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An interview with Jim
Meinert of Market Services, LLC, and Tim Mieritz, president of Snider
Mold Company in Mequon, WI. Jim and Tim were partners at Snider for
many years (Jim is now retired, but works as a consultant with companies
seeking a global presence.) and they both spent some time with TPR
editor Cyndi Kustush to talk about how complete solutions have been key
to securing work to build molds for multinational OEMs around the globe.
1) What is your company niche and what does your company do that is
notable, unique
or different? 
Jim: Our molds have to be
differentiated in several ways to compete in the Global arena. We
have always been different by size (very large) and type of work
(compression & low pressure injection molding) and customer base,
like the outboard motor industry, farm equipment manufacturing and
construction industries, rather than commodity-type work. Plus we
always saw the international markets as an opportunity! |
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2)
When and how did you get into the industry, what attracted you to
it?
Jim: It seemed in the late 60’s that
“plastics” had a great future, as metals were being replaced by
plastics, lower cost tooling could produce good products. An early
project was to manufacture molds for the Corvette in the mid-60’s
(a plastic car).
Tim: I got into it pretty much the
same as Jim did. We were both in the mechanical industries before
the mold industry (I got into it in January 1970) and it just grew
as an interesting and challenging business.
3) Relate a notable "best time" for your company. 
Jim: I would say it was when we
started shipping several large mold projects into China (not an
easy thing to do). We’ve been doing that since the mid 1980’s. We
supplied molds for making the complete interior of the V W Santana
some years ago, a car manufactured in China for the home market in
China. Again, this was not easy to do. We also produced molds that
were part of a turn-key project to produce plastic pallets in China
because wood pallets are going out of favor because they tend to
spread bugs & disease around the world. We again did a similar
project in South Africa for producing plastic pallets for exporting
out of South Africa.
Tim: Besides building tooling that
was sent to China and South Africa, we also built tooling that was
sent into Brazil. It has all been a collaboration with various
injection molding machine manufacturers, in which they built the
presses and we built the molds and it all worked as a complete
package. In the case where we shipped to China, those tools were
built in the U.S. for a division of Ford Motor Co. that procured
them from us and shipped them into China. We’re not trying to
build tools to go into their (Chinese manufacturers’) machines
because that is a very difficult thing to do and ensure quality.
On the other hand, we do ship molds
into Mexico without the machinery to run them but that is
logistically easier to do because we can work directly with the OEM
there. It really takes a solid partnership to work with companies
overseas, in China, in South Africa, in Brazil, etc. |
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4)
Similarly, relate notable challenges that your company has overcome.
Jim: Probably what we talk about
above, in question #3. It is very challenging for smaller
companies to export. The costs of procuring the work, and travel,
and the language problems, and finding a good agent, etc., plus the
changes in currencies! Now, in Italy, for example, it costs me
U.S.$1.30 to buy one Euro, and on my last trip it was $1 to 1!!
This makes it easy to export to Europe as 1 Euro buys $1.30 worth
of stuff. These changes are challenges (or opportunities) if you
take advantage of the situations. The Mexican peso changed years
ago from 3 to one dollar to 10 to one dollar. Imagine that!
Tim: It takes a full-time dedicated
person to create the partnerships and operate globally. People
think they can do this as a part-time job but you can’t. Plus it
is a very expensive undertaking. In addition, if you are trying to
sell a tool to an outside country that is already less expensive
than what you can build the mold for, you have to be able to offer
the customer something that they can’t get overseas. Our advantage
is the complete solution we provide via partnerships and the
cumulative knowledge of how to do something our foreign competitors
don’t yet know how to do. |
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5) When you are working on projects with your customers, what aspects
would you
like them to
better recognize?
Jim: That we have the ability to
add more value in many ways! Product design assistance has long
been a competitive advantage of ours.
