1. 2
Change for Growth Program
CONFIDENTIAL
Bart De Vriese
Industry manager SBHPP
SDeVriese@sumibe.eu
THEME 3 : HOW TO ORGANIZE FOR INNOVATION – BASED ON CASES
Bart De Vriese
Industry Manager
SBHPP
SDeVriese@sumibe.eu

2. SBHPP | High Performance Plastics
Business unit of Sumitomo Bakelite Co.,Ltd.
Change for growth

3. Sumitomo Bakelite / SBHPP /
Vyncolit
 Sumitomo Bakelite
 Pioneer in plastics
 Global company, HQ Japan
approx. 5200 employees, turnover 1,411M € (2012)
 3 business divisions
o Information and telecommunication materials
semi conductor materials + circuitry products
o High performance plastics
Phenolic molding compounds, Phenolic resins for industrial use, Precision molded
products, Synthetic resin adhesive, others
o Quality of life products
Medical devices, Fireproof melamine decorative laminates, Polyvinyl chloride sheets,
Multilayered films and sheets, Freshness preserving films, Polycarbonate resin sheets,
Design and construction of sheet waterproof system, Biotechnology related
products...
 SBHPP

4.  Vyncolit
 Part of European organisation SBHPP
 Phenolic molding compounds
one of the first plastics, developed by Leo Baekeland in New York in 1907
Window
Regulator
Motor Housing
Gas Spring
Bush
For Exterior
Fuel Pump
Impeller
ELC
Module
For Fuel
Management
Intake Manifold
EGR
Insulation Joint
For Intake/Exhaust
Commutator, Slip Rings
Starter, Fuel Pump
Alternator
Starter
Solenoid Cover
Brush Holder for Motors
Radiator Fan, Fuel Pump
Starter, Window shield wiper
Window Regulator
For Motor, Sensor
Caliper
Brake Piston
Brake Booster
Valve Body
For Chassis
AT valve, Stator,
Thrust Washer
Valve Body
for DCT
Clutch
Piston
Pulley
Air Conditioner, Power Steering
Water Pump, Alternator, Idler
Cooling Management
Water Pump
Thermostat Housing
For Powertrain

5. SBHPP | High Performance Plastics
Business unit of Sumitomo Bakelite Co.,Ltd.

6. Why Change for Growth
 High dependency on single industry  european automotive industry

7. Why Change for Growth
 Thermoset materials  fallen into oblivion
Google results for Bakelite

8. Why Change for Growth
 Thermoset materials  fallen into oblivion
Google results for High Performance Plastics & Composites

9. Change for Growth objective

10. Change for Growth approach
 Previous approach
 CfG approach
Business
generation
Co-dev
Business
generation
Co-devCustomer
Buy-In
Customer
Bus.model
Value prop
concept
Industry
investigation
Ideation
Initial
validation

11. Change for Growth approach

12. CfG – power tools
End User gains & pains
 Lightweight power tools
 Silent power tools (Times of use)
 More power, less size
 Safer power tools
 Better value for money power tools
Customer pains
 Maintenance free
 Easy servicing
 Less corrosion

13. CfG – power tools
Insights related to innovation
 Market is willing to pay more for improved equipment,
especially for lightweight (Primary value driver) to achieve
more operator comfort
 Secondary discriminators in the market are compactness
and reduced noise levels
 Price pressure forces manufacturers to seek cost
reductions. E.g. parts number reduction by smart
integration of functions.
 The market is commoditizing, hence solutions and ideas to
develop new generations distinctive power tools and
upselling features emerge (stories that position you in the
market)
 Tighter regulations for combustion engines

14. CfG – power tools
Industry – key players
14
33
23
8
8
14
Market Share Chain Saws in Europe
According to EGMF (European Garden Machinery Federation)
Makita / Dolmar
Stihl
Husqvarna
TTI
Hitachi
Others

