Samsung, Hyundai, Kia, Daewoo, LG... - Cherry Corporation

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TECHNOLOGY CONTEST – “THE BEST PRODUCTION PLANT” THE NE BOSSES SPORER (left), MURMANN Revenues grown a full fivefold within ten years 84 WIRTSCHAFTSWOCHE I 7.4.2005 I NR.15 CHERRY* Operational strategy Product development Supply chain management Organisation and personnel Service and partner management Continuous improvement *Auerbach plant Deficient Adequate Satisfactory Good Excellent
XT WAVE Germany’s top plants use intelligent production concepts to face down the low-wage competition and build on their market standing. 1. They do still exist: German production plants that are growing strongly, are highly profitable and create jobs. Cherry GmbH in Auerbach, the German site of US corporate founder Walter Cherry north of Nuremberg, is one example. Originally famous for its computer keyboards, the company today earns around half of its revenues with car electronics. They control seat adjustment systems, brake cylinders and door locks, check that seat belts are fastened or what position the gear lever for the automatic gearbox is in. Revenues have multiplied more than fivefold to over 100 million within ten years and the “Oberpfälzer” have become one of the industry’s key suppliers. “At least one of our products is installed in four of every five new cars on Europe’s roads,” reports managing director Günter Murmann proudly. The people in Auerbach worked hard and purposefully to achieve their success. The key factors: despite being a supplier working from the second row and delivering parts directly to the car manufacturers only in exceptional cases, Cherry has exploited the trend towards more and more electronics in cars to become a partner in great demand thanks to its particular know-how. For its customers, among them major system suppliers such as Valeo, Brose and Kiekert, the company 1.PLATZ SPECIAL PLANT OF THE FUTURE 84 COMPETITION: “BEST PRODUCTION PLANT” The winners’ strategy for success 88 Conference: Production elite to meet in Nuremberg 91 France: The winners from across the border 94 PRODUCTION The secret of Toyota’s success 98 Interview Mentor Miura on the perfect production plant develops tailor-made solutions, making itself indispensable to them with a constant stream of new products. “We’re more than just a development partner” emphasizes plant manager Norbert Sporer, “We drive the process”. With their innovations, the people in Auerbach concentrate on partners and business segments with high potential growth. For instance, they’re presently working on getting into business with leading Japanese carmakers. They offer ever more complex modules and components to benefit from a higher value creation share. They deliver quality at competitive cost. Two newly established plants in the Czech Republic and the Ukraine contribute by manufacturing simpler products with high manual work content. The shift was not at the expense of Auerbach however. The workforce there has since grown by 150 to 1300 employees. “Germany as a manufacturing location is by no means at risk”, assures Murmann. The jurors of Insead business school in Fontainebleau, near Paris, and the Scientific University for Enterprise Leadership (WHU) in Vallendar, close to Koblenz, were impressed by so much determination, drive and imagination. They selected Cherry as the overall winner in Germany (see inset) in the “Best Production Plant” contest. Europe’s demanding benchmark for production operations, staged together with the business magazine “Wirtschaftswoche” and the French trade NR.15I 7.4.2005 I WIRTSCHAFTSWOCHE FOTO: ROBERT BREMBECK FÜR WIRTSCHAFTSWOCHE 85
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Samsung, Hyundai, Kia, Daewoo, LG... - Cherry Corporation

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