Establishing a strategic partnership with a welding services provider has resulted in a major order for voestalpine Böhler Welding for 400 tons of UTP cored wire in Turkey.
Turkey ranks amongst the top 10 cement producers worldwide. This was reason enough for voestalpine Böhler Welding to focus on this market for sales of welding consumables. And their success in securing an order for more than 400 tons of UTP cored wire last year proves them right. Not only is this a huge volume for the hardfacing and repair welding sector, it also has to be delivered within a period of only 18 months.
Welding technology and the cement industry
Some outsiders might question the relevance of welding technology to the cement industry. But on closer examination it becomes clear how the two industries are connected: grinding raw materials in a cement factory’s vertical mills subjects the grinding tables and grinding tools to huge stresses. It is here that hardfacing and repair welding using UTP materials from voestalpine Böhler Welding serves to counteract this wear.
Strategic partnership bears fruit
The order in Turkey is the result of five years of groundwork with a strategic partner, a local welding services company. Access to end customers in the cement industry quite simply relies on such service providers because, in contrast to most steel mills, cement factories demand a full-service maintenance contract which must include welding and repair work. And that’s exactly what makes voestalpine Böhler Welding and the welding services company such a perfect fit.
Expanding the market further
Even so, there was another key factor in the successful symbiosis between the two companies: organizing and running technical seminars for end customers in Turkey over the past two years has borne fruit. Not only has it extended the partner’s network, but it has also increased voestalpine Böhler Welding’s own market share, and in other sectors such as the steel industry. The joint customer seminars played an important role in this development.
New voestalpine corporate design
The voestalpine Group is marking the consistent implementation of its strategy and its changing self-image by updating its visual identity: its transformation from a European steel company to a global technology and capital goods group is now also being mirrored in its corporate design. The new visual identity combines tradition with future expectations, and increasingly symbolizes dynamism and a focus on the future.