Waiting That's Worthwhile
-- graphic arts online, 2/1/2001
When it comes to capital equipment decisions, the worthwhile kind of waiting for printing managers today involves completing a five-step process, according to Dr. Jürgen Rautert, who heads Heidelberg's entire sheetfed business unit in Germany.
He says, "Managers have to lay out a clear rationale for their equipment purchases." They should (1) examine the markets they serve, (2) very carefully understand their customers, (3) objectively define their core competencies, (4) pinpoint their company's present advantage or potential competitive edge, and then (5) make an investment decision that is clearly designed to meet the business objective.
In reality, Dr. Rautert adds, printers have only two choices when it comes to equipment: industrialize production to push costs as low as possible, and offer high-value/high-margin specialties that fulfill customer demands, such as press coating or mailing services.
