"Working Against Delivery Factor"

Mr. S.Anantharaman, Sennebogen
German crane major Sennebogen, has been facing good lot of serious trade enquiries for its cranes from the Indian construction market. However, with its order book full till the period of 2009 the company has fallen short to make the queries materialized. In an interview to P.P Basistha, Mr. S.Anantharaman, Business-coordinator India for Sennebogen spelt out the strategy taken to counter the delivery factor working against the company for the Indian market.

With order books full, how is the company looking to meet the demand requirement of the Indian market?
To counter the demand factor working against us we are laying total emphasis on the dissemination of knowledge on the refined technical features of our cranes, for use in construction application. Although, Sennebogen brand and the features of its cranes is well acclaimed in the Indian construction market, increased knowledge spread would strengthen the brand image of the company and its products.

But critically, how are you trying to address the supply side constraints?
Sennebogen's crane line division
We are coming up with a new plant in Germany at Straubing, close to Sennebogen's crane line division. The new plant in the long run would go on to check the supply side constraints.

We are looking for selling the knowledge concept of crawler telescopic cranes in India. Sennebogen is globally acclaimed as a manufacturer of crawler telescopic cranes. The company has its name in crawler telescopic cranes much owing to the refined features as compared to other manufacturers.

Crawler telescopic cranes are much competitive in their application as compare to crawler lattice boom cranes or rough terrain cranes. The crane even scores over all terrain cranes owing to its pricing component.

Our crawler telescopic cranes have better grip. This enables the cranes to provide the operational advantage of a rough terrain crane. The unique feature of the crane is its low cycle time. The crane has pick-n-carry advantages. It can locate and place the load at a quicker time. Overall, to run the cranes additional stabilizers are not required. And given the features the cranes can be used for all kind of construction lifting applications.

More on technical features, what makes Sennebogen products competitive?
In tune with German technology, Sennebogen’s cranes have better operating features. The in–built features of the machines ensures its longevity, consistent performance and reliability. To provide longevity and consistent output, the machines are manufactured with special grade materials to provide ruggedness.

Every component used in the machine is sized to provide higher output then the desired levels. This goes on to make the machines much ideal for Indian construction applications. The machines are equipped with added safety features and have minimum electronic, yet refined control systems for easy operation.

Being equipped with rugged features along with superior technical features to ensure consistent performance, provides the ideal resell value for the products making them competitive and reliable in their entirety.

Role of Ve Spec Consultants and business coordinator?
Our role is to act as a coordinating agent in between the dealers and principals. We provide necessary information on the company’s products to the dealers. This is so as to enable them to provide appropriate briefing to the customers about the products. On the other hand, our role is also to provide market information to the parents on its requirements etc.

Overall, we also take care of identifying at the right platforms for spreading information on Sennebogen's products and its applications.

Number of dealers engaged by Sennebogen in the country?
Presently, we have two dealers, one in Delhi, Alpha Technical Services and other is Maco Corporation in Kolkata.

We are providing extensive training to the dealer on the machine, so as to enable him to provide complete training to the end users operator. Moreover, a continuous service training is provided by us to the dealers to the operator of the machine during its course of operation at the site project.

To make dealers better equipped for providing efficient training to the customers, we engage dealers having experience in selling and providing service support to mobile hydraulic construction equipment as a prerequisite.
NBMCW April 2008
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