First half of FY2007: Review by Geographical Area
Overseas
In the overseas market, Kobelco Cranes undertook the following activities to further expand its global reach.
Mega projects, such as the construction of railways, airports and LNG refining facilities, are underway in the Middle East, supported by the abundant capital gained from high oil prices. Kobelco Cranes reinforced its marketing and services in this region and succeeded in increasing the number of machines sold. Not only did the number of machines sold directly to the Middle East increase, but sales efforts to major contractors and rental companies led to the use of marketing networks in Europe, Southeast Asia, and South Korea to supply the Middle East market.
In the U.S. market where investment in residential construction has slowed down, environmental and energy-related investments, such as wind-power generation and highway maintenance, continues to be strong, supporting the high demand for cranes. Owing to the strong market, Kobelco Cranes, expanding the number of dealers and service distribution outlets, was able to increase the number of machines sold.
In Europe, active marketing and strengthened relations with major contractors and rental companies also led to meeting demand both inside and outside the European market, resulting in continued strong performance in the region.
In Southeast Asia, where the shortage of used cranes bolstered demand for new machines, Kobelco Cranes established a marketing subsidiary in June 2007 to reinforce its distribution network. As a result, sales volume increased in comparison to the same period last year.
On the whole, Kobelco Cranes was able to maintain strong sales of new machines in most of the major world markets including South Korea, India and Australia.
Alliance with Manitowoc
After the introduction of a crane with a maximum lifting capacity of 120 metric tons in July 2006, Kobelco introduced a 175-metric-ton model in the Japanese market in July 2007. This is the third model following the 260-metric-ton and 120-metric-ton models.
Japan
In the Japanese market, overall demand for new crawler cranes increased 30% over the same period last year. In meeting this demand, Kobelco Cranes was able to increase the number of units sold, thus maintaining the top share in Japan.
Domestic demand for rough terrain cranes was also strong, increasing 19% over the same period last year.
On the production side, Kobelco Cranes strengthened its procurement capabilities with the cooperation of its suppliers, in an aim to meet growing orders in the Japanese and overseas markets. Kobelco also began implementing just-in-time manufacturing, shortened lead times and improved overall production efficiency. These steps contributed greatly to the higher number of units sold.
To meet strong domestic and overseas demand and the corresponding increase in orders, Kobelco Cranes reinforced its procurement capabilities with the cooperation of its suppliers. In production, Kobelco Cranes undertook just-in-time manufacturing, shortened lead times, increased production efficiency, and actively worked on increasing production volume. As a result, these activities contributed to an increase in the number of units sold.
As for the stock business, Kobelco Cranes reorganized its parts and services system to enhance this portion of the business.
Alliance with Tadano
For rough terrain cranes, Tadano supplies complete small models and the carrier portion of large models on an OEM basis. With demand continuing to be robust in Japan and overseas, Kobelco Cranes maintained a favorable relationship with Tadano.
Outlook for FY2007
In the second half of fiscal 2007, the domestic market is anticipated to continue on an expansionary trend. Construction investment in mega projects in the Middle East are projected to continue being firm. As a result, world crane demand is forecast to continue being strong. However, factors that curtail profits – namely the rising cost of materials due to high steel and oil prices and the difficulty in procurement are of concern.
By carrying out the activities below, Kobelco Cranes aims to build a foundation to restructure its crane business under its Medium-Term Management Plan.
Major Activities |