MFGx Blog : November 2008

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The Web has become the preferred channel where manufacturers, prospects and purchasers go to research sources and partners to build and develop their products. But many manufacturers miss opportunities for new business because they're presenting incomplete or insufficient information online.

Prospective customers use the Internet to research potential solutions. They have specific purposes, and they collect information on plastics processors that can provide those solutions based on their specific, technical specifications and business needs.

Today's prospect is a stealth prospect: in control and anonymous throughout the research cycle until they chose to reveal themselves. Their online behaviors aren’t very different from yours when researching a capital equipment purchase. What they find online about your company – or don’t find there – can strongly influence who they'll engage or investigate further, and who they won't. If you’re deemed worthy, they’ll engage you.


To attract, influence and motivate prospects to add you to their short lists of potential suppliers or partners, an online strategy to maximize exposure AND effectively capitalize on prospects’ behaviors must include:

  • Present Your Core Strengths – Your equipment and facilities are important. So are the industries and companies you’ve served. But the primary purpose to any successful Web presence for plastics processors is to differentiate you from your competition. And there’s nothing that differentiates you like describing the details of projects you’ve worked and parts/products you’ve made. Present the technical features of each part, the materials and equipment used, the improvements made to the part/product during the life of the project, and any problems encountered and how you solved them.
  • Start A Blog – They’re inexpensive (many are free), they’re relatively easy to set up and you don’t have to know code to update them. And best of all, a Blog (short for “Web Log”) is an effective means of communicating what your company is doing, what projects you’re working on, company news and anything the market may find interesting. Easy, inexpensive and effective. And here’s a tip: post to your Blog regularly, but you don’t have to post frequently.
  • Participate On The Web – Find related forums for plastics professionals – like those on Plastics.com – and answer questions, offer suggestions and contribute to the dialogue. Each post acts as an organic reference for you and your company. And remember that once the discussion has faded into the background, your posts will remain in perpetuity – legacy posts are often found by prospects searching for suppliers, and these “breadcrumbs” can be very effective at putting your company in a prospect’s view.

12 Comments Permalink Tags: compete_effectively, marketing_for_mfg, your_web_site, web_resources
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Modern Sourcing 101

Posted by aj Nov 20, 2008

The impact of the Internet on sourcing cannot be overstated.

Complex Request for Proposal (RFP) and Request for Quote (RFQ) processes that months to complete only 15 years ago have compressed to a matter of days. Today, supplier discovery, engagement, vetting, and management begin – with few exceptions – online. Search engines, supplier Web sites, online directories, association sites, online marketplaces and other Web-based resources all add up to a collection of tools that give small and medium sized manufacturers (SMMs) the power to create, manage and grow supply chains and alternatives that equal those of much larger companies.

The primary differentiating factors that define higher functioning (and more profitable) manufacturers often are directly related to the quality of their stable of suppliers, as well as the spend and demand management of the chains in which they contribute. Properly managing global supply and demand chains require constant diligence and scrutiny; not only must procurement professionals and engineers manage existing suppliers – they must ensure that contingency suppliers are available when needed to minimize supply disruptions.

Many SMMs that supply product have adopted these sourcing methods to find suitable, dependable plastics processors and suppliers to outsource to when faced with limited capacity, demanding schedules or processes outside their core competence.

Regardless of a company’s sourcing needs or roles, a strategy is crucial since the process of assessment, engagement and replenishment is continuous. A sound sourcing strategy must:

  • Define the personas of the ideal supplier(s) for each project – including (but not limited to) process/product competence, pricing requirements, geographic limits, schedule/demand conformance, total cost of ownership, certifications, industry
    compliance/experience, and acceptable deviations from defined requirements.
  • Specify lists/data for maintaining primary and contingency suppliers for each process, including performance, costs and quality. These lists/data should also regularly monitor suppliers’ fiscal health, technical proficiency and stability to anticipate and avoid supply chain disruption.
  • Anticipate scenarios that could require the rapid reorganization of supply chain structures – civil/economic disruptions in source countries, poor/unacceptable supplier performance, and natural disasters – and define contingency plans to maintain supply channels.
  • Assemble acceptable sources for building up-to-date lists of known sources for current or anticipated products.

What do you see as required points for a valuable sourcing strategy? Anything you'd add or question?

0 Comments Permalink Tags: sourcing, supply_chain_management

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