Successfully reported this slideshow.
2
Change for Growth Program
CONFIDENTIAL
Bart De Vriese
Industry manager SBHPP
SDeVriese@sumibe.eu
THEME 3 : HOW TO ORGANI...
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 emp...
 Vyncolit
 Part of European organisation SBHPP
 Phenolic molding compounds
one of the first plastics, developed by Leo ...
SBHPP | High Performance Plastics
Business unit of Sumitomo Bakelite Co.,Ltd.
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 & Composit...
Change for Growth objective
Change for Growth approach
 Previous approach
 CfG approach
Business
generation
Co-dev
Business
generation
Co-devCustome...
Change for Growth approach
CfG – power tools
End User gains & pains
 Lightweight power tools
 Silent power tools (Times of use)
 More power, less ...
CfG – power tools
Insights related to innovation
 Market is willing to pay more for improved equipment,
especially for li...
CfG – power tools
Industry – key players
14
33
23
8
8
14
Market Share Chain Saws in Europe
According to EGMF (European Gar...
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...
CfG – power tools
Breakthrough concept composite power tool Fully integrated light weight
composite motor – 15%
weight red...
Hybrid flywheel
composite /
aluminium
Integrated composite
power tool base part
(incl. muffler, oil tank,
fuel tank, combu...
Composit power tools – industry fit
 Lightweight
 Shift in weight/power ratio
 Operator comfort
 Compactness
 Reduced...
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
Sti...
CfG – power tools
Business
generation
Co-devCustomer
Buy-In
Customer
Bus.model
Value prop
concept
Industry
investigation
I...
CfG – case induction hobs
Conceptual idea
Bring coil as close as possible to the glass plate,
which requires higher temper...
CfG – case induction hobs
Concept objectives
 Reduced use of plastics
 Compact
 Ferrite closer to cupper
 Low assembly...
CfG – case induction hobs
Negative aspects concept
 Complex overmolding process
 End-customer added value?
 Other mater...
SBHPP | High Performance Plastics
Business unit of Sumitomo Bakelite Co.,Ltd.
SBHPP | High Performance Plastics
Business unit of Sumitomo Bakelite Co.,Ltd.
Upcoming SlideShare
Loading in …5
×

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

1,400 views

Published on

  • Be the first to comment

  • Be the first to like this

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

  1. 1. 2 Change for Growth Program CONFIDENTIAL Bart De Vriese Industry manager SBHPP SDeVriese@sumibe.eu THEME 3 : HOW TO ORGANIZE FOR INNOVATION – BASED ON CASES Bart De Vriese Industry Manager SBHPP SDeVriese@sumibe.eu
  2. 2. SBHPP | High Performance Plastics Business unit of Sumitomo Bakelite Co.,Ltd. Change for growth
  3. 3. 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
  4. 4.  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
  5. 5. SBHPP | High Performance Plastics Business unit of Sumitomo Bakelite Co.,Ltd.
  6. 6. Why Change for Growth  High dependency on single industry  european automotive industry
  7. 7. Why Change for Growth  Thermoset materials  fallen into oblivion Google results for Bakelite
  8. 8. Why Change for Growth  Thermoset materials  fallen into oblivion Google results for High Performance Plastics & Composites
  9. 9. Change for Growth objective
  10. 10. Change for Growth approach  Previous approach  CfG approach Business generation Co-dev Business generation Co-devCustomer Buy-In Customer Bus.model Value prop concept Industry investigation Ideation Initial validation
  11. 11. Change for Growth approach
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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 550XP Husqvarna 346XP 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-MHusqvarna 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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 576XP Husqvarna 372XP Husqvarna 562XP Husqvarna 550XP Husqvarna 346XP 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-MHusqvarna 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
  20. 20. CfG – power tools Business generation Co-devCustomer Buy-In Customer Bus.model Value prop concept Industry investigation Ideation Initial validation
  21. 21. 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.
  22. 22. 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
  23. 23. 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-devCustomer 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
  24. 24. SBHPP | High Performance Plastics Business unit of Sumitomo Bakelite Co.,Ltd.
  25. 25. SBHPP | High Performance Plastics Business unit of Sumitomo Bakelite Co.,Ltd.

×