Method for analyzing market and equipment when purchasing equipment in carton factory

In today's increasingly competitive corrugated box market, the level of equipment in corrugated box manufacturers determines its competitiveness. The following content takes the purchase of a circular die-cutting machine as an example. It introduces the methods and modes of analyzing the characteristics of the market and equipment when the senior management of the corrugated box manufacturer purchases fixed equipment. It is divided into three parts. For your reference in key decisions.

Reasons / Goals / Key Considerations: The initial idea when deciding to purchase a fixed device

(1) Reason: Sales have not improved, and even declined.

There is no new business area in the market, and the only way to open up new business is to find another way. The quotations from the past 6 to 12 months show that the market share of the company's printing die-cut products is only 11%, and the market share of ordinary die-cut products is 28%. According to sales feedback, the price of printed die-cut products is 12% to 20% higher than the average market price.

At present, the company's printing slotting die-cutting machine and nail box glue box operate independently, rather than the linkage line.

Depicting a hypothetical picture of a cost mechanism (ie, we are hooking a full-load circular die-cutting machine to all associated costs), we find that if a printing die-cutting machine is used to link the line, the product is sold. Prices can be significantly reduced, and sales of related products will increase. Before delving further into this issue, we first applied “assumed prices” to more than 50 products, so sales soared 33%. After in-depth research, we found that most of the printing die-cutting linkage lines are comprehensive large companies with a stable customer base. Therefore, we intend to pay attention to the printing die-cutting linkage lines they use.

The above is the original intention and strategic thinking of our consideration of purchasing new equipment.

(II) Objectives: Clarify the primary goals and the various targets

We spent more than three months communicating and communicating with key personnel, including the company's sales manager, production manager, regulatory department, printing captain, design department, as well as major customers and software vendors, equipment manufacturers, and identified the following goals. :

1. Primary goals:

Within one year, sales increased by 8%. Half of the growth is done independently (not in cooperation with equipment manufacturers). Maintain the current overall profit level.

2. Secondary objectives:

Improve overall production capacity. Alternative devices must be able to both secure the customer base and differentiate our products to attract new customers.

3. Three-level goals:

Increase assets, the investment return period is controlled within 36 months.