Broadening their Horizons
Wednesday, October 26, 2016
MHE-Demag grows its explosion-proof business with a new initiative.
For almost a decade, MHE-Demag was focused on selling its explosion-proof lifting equipment to the oil and gas industry. The company later made the strategic decision to broaden its target market segments. This foresight has proven to be invaluable to the business, especially with recently plummeting oil prices affecting activity in the oil and gas industry. The most pivotal element of its success comes from its efforts to unlock white spots and convince customers of MHE-Demag’s compelling value proposition. This has led to significant wins in many territories, across different industries.
In Thailand, MHE-Demag leveraged new insurance policies, which advocate the usage of explosion-proof lifting hoists within the liquor industry, to convert industry leader SangSom into a customer with an order of 3.2 and 2-tonne ATEX Explosion Proof Overhead Cranes.
In Malaysia, the team has been proactively engaging potential customers, including PureCircle Sdn Bhd. As a company producing natural sweeteners from flammable material, PureCircle was able to meet its regulatory obligations with certified explosion-proof hoisting equipment by MHE-Demag.
In Singapore, the team succeeded with a phenomenal project order from Afton Chemical Asia to install and commission seven monorail hosting systems and a slewing jib crane system for their facility in Jurong Island. Given the hazardous environment, MHE-Demag’s explosion-proof lifting systems were the customer’s top choice.
While expanding into other industries, MHE-Demag still continues to strengthen its presence in the oil and gas market.
In Indonesia, the company has won over British Petroleum. The tender was for one of its biggest local projects involving the development of six gas fields. MHE-Demag outshone the competition by supplying two complete units of 10-tonne ATEX certified explosion-proof cranes.
In Malaysia, the team is making headlines with the Pengerang RAPID project, which is part of the nation’s largest petrochemical complex. The team has successfully won a contract from Samsung C&T Corp to supply two units of 9-tonne explosion-proof slewing jibs.
“While we are encountering economic volatility in the region today, the intensity of our desire to succeed is not waning. We will continue to forge forward and actively seek business opportunities in new market segments and territories," said Anvar Kasimov, Regional Product Manager, MHE-Demag.
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