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Additive Manufacturing

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Alex Ruiz

on 29 August 2016

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Transcript of Additive Manufacturing

Additive Manufacturing

Market entry strategy
The planned method of delivering goods or services to a new target market and distributing them there. When importing or exporting services, it refers to establishing and managing contracts in a foreign country.
Additive Manufacturing
3D printing and high-tech manufacturing robots

Three-dimensional object from a 3D model or other electronic data sources

Additive processes in which successive layers of material are laid down under computer control

Consolidate metal powders with a laser and electron beam to create a 3dimensional object
Additive Manufacturing
Early AM equipment and materials were developed in the 1980s, but it was not until the 90s when it was associated with the term "3D printing"
Supply chains involved
Footwear example
Strategies for Powder Producers and Machine Manufacturers
Internationalization strategies
4 strategies
New scope for the supply chain
Ways of improving Market Entry Strategies:
Market entry and trade risks
Weather risk
Foreign exchange risk
Liquidity risk
Systematic risk
Global additive manufacturing
A new report has found that the global additive manufacturing market will grow to $3.5 billion by 2017. That represents a compound annual growth rate of 13.5% between 2012 and 2017, according to Markets.
The size of Europe market in the additive manufacturing
Europe accounted for the largest market share of the global additive manufacturing for medical devices market in 2012, followed by North America.
Manufacturer of imaging devices, dot matrix, laser and injection printers, scanners and multifunction devices for both individuals and businesses.
1-Importing and Exporting
EOS has fulfilled this strategy already in big markets like USA´s aviation and medicine
We believe it´s a good idea for expansion in key markets like USA, Europe and developing markets
The property owner maintains control over the brand image
At its start
product development
data visualization
rapid prototyping
specialized manufacturing

Their expansion into production (job production, mass production and distributed manufacturing) has been under development in the decades since.

industrial design
medical industries
Change in Supply chains
Time of transit
Costs of distribution
Assembly and carry
Work with more suppliers

Industries approached
Traditional Model
With Additive Manufacturing
Topics discussed
Market entry strategy
The traditional model of supply chain is tearing apart with AM
Now the supply chain has turned out to be more local
Mass customization
High stock volumes
Long leading times
Printing is now done on demand
The production starts once the client places the order, razing the supply chain
Manufacturer’s company of aluminum, bronze and copper pastes, powders and granules.
Steps to achieve an international expansion
Developing a core strategy, already done by EOS
Internationalizing the core strategy, where EOS is right now
Market positioning strategies
Globalizing that international strategy
Strategy: Use or application of the product.

Increase market’s share and profits.
Product strategies
There is still room for improvement here in new industries and developing countries
Assuming the new franchises will have better offers than local competitors
Using the same strategy in a different market doesn´t mean it will have the same resources
A key for international success
EOS can reap the benefit in additional revenue and exposure to new channels
4-Joint Venture
We believe this gives the biggest chance for EOS to globalize their products
HP just started join venturing programmes with FOXXCONN and has an old time Joint Venture with Samsung so they are not adverse with the idea
HP would also gain Additive Manufacturing technologies expanding their product line
Associating with a 2-D printing market leader like: HP would provide access to the world market and will lead to a bigger budget
concentrate on CUSTOMIZED products and BESPOKE factories
Strategy: Focused on the printing industry in 3D.
Production of different kinds of metal powder.

Become a specialist.
Increase the quality and competitiveness.
M&A strategy
Low volume printing at a high price
Minimal waste
: Additively manufactured parts are created from zero.

: fewer steps and tools, and with a more cost-effective assembly. Flexibility: allows the engineer to make more complex geometries as well as manufacture prototype components.

: materials are better than castings (liquid materials that are poured into a mold and then solidify) and very similar to wrought (working with metal) materials.

: Printed parts can be made lighter than forged parts, which translate for example into lighter jet engines and fuel savings for aircraft.

reducing unit costs, costs associated with tooling work and shipping

Assembly cycle time decreased
new improvement in performance

helps to keep pace with changing
customer demands

Companies are exploring advanced manufacturing techniques to increase

The relationship between consumer and producer

Mass manufacturing- customization
new way of selling and buying products.

Where to invest?
Make the components on site:
Re assembles the system avoiding high volume production facilities and low level assembly workers
Sectors with higher impact
Not financially efficient to ship the products around the globe
Consumer closeness
Gain a competitive edge in the market
First investment to move 3D printers abroad
Short lead times
Reduce inventories and scrap
Since the supply chain has been teared apart, the best way to extent business is to...
Consumer satisfaction, now they receive the order in half time
Acquisition of AVL Metal Powders by EOS.
Strategy of absorption.

Benefits for EOS:
Decrease operations and printing costs
Increase profits
Increase strength, prestige and competitiveness.
Practical implementation
Strategy: Based on the user

Increase competitiveness and market’s power
Profits growth
Market Positioning Strategies
Global leader in the aerospace industry
Strategy: Focused on the manufacture of 3D printers

Become a specialist
Increase quality and competitiveness
Product Strategies
Already have some projects running with EOS
Open up a plant in Bristol due to the high demand close to the EADS headquarters
Win/Win Strategy:
Cut up on transportation costs
Reduce the assembly line
Reduction of weight
Lower CO2 emissions
Strategy of Supply Chain
Get competitiveness in the markets
Greater technology deepening
Reduce the need for collecting information
Reduce risk of producing no demand
Efficiency in production
Reduce costs

Requires big investment
If demand falls Unