Featured November 12,  2004

Case Study Archives

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!

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. 

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.

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.

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.

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. 

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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