DMG / MORI SEIKI: Global expansion through partnerships

One of the more interesting areas to look at when analysing multinational companies are the different expansion strategies they apply when entering into a new global market. History is full of examples of attempted business failures with companies expanding into places like China, South East Asia and even parts of Europe. However, when we look at some of the success stories in the area of global expansion, it’s hard not to find DMG / MORI SEIKI as a shining example. At the MTA 2012 Exhibition in HCMC Vietnam Anthony Evans of International Metalworking News for Asia (IMNA) caught up with Christian Braun, Managing Director of DMG / MORI SEIKI South East Asia and asked him about the company, their products, and the reasons for DMG / MORI SEIKI’s amazing success in recent years.

IMNA: Could you give us some background on DMG / MORI SEIKI and your operations here in South East Asia.

BRAUN: DMG / MORI SEIKI handle the sales and service of two world leading manufacturers of machine tools, GILDEMEISTER in Germany and the Japanese based company Mori Seiki. Over the years, both had developed a number of strategic partnerships, before they started their cooperation from 2009 onwards. Overall we have more than 10,000 employees internationally and a yearly revenue of about 3.2 billion EURO, which makes us one of the leading companies in the market. My area of responsibility is managing the South East Asian region, which follows the overall strategy of being close to our customers with direct sales and high quality sales and service teams in the region.

IMNA: German companies operating in Asia I’ve spoken to over the years pride themselves on maintaining their manufacturing facilities in Germany; however DMG / MORI SEIKI doesn’t seem to follow this strategy.

BRAUN: I’m not of the opinion that you only have to focus on Germany. Of cause we pride ourselves on our German roots, and we believe it’s important to stick to your roots; German engineering is known and respected worldwide. But don’t forget that Japanese engineering is also of high international quality. But regardless of our roots however, it’s important for us tojordan Release Dates