First, our key people went
to Glenn Beall's (of Glenn Beall Plastics Ltd., consultants and
training programs in plastics design and manufacturing) product
design seminars, plus we were already good at assisting customers
better than most shops who just wanted to focus on building molds
rather than providing a much needed "service" that enhances the
customer relationship and provides more "value." We also have
good, close outside sources for product designs we can use.
Tim: We stay on the cutting edge of
the technology that’s out there, we understand how critical time to
market is and are always evaluating how quickly we can do a product
design and get a part into production.
6)
List newly acquired technology, machinery or
key personnel (in last
year). 
We purchased a new, super-fast Fidia
5 axis large milling machine. We bought new high-speed machining
centers, plus the fastest CAD equipment you can get along with the
training for it. |
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7) Has your company recently expanded? Plans to
expand or form
partnerships/alliances?
Tim: We took over a
15,000-square-foot building located next to our main facility in
order to add secondary fixture manufacturing as a value added
service. So in addition to designing and building molds we can
also take on designing and building of fixtures such as punch
equipment, cooling fixtures, trim fixtures, check fixtures and
more. We did some of this already in our main plant, but we’re
expanding on it to meet our customers’ needs.
8)
Are you involved in any industry organizations or educational
programs related to
the trade?
AMBA, SPI, SPE, SME, and several
World Trade associations. We are looking into the high schools
ourselves and are thinking of implementing our own training
programs because so many of the traditional technical programs are
closing or downsizing. |
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9)
What do you think about changes occurring in the industry due to
globalization? How has it
affected the way you do business?
Jim: Global competition has put a
lot of pressure on the entire industry to compress delivery times,
add more value to the customer’s process, and to seek longer value
chains, such as going into related services to add more value for
our customers.
Tim: It’s not too technical. What
I say is if people are looking to buy tooling, it was a little
heavier push to do so overseas two years ago than it is now. There
still is a push by all of your major companies to buy tooling
overseas. If, as a U.S. company, we’re going to be doing some of
the product design then we can put a lot of value added features
into the service that they (foreign competitors) can’t. That’s our
competitive advantage. But to go head to head with them on
products that are already fully designed, good luck. They’re going
to get better overseas so we are always looking for ways to
differentiate ourselves.
10) What will the industry look like in 3 to 5 years?
Jim: Consolidations will continue,
and as stated above, we must constantly look for ways to be a
“Service” industry. Actually, manufacturing should be thought of
as a "service" more & more because it is a way to do more for the
customer rather than just mold work. For example, do product
designs, prototype, start up training, mold sample parts – anything
to get the customer up to speed faster. Quick to market is the key
thing. Minco Tool (Meadville, PA) saw this years ago and went 24/7
in their shop to compress delivery times any way they could! It’s
sort of like a "whatever it takes" attitude, so you can do more for
your customer with your customer's customer in mind.
Tim: What Jim said is pretty much
it. Minco was a mold builder first, next thing you know their
molding operations are bigger than their mold making operations.
To some degree you can only go so fast; machining becomes the
fastest part of building a tool anymore, but then you do have to go
through all the rest of the building process, and design can take a
couple of weeks. With computerized systems today, however, we can
compete. Technology is a factor today and it will be 3, 5 or more
years from now. |
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Additional Background Information |
Number of years in business: 38
Current number of employees: 40 
Current square footage (each
location): 40,000 (plus new 15,000-square-foot fixture
manufacturing facility next door)
Additional locations: None at this
time, but the company does have a Sales and Engineering office in
Clarkston, Michigan. Contact: David Athey, Technical Sales, at
248-693-0193
Website:
www.snidermold.com
Types of tools built and/or run:
Compression, injection, low-pressure injection, structural foam,
fixtures, plus mold try-out
Industries served: Automotive,
Marine, Construction, Seating and Materials Handling.
Contact: Tim Mieritz, President
Snider Mold Company
6303 West Industrial Drive
Mequon, WI 53092
Phone: 262-242-0870 |
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