15. CfG – power tools
1,5 3
500
1000
1500
2000
2 2,5 3,5
Stihl MS 170-D
3,5
Stihl MS 211
Stihl:MS230
Stihl MS 231
Stihl MS 251
Stihl MS 271
Stihl MS 311
Stihl MS 391
Stihl MS 261
Stihl MS 650
Stihl MS 341
Stihl MS 441
Stihl MS 201
Stihl MS460
Stihl MS 880
Stihl MS660
Stihl MS 201T
Husqvarna 3120XP
Husqvarna 395XP
Husqvarna 390XP
Husqvarna 576XP
Husqvarna 372XP
Husqvarna 562XP
Husqvarna 550XP
Husqvarna 346XP
Husqvarna 570
Husqvarna 365
Husqvarna 555
Husqvarna 545
Husqvarna 353
Husqvarna 460
Husqvarna 576XPA
Husqvarna 455e
Husqvarna 450e
Husqvarna 445
Husqvarna 440e
Husqvarna 435e
Husqvarna 435
Husqvarna 236
Husqvarna 140e
Husqvarna 135
Husqvarna T540XP
Husqvarna 338XPT
Husqvarna T435
Husqvarna T425
Stihl MS 171
Husqvarna 135e
Stihl MS 181
Husqvarna 140
Stihl MS 192
Stihl MS 291
Stihl MS 241 C-MHusqvarna 465
Husqvarna 560XP
Stihl:MS192T
Stihl MS 362
ECHO CS-260TES
ECHO CS350TES
ECHO CS-280WES
ECHO CS-360WES
ECHO CS-310ES
ECHO CS-352ES
ECHO CS-420ES
ECHO CS-450
ECHO CS-500ES
ECHO CS-550
ECHO CS-610
ECHO CS-680
ECHO CS-8002
Dolmar PS-9010
Dolmar PS-32C
Dolmar PS-32C TLC
Dolmar PS-35C
Dolmar PS-35C TLC
Dolmar PS-222TH
Dolmar PS-3410
Dolmar PS-3410TH
Dolmar PS-3410 TH TLC
Dolmar 115
Dolmar PS-350SC
Dolmar PS-420SC
Dolmar PS-460
Dolmar PS-500C
Dolmar PS-4605
Dolmar PS-4605H
Dolmar PS-5105C
Dolmar PS-5105CH
Dolmar PS-6400
Dolmar PS-6400H
Dolmar PS-7910H
Dolmar PS-7910
Stihl
Husqvarna
Gasoline chainsaw
Echo
Dolmar
Weight/power ratio (kg/kW)
Higher segment important drivers
: power, fuel & emissions, weight,
usability (noise & vibrations)
750€ segment is a densely
populated area
Lower segment with a long
tail and populated
Professional segment uses
supermachines : high price and
low weight/power ratio.
Interesting entry point for
innovations

16. CfG – power tools
Breakthrough concept composite power tool Fully integrated light weight
composite motor – 15%
weight reduction
compared with conventional
power tools
Integrated composite
muffler with
improved safety
10% more compact
motor housing
Technology driven
motor concept =
sustainable
competitive
advantage
Reinventing the
engine concept puts a
disruptive architecture,
assembly on the table
Conventional power tool Traditional power tool
concept
Reduced noise
10% level by the
composite muffler

17. Hybrid flywheel
composite /
aluminium
Integrated composite
power tool base part
(incl. muffler, oil tank,
fuel tank, combustion
motor chassis, …)
Carburator
entrance air/fuel
injection
Off gases from
motor leave
renewed muffler
Cut away : view
on the composite
motor inside the
power tool
CfG – power tools

18. Composit power tools – industry fit
 Lightweight
 Shift in weight/power ratio
 Operator comfort
 Compactness
 Reduced noise
 Cost reductions
 Establish margins
 Smart integration
 Upselling features
CfG – power tools

