The 2011 Frost & Sullivan Global Customer Value Enhancement Award in Welding Filler Metals Market is presented to ESAB Holdings Ltd (ESAB).
"Leveraging its global presence and upgrading existing technology and innovation to widen its scope of application has helped reinforce ESAB's leadership of the welding filler metals market, with the highest global market share of 14.7 percent in welding consumables" notes Frost & Sullivan Program Manager Archana Chauhan. "Superior product quality standards, competitive pricing and outstanding customer support services have enhanced customer loyalty, making ESAB one of the most trusted brands in the welding filler metals market, globally."
The company believes in the strategy of 'Localisation as the new Globalisation'. It uses this strategy to meet the varied needs of customers across different regions.
ESAB has its own R & D centre in each region, which develops technologies suited to local customer needs. Factories established in lower cost regions ensure cost-effectiveness, while maintaining high standards of product quality.
ESAB implemented a global segment marketing structure that helped it to build strong relations with end-users by delivering industry-specific, customised products and solutions that meet all their requirements. Offices across 80 countries with 26 manufacturing centres enable such product customisation, meeting the needs of varied end–user industries. As part of the focus on the energy segment, ESAB developed a comprehensive range of products for the Offshore segment that allows it to meet more stringent performance specifications which appeals to customers as evidenced by the recent seminars to the Asian offshore customers. In another example, ESAB developed a strong range of products and offers to the rail repair industry which makes it well placed to exploit the growth in this sector in developing markets.
In 2009, ESAB set out to transform itself from a product centric company to a customer focused company to ensure that customer needs drive its development and service agendas. This has made ESAB the preferred partner in many segments. It has built a strong level of trust and brand image amongst its customers by focusing on the customer's need to thrive in a competitive environment. An understanding of weld properties such as structural integrity and consistency meant that ESAB was selected to provide its newly developed seismic-certified products to build the new Freedom Towers in the USA.
The company boasts an extensive product portfolio. Over the last 18 months, it introduces at least 55 new consumables products of which about 20 were for the nuclear industry and 15 for the pipe and offshore industry. Its new high strength steels are designed to meet the customer needs for lighter materials. In addition, it has been widening its application scope for its non–copper coated welding wires that provides superior welding properties with less spatter, lower fumes and much lower tip wear and robotic down time. The higher productivity of the AristorodTM makes it a favourite amongst automotive and transport customers who face ongoing cost challenges. The new low silica wires are also proving very popular amongst customers who wishes to eliminate costly steps in their production processes.
"Moreover, novel offerings such as the new ICETM submerged arc welding process will dramatically improve productivity and energy efficiency for customers," adds Ms Chauhan "It is this approach that enhances customer value and sets ESAB apart from its competitors on a global basis."
All ESAB products in the welding filler metals market are continuously tested in chemical, physical and environmental conditions at every process stage, before being delivered to the customer.
"The company's well organised regional centres and established operational responsibilities have enabled ESAB to provide timely service – whether product delivery or customer support," concludes Ms Chauhan. "Extensive training provided by the company, both to its employees and customers have aimed at increasing domain knowledge."To support its service offer, ESAB revamped its European supply chain infrastructure to improve its service delivery at reduced costs."
"As welding products became more commoditised we had to differentiate ourselves and our core strategic intent was to become the most customer focused welding company globally," comments Brendan Colgan, CEO of ESAB Holdings. "I am pleased that we are delivering on this strategy."
The Frost & Sullivan Award for Customer Value Enhancement is presented to the company that has demonstrated excellence in implementing strategies that proactively create value for its customers with a focus on improving the return on the investment that customers make in its services or products. This award recognizes the company's inordinate focus on enhancing the value that its customers receive, beyond simply good customer service, leading to improved customer retention and ultimately customer base expansion.
Frost & Sullivan Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
ESAB Holdings is part of the Charter International PLC Group and the world's largest filler metals supplier. With over 100 years of experience, a presence in over 80 countries and more than 8,000 employees worldwide, ESAB is the world's most recognised brand in welding and cutting and the brand most likely to be recommended by customers.
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