traditionally high export share. Sales also require well thought-out marketing based on a consistent strategy — this is also nonexistent in most companies in the sector. There is an urgent need for action here. Customers and non-European competitors are not asleep.

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