The SKF group

Résumé du document

The SKF Group is the leading global supplier of products, customer solutions, and services in the business of rolling bearings and seals. SKF Group's main competencies include technical support, maintenance services, condition monitoring and training. The Group also holds an increasingly important position in the market for linear motion products, as well as high precision bearings, spindles and spindle services for the machine tool industry and lubrication systems.

The business of SKF is divided into three divisions; Industrial, Automotive and Service. Each division serves a global market, focusing on its specific customer segments.

SKF has 100 manufacturing sites distributed all over the world. With its own sales companies in 70 countries, supported by some 15 000 distributors and dealers worldwide, its e-business marketplace and global distribution system, SKF is always close to its customers for the supply of both products and services.

Customer needs
SKF owns a leadership position in the bearing business and the very strong position of its brand in the bearing world is due to its competence in providing products and services that create value for the customer.

To successfully create value for customers, demands a deep understanding of what customers specifically require and need with regard to products and services. Original equipment manufacturers value how SKF's knowledge can make their products more competitive. For end-users, the aim is to ensure the maximum utilization of their assets in order to increase their productivity and profitability. In the aftermarket, the key factor is to know what kind of products the customer needs, and to have these products readily available.

Extraits

[...] It will start 6 months before the beginning of the takeover with: - a 3-4 months period with adverts in specialised magazine, and in special web sites - a 2 months period with a TV advert in Europe about the presence of SKF products in the everyday life The cost of this campaign will be of around euros for the 3-4 months period, and of 4 million euros for the TV campaign. This will help to gain more brand loyalty of business customers. [...]

[...] By doing so, customers' satisfaction and product loyalty has be increased Innovativeness is a key resolution for attracting both current customers and the potential ones. With the technology developed, the needs and requirement of the customers has changed constantly. Although the classic bearing still occupied the most of market share, the new product with the new feature has attracted more and more customers. To achieve and maintain business success for a long run, innovativeness will play a key roll Integrated package solution. Integrated package service has become more competitive in the bearing business. [...]

[...] Continue to implement innovative product and service development based on the market trend-- Service Initiatives Maintain and upgrade market position in aero bearing industry Enhance channel control of numerous distributors resulting from the acquisition of Zhejiang Tianma Bearing Co., Ltd Marketing Strategy Basic Strategic Statement The goal of our chosen market penetration strategy is to improve SKF's position on the Asian market. At the moment SKF has a market share in Asia and especially in the aero business which is too low the long term goal would be to raise market share in Asia and in the aero business worldwide. They want to achieve a higher world market share and more influence and power on prices. They also want to become the most famous producer of aero bearings in the world. With the acquisition of Zhejiang Tianma Bearing Co., Ltd. [...]

[...] Later, SKF developed CARB and spherical roller bearings for very high-speed applications in the paper industry. The new bearings run at three times the oil speed rating of standard bearings, deliver very high running accuracies and minimize friction, which helps paper industry to increase machine output. In the middle of 2003, SKF launched the new SKF Bearing Handling Tool, TMMH series, further enhances plant efficiency and safety by facilitating safe, easy and quick handling of medium and large size bearings. [...]

[...] In particular giant manufacturers take over companies which produce specific rolling bearing products. In this way subsequent performance in company's profitability and delivering value commitment to customers and shareholders can be improved. The latter of past acquired companies show that the criteria of acquisition is based on solid companies with compelling brands, a strong position in the distribution channel for product development capabilities. By acquisition, the retained assets can be reinvested in the R&D and other department. Furthermore, additional production facilities are created and existing independent dealer channels strengthen company's value chain. [...]