19. CfG – power tools
1,5 3
Price(€)
500
1000
1500
2000
2 2,5 3,5
Stihl MS 170-D
3,5
Stihl MS 211
Stihl:MS230
Stihl MS 231
Stihl MS 251
Stihl MS 271
Stihl MS 311
Stihl MS 391
Stihl MS 261
Stihl MS 650
Stihl MS 341
Stihl MS 441
Stihl MS 201
Stihl MS460
Stihl MS 880
Stihl MS660
Stihl MS 201T
Husqvarna 3120XP
Husqvarna 395XP
Husqvarna 390XP
Husqvarna 576XP
Husqvarna 372XP
Husqvarna 562XP
Husqvarna 550XP
Husqvarna 346XP
Husqvarna 570
Husqvarna 365
Husqvarna 555
Husqvarna 545
Husqvarna 353
Husqvarna 460
Husqvarna 576XPA
Husqvarna 455e
Husqvarna 450e
Husqvarna 445
Husqvarna 440e
Husqvarna 435e
Husqvarna 435
Husqvarna 236
Husqvarna 140e
Husqvarna 135
Husqvarna T540XP
Husqvarna 338XPT
Husqvarna T435
Husqvarna T425
Stihl MS 171
Husqvarna 135e
Stihl MS 181
Husqvarna 140
Stihl MS 192
Stihl MS 291
Stihl MS 241 C-MHusqvarna 465
Husqvarna 560XP
Stihl:MS192T
Stihl MS 362
ECHO CS-260TES
ECHO CS350TES
ECHO CS-280WES
ECHO CS-360WES
ECHO CS-310ES
ECHO CS-352ES
ECHO CS-420ES
ECHO CS-450
ECHO CS-500ES
ECHO CS-550
ECHO CS-610
ECHO CS-680
ECHO CS-8002
Dolmar PS-9010
Dolmar PS-32C
Dolmar PS-32C TLC
Dolmar PS-35C
Dolmar PS-35C TLC
Dolmar PS-222TH
Dolmar PS-3410
Dolmar PS-3410TH
Dolmar PS-3410 TH TLC
Dolmar 115
Dolmar PS-350SC
Dolmar PS-420SC
Dolmar PS-460
Dolmar PS-500C
Dolmar PS-4605
Dolmar PS-4605H
Dolmar PS-5105C
Dolmar PS-5105CH
Dolmar PS-6400
Dolmar PS-6400H
Dolmar PS-7910H
Dolmar PS-7910
Stihl
Husqvarna
Gasoline chainsaw
Echo
Dolmar
Weight/power ratio (kg/kW)
10% 5%
10% 5%
10% 5%
10% 5%
10% 5%
10% 5%
Higher segment important drivers
: power, fuel & emissions, weight,
usability (noise & vibrations)
750€ segment is a densely
populated area
Lower segment with a long
tail and populated
Professional segment uses
supermachines : high price and
low weight/power ratio.
Interesting entry point for
innovations

20. CfG – power tools
Business
generation
Co-devCustomer
Buy-In
Customer
Bus.model
Value prop
concept
Industry
investigation
Ideation
Initial
validation

21. CfG – case induction hobs
Conceptual idea
Bring coil as close as possible to the glass plate,
which requires higher temperature resistent
materials for the support hob.

22. CfG – case induction hobs
Concept objectives
 Reduced use of plastics
 Compact
 Ferrite closer to cupper
 Low assembly cost
Positive aspects concept
 Integrated coil = fixed & protected
 As close as possible to object
 Heat resistant support allows power
boost
 Less loss in magnetic field

23. CfG – case induction hobs
Negative aspects concept
 Complex overmolding process
 End-customer added value?
 Other materials can do the job
 Not easier to replace than current coil
 No possibility for IP (patents)
Business
generation
Co-devCustomer
Buy-In
Customer
Bus.model
Value prop
concept
Industry
investigation
Ideation
Initial
validation
Conclusion
 Case induction hobs is terminated
 Future opportunity integration ferrite in thermoset  SBHPP

24. SBHPP | High Performance Plastics
Business unit of Sumitomo Bakelite Co.,Ltd.

25. SBHPP | High Performance Plastics
Business unit of Sumitomo Bakelite Co.,Ltd.