Innovation day 2013 3.2 stijn de vriese (sbhpp) - change for growth program

1

Change for Growth Program

Bart De Vriese

Industry Manager

SBHPP

[email protected]

SBHPP | High Performance Plastics

Business unit of Sumitomo Bakelite Co.,Ltd.

Change for growth

Sumitomo Bakelite / SBHPP /

Vyncolit Sumitomo Bakelite

Pioneer in plastics

Global company, HQ Japan

approx. 5200 employees, turnover 1,411M € (2012)

3 business divisions

o Information and telecommunication materials semi conductor materials + circuitry products

o High performance plastics Phenolic molding compounds, Phenolic resins for industrial use, Precision molded

products, Synthetic resin adhesive, others

o Quality of life products Medical devices, Fireproof melamine decorative laminates, Polyvinyl chloride sheets,

Multilayered films and sheets, Freshness preserving films, Polycarbonate resin sheets,

Design and construction of sheet waterproof system, Biotechnology related

products...

SBHPP

Vyncolit

Part of European organisation SBHPP

Phenolic molding compounds one of the first plastics, developed by Leo Baekeland in New York in 1907

Window Regulator

Motor Housing

Gas Spring Bush

For Exterior

Fuel Pump Impeller

ELC Module

For Fuel Management

Intake Manifold

EGR Insulation Joint

For Intake/Exhaust

Commutator, Slip Rings Starter, Fuel Pump Alternator

Starter Solenoid Cover

Brush Holder for Motors Radiator Fan, Fuel Pump Starter, Window shield wiper Window Regulator

For Motor, Sensor

Caliper Brake Piston

Brake Booster Valve Body

For Chassis

AT valve, Stator, Thrust Washer

Valve Body for DCT

Clutch Piston

Pulley Air Conditioner, Power Steering Water Pump, Alternator, Idler

Cooling Management Water Pump Thermostat Housing

For Powertrain

Why Change for Growth High dependency on single industry european automotive industry

Why Change for Growth Thermoset materials fallen into oblivion

Google results for Bakelite

Why Change for Growth Thermoset materials fallen into oblivion

Google results for High Performance Plastics & Composites

Change for Growth objective

Change for Growth approach Previous approach

CfG approach

Business

generation

Co-dev

Business

generation

Co-dev Customer

Buy-In

Customer

Bus.model

Value prop

concept

Industry

investigation

Ideation

Initial

validation

Change for Growth approach

CfG – power tools

End User gains & pains

Lightweight power tools

Silent power tools (Times of use)

More power, less size

Safer power tools

Better value for money power tools

Customer pains

Maintenance free

Easy servicing

Less corrosion

CfG – power tools

Insights related to innovation

Market is willing to pay more for improved equipment, especially for lightweight (Primary value driver) to achieve more operator comfort

Secondary discriminators in the market are compactness and reduced noise levels

Price pressure forces manufacturers to seek cost reductions. E.g. parts number reduction by smart integration of functions.

The market is commoditizing, hence solutions and ideas to develop new generations distinctive power tools and upselling features emerge (stories that position you in the market)

Tighter regulations for combustion engines

CfG – power tools

Industry – key players

14

33

23

8

8

14

Market Share Chain Saws in Europe According to EGMF (European Garden Machinery Federation)

Makita /

Dolmar

Stihl

Husqvarna

TTI

Hitachi

Others

CfG – power tools

1,5 3

500

1000

1500

2000

2 2,5 3,5

Stihl MS 170-D

3,5

Stihl MS 211

Stihl:MS230 Stihl MS 231

Stihl MS 251

Stihl MS 271

Stihl MS 311

Stihl MS 391 Stihl MS 261

Stihl MS 650

Stihl MS 341

Stihl MS 441

Stihl MS 201

Stihl MS460

Stihl MS 880

Stihl MS660

Stihl MS 201T

Husqvarna 3120XP

Husqvarna 395XP

Husqvarna 390XP

Husqvarna 576XP Husqvarna 372XP

Husqvarna 562XP


Husqvarna 570

Husqvarna 365

Husqvarna 555 Husqvarna 545 Husqvarna 353

Husqvarna 460

Husqvarna 576XPA

Husqvarna 455e

Husqvarna 450e

Husqvarna 445 Husqvarna 440e

Husqvarna 435e Husqvarna 435

Husqvarna 236

Husqvarna 140e

Husqvarna 135

Husqvarna T540XP Husqvarna 338XPT

Husqvarna T435 Husqvarna T425

Stihl MS 171

Husqvarna 135e

Stihl MS 181 Husqvarna 140

Stihl MS 192

Stihl MS 291

Stihl MS 241 C-M Husqvarna 465

Husqvarna 560XP

Stihl:MS192T

Stihl MS 362

ECHO CS-260TES

ECHO CS350TES

ECHO CS-280WES ECHO CS-360WES

ECHO CS-310ES

ECHO CS-352ES

ECHO CS-420ES

ECHO CS-450

ECHO CS-500ES

ECHO CS-550

ECHO CS-610

ECHO CS-680

ECHO CS-8002

Dolmar PS-9010

Dolmar PS-32C

Dolmar PS-32C TLC

Dolmar PS-35C Dolmar PS-35C TLC

Dolmar PS-222TH

Dolmar PS-3410 Dolmar PS-3410TH

Dolmar PS-3410 TH TLC

Dolmar 115

Dolmar PS-350SC Dolmar PS-420SC

Dolmar PS-460

Dolmar PS-500C

Dolmar PS-4605

Dolmar PS-4605H

Dolmar PS-5105C

Dolmar PS-5105CH

Dolmar PS-6400

Dolmar PS-6400H

Dolmar PS-7910H

Dolmar PS-7910

Stihl

Husqvarna

Gasoline chainsaw

Echo

Dolmar

Weight/power ratio (kg/kW)

Higher segment important drivers

: power, fuel & emissions, weight,

usability (noise & vibrations)

750€ segment is a densely

populated area

Lower segment with a long

tail and populated

Professional segment uses

supermachines : high price and

low weight/power ratio.

Interesting entry point for

innovations

CfG – power tools

Breakthrough concept composite power tool Fully integrated light weight

composite motor – 15%

weight reduction

compared with conventional

power tools

Integrated composite

muffler with

improved safety

10% more compact motor housing

Technology driven

motor concept =

sustainable competitive

advantage

Reinventing the

engine concept puts a

disruptive architecture,

assembly on the table

Conventional power tool Traditional power tool

concept

Reduced noise

10% level by the

composite muffler

Hybrid flywheel

composite /

aluminium

Integrated composite

power tool base part

(incl. muffler, oil tank,

fuel tank, combustion

motor chassis, …)

Carburator

entrance air/fuel

injection

Off gases from

motor leave

renewed muffler

Cut away : view

on the composite

motor inside the

power tool

CfG – power tools

Composit power tools – industry fit

Lightweight

Shift in weight/power ratio

Operator comfort

Compactness

Reduced noise

Cost reductions

Establish margins

Smart integration

Upselling features

CfG – power tools

CfG – power tools

1,5 3

Price (

€)

500

1000

1500

2000

2 2,5 3,5

Stihl MS 170-D

3,5

Stihl MS 211

Stihl:MS230 Stihl MS 231

Stihl MS 251

Stihl MS 271

Stihl MS 311

Stihl MS 391 Stihl MS 261

Stihl MS 650

Stihl MS 341

Stihl MS 441

Stihl MS 201

Stihl MS460

Stihl MS 880

Stihl MS660

Stihl MS 201T

Husqvarna 3120XP

Husqvarna 395XP

Husqvarna 390XP


Husqvarna 562XP


Husqvarna 570

Husqvarna 365

Husqvarna 555 Husqvarna 545 Husqvarna 353

Husqvarna 460

Husqvarna 576XPA

Husqvarna 455e

Husqvarna 450e

Husqvarna 445 Husqvarna 440e

Husqvarna 435e Husqvarna 435

Husqvarna 236

Husqvarna 140e

Husqvarna 135

Husqvarna T540XP Husqvarna 338XPT

Husqvarna T435 Husqvarna T425

Stihl MS 171

Husqvarna 135e

Stihl MS 181 Husqvarna 140

Stihl MS 192

Stihl MS 291

Stihl MS 241 C-M Husqvarna 465

Husqvarna 560XP

Stihl:MS192T

Stihl MS 362

ECHO CS-260TES

ECHO CS350TES

ECHO CS-280WES ECHO CS-360WES

ECHO CS-310ES

ECHO CS-352ES

ECHO CS-420ES

ECHO CS-450

ECHO CS-500ES

ECHO CS-550

ECHO CS-610

ECHO CS-680

ECHO CS-8002

Dolmar PS-9010

Dolmar PS-32C

Dolmar PS-32C TLC

Dolmar PS-35C Dolmar PS-35C TLC

Dolmar PS-222TH

Dolmar PS-3410 Dolmar PS-3410TH

Dolmar PS-3410 TH TLC

Dolmar 115

Dolmar PS-350SC Dolmar PS-420SC

Dolmar PS-460

Dolmar PS-500C

Dolmar PS-4605

Dolmar PS-4605H

Dolmar PS-5105C

Dolmar PS-5105CH

Dolmar PS-6400

Dolmar PS-6400H

Dolmar PS-7910H

Dolmar PS-7910 Stihl

Husqvarna

Gasoline chainsaw

Echo

Dolmar

Weight/power ratio (kg/kW)

10% 5%

10% 5%

10% 5%

10% 5%

10% 5%

10% 5%

Higher segment important drivers

: power, fuel & emissions, weight,

usability (noise & vibrations)

750€ segment is a densely

populated area

Lower segment with a long

tail and populated

Professional segment uses

supermachines : high price and

low weight/power ratio.

Interesting entry point for

innovations

CfG – power tools

Business

generation

Co-dev Customer

Buy-In

Customer

Bus.model

Value prop

concept

Industry

investigation

Ideation

Initial

validation

CfG – case induction hobs

Conceptual idea

Bring coil as close as possible to the glass plate,

which requires higher temperature resistent

materials for the support hob.

CfG – case induction hobs Concept objectives

Reduced use of plastics

Compact

Ferrite closer to cupper

Low assembly cost

Positive aspects concept

Integrated coil = fixed & protected

As close as possible to object

Heat resistant support allows power

boost

Less loss in magnetic field

CfG – case induction hobs Negative aspects concept

Complex overmolding process

End-customer added value?

Other materials can do the job

Not easier to replace than current coil

No possibility for IP (patents)

Business

generation

Co-dev Customer

Buy-In

Customer

Bus.model

Value prop

concept

Industry

investigation

Ideation

Initial

validation

Conclusion

Case induction hobs is terminated

Future opportunity integration ferrite in thermoset SBHPP

Innovation day 2013 3.2 stijn de vriese (sbhpp) - change for growth program

Business

Transcript of Innovation day 2013 3.2 stijn de vriese (sbhpp) - change for growth program