Joanne Cooke took on the role of Sandvik Construction Product Area Equipment Business President in February 2015. She’s been tasked with making the Swedish quarrying and construction product giant a more profitable and cost-efficient big-hitter amid increasingly fierce international competition within its sector of the market, while, concurrently, retaining the company’s traditionally strong customer-focused approach to doing business. Aggregates Business Europe Editor Guy Woodford caught up on her progress.
Having joined
Now responsible for the performance of the firm’s flagship crushing, screening, drilling/tunnelling and breaking product ranges, as well as the new Customer Services, Cooke has a key role within Sandvik Construction – a 2,800-employee division of Sandvik which last year posted just over €900 million (SEK 8,600 million) of sales revenues.
“In 2015 our utmost priority has been to stabilise and improve the performance of the Construction business,” stresses Cooke. “When we achieve our targets we will be able to target those areas of most potential. Our focus is to do a better job every day for our customers. If we do this properly we will be able to develop sources of new business whenever our customers are ready to invest.
“We have held our market share generally, however the market is relatively low when compared to before the global economic crisis. We are adjusting to the new lower stable level. The pre-crisis period [pre-2008] was an over inflated period that resulted in a huge destocking situation.
“Even when the total market is flat, there are pockets, either geographically or in business segments, of growth. We will make sure we are not missing out the chances to serve those growing pockets. Vitally however, we are keen to improve levels of service to our existing customers who have proved to be very loyal even during the toughest times.”
Cooke points to North America, India and parts of Europe – such as the UK and Scandinavia – where infrastructure spending is starting to gain momentum as among the pockets of growth within what remains a tough global sales market.
But given the intense competition of rival international quarrying and aggregate-related product manufacturers, how will Sandvik Construction and its crucial Product Area Equipment portfolio stand out in order to capture vital sales growth opportunities?
“We possess engineering excellence which, when combined with a long standing emphasis on R&D and a global focus on our customers real requirements enables us to bring new products to market rapidly,” explains Cooke. “These products have been developed as they are what our customers tell us they want and need. Each of our product lines has seen some great new additions to our offering: CH550, CH540 cone crushers, DX drills, DG drills and rock tools, as well as new generation impactors, mobile screens and breakers.
“Additionally, we have been at the forefront of the development of environmental protection and energy efficiency systems for our equipment. As well as being good for the planet they also improve operational productivity, enabling our customers to focus on operating their businesses.
“Our focus has always been to create the right product and service packages which help our customers to maximise their business performance, be it productivity, cost-efficiency, or profitability. If we manage to continue with this, and it is met with customers’ acceptance, we feel that growth will come from our in-built customer focus.”
Cooke believes that the early-2015 switch of Sandvik Construction’s mobile crushing and screening business from a site equivalent in size to a dozen football pitches in Swadlincote, county Derbyshire, England, to a smaller site in Ballygawley, County Tyrone, Northern Ireland, was a smart move.
“For the mobile crushing & screening business it was important to reduce the footprint. Demand is at a healthy level to ensure a viable business and a strong platform for leveraging future growth.”
The senior Sandvik Construction executive does not also rule out any further relocating of other parts of the business. “Our footprint along with product offering will constantly be reviewed for further opportunities to improve our competitiveness,” she says.
Cooke believes that Sandvik Construction’s “equipment, expertise, engineering excellence, and support systems” will enable the company to capitalise on a rise in popularity of modular crushing and screening solutions.
To capture these and other growth opportunities, and retain new business, a big international quarrying and aggregate industry player such as Sandvik Construction needs to have an effective dealership and aftermarket capability.
“Not all our customer contact is carried out by dealers. We also possess a sales and distribution channel through our own regional offices. These also support the dealers where it is more appropriate to use local companies,” explains Cooke. “In effect our strategy is one of local knowledge and global coverage. It is a question of supplying a solution that provides the most effective service to our customers. Our goal is to secure the uptime and productivity of customer equipment and by providing access to local application experts, product specialists and technicians we are able to ensure customers have the right product for the conditions they are operating in. This is a continuing process and one that, in effect, never stops.”
Cooke says the sale of a piece of crushing, screening, drilling or breaking equipment is “only the beginning of Sandvik Construction’s relationship with its customers”. She adds: “We maintain close and proactive contact to ensure their equipment operates at peak efficiency. Spare part and service availability ensure operational efficiency as do our process experts who help ensure that firstly the right equipment for the problem is supplied, and secondly, look to see how it can be improved further.”
In answering questions posed by Aggregates Business Europe, Cooke gives the distinct impression of being something of an oxymoron: the ambitious realist; accepting that it’s a tough trading market but hell-bent on finding ways to drive Sandvik Construction and her own Product Area Equipment range forward.
“Finance is my background and profession but I am mostly inspired by working close to the people in the business and finding ways to harness that experience and talent to improve our business. I have had the privilege to drive and experience many change programmes that have enabled me to find the best ways to support the organisation to ensure a successful implementation. Being in a Business Controller role within Sandvik is a unique opportunity to be close to the business and provide a platform to move towards general management. Prior to Sandvik I spent four years with a construction company in England; the business was to build and sell residential homes. It was a good early experience in how to handle long-term contracts, financing and understand the needs of sub-contractors.”
The same energy and drive she brings to her work at Sandvik Construction is also evident in how she spends her precious free time away from the office. “I like to travel and spend time with family and friends. I am active, enjoy cycling and running and generally being outdoors. Most of all I love to try new experiences, mostly action-related activities, and love the thrill of the unknown. Learning something new also motivates me. I guess this approach and attitude helps me to face uncertainty at work and see opportunities to improve the business.”
