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Sound strategy has led to Böhler Bleche's leading position in Austria as a choice supplier in the specialty steel production sector. Spanning two centuries, the veterans have earned success by staying focused in a market that has undergone many changes.
Böhler Bleche's success did not happen overnight, explains its managing director, Dr Alfred Kügler: "It took years to learn the balance for long term future growth. Concentration on one segment of a market while collaborating with both domestic and foreign companies to do everything else has truly been the key." The company focuses production on tool steel, stainless specialties, press plates and high-speed steel. One out of every two circular saw blades used to cut metal worldwide comes directly from this Austrian company. Today it holds nearly 25 percent of the market share in the press plates industry. But numbers aren't always the defining factor, as Dr Alfred Kügler comments: "We produce for a niche market, which means our inventory is lower. We don't need the huge numbers of quantity that other big companies require, and this can be an advantage as it can boost quality proportionally." As 94 percent of Böhler Bleche's steel goes to exports, of which 58 percent is delivered within Western Europe, Dr Kügler stresses that Austria's central position and centuries of intercontinental relations have made exporting an age-old tradition. "Our manner is a bit more open to others," he explains. "We are 'softer' on our customers, unlike some companies which may be very efficient and yet lose sight of their clients' cultural needs and special business requirements." The company attracts its customers the old fashioned way - heading out to find them through subsidiaries and sales offices in 47 countries. Serving more than 100,000 customers - the majority of them European - the company plans to continue growth in its Japanese market sector. Through this focus on Japan, Böhler Bleche aims to increase sales here by at least 10 percent every year. Dr Kügler is optimistic about obtaining this benchmark, and stresses cooperation with his existing clients and the fostering of new ones as vital for growth.
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Alfred Kügler, Böhler Bleche's managing director