Separator's Digest 2004/1 - GEA Westfalia Separator Group

of these success factors represents aconsiderable part of the corporate cultureof Westfalia Separator. A culturecharacterized by momentum, innovativeability, and the willingness toimprove continually and cooperatewith colleagues for the benefit of all.1. Technology leadershipBy way of customer-oriented innovationsfor products as well as for theproduction processes of customers,Westfalia Separator aims to becomethe clear market, cost and technologyleader in its core area of competence,namely mechanical separation technology.Westfalia Separator concentrateson what the company is best at doing:producing, selling and servicing separatorsand decanters. Westfalia Separatorhas clearly become the technologyleader. The company also wishes toprovide maximum value for money toits customers.2. Life cycle benefitWestfalia Separator sells its productson a value-oriented and not on a priceorientedbasis. If price pressure increases,more service has to be provided.Dialog with the customer is so importantthat the company assumes its ownresponsibility for world-wide marketingand does not delegate this responsibilityto third parties. WestfaliaSeparator offers its customers a lifecycle benefit for the entire life of theproduct. This benefit is greater thanthe benefit provided by the company’scompetitors. This approach imposesstringent demands on the quality ofadvice provided by Westfalia salesengineers. Accordingly, the companymaintains direct contact with its customersin more than 47 subsidiaries throughoutthe world.3. Entrepreneuriallythinking employeesEmployees who think and act entrepreneuriallyidentify significantly withthe company’s aims. The success factorsdescribed above achieve their maximumimpact only if this strategic focusis developed, experienced and implementedby all employees.4. Maximum qualityThe company’s competitiveness, andthat of its customers, is assured bymaximising the quality of the productsand processes. High quality and lowquality costs have for many years beena major competitive advantage of thecompany. A quality assurancesystem employed throughoutthe world, certified in accordancewith DIN ISO 9001, ensuresthat this will continue.5. Core competenceWestfalia Separator concentrates onthe core areas of manufacturing, sellingand servicing separators anddecanter models. Westfalia Separatoroffers its customers what it can dobest, and has now been doing so formore than 110 years: production andprocess know-how for centrifuges.6. Cost awarenessCost awareness in all areas not onlyboosts the earnings and financialstrength of the company; it also formsthe basis of sustainableand successfulPeter Arensmarketing. The simpleprinciple that everyoneobserves pri-and Multi Mediavately – avoiding unnecessaryexpenseand reducing costsMarketing, Business CommunicationWestfalia Separator AG, OeldeTel.: + 49 25 22/77-26 92arens.peter@gea-westfalia.dewhere possible – is also applicable tothe same extent for daily life in a company.Only with pronounced cost awarenessis a company in a position to provideits customers with products for areasonable price and to thus providethem with a benefit.7. Absolute customerorientationWestfalia relies on its customers to paythe wages and salaries of its employees.For this reason, all actions focus oncustomers, and in particular customerbenefits that can be produced. If therewere no customers, there would be noWestfalia Separator, so absolute customerorientation has become the normthroughout the company.WECARECustomers Are Really Everything!8. Responsibility awarenessWestfalia Separator is a companyaware of its responsibility in societyand towards the environment. As anenvironment-certified company, thecompany has a permanent obligationto make proper use of the environmentand the limited resources. Thesesuccess factors have been anchoredpermanently within the company andare experienced accordingly by WestfaliaSeparator employees. ■Topical5Separator´s Digest 1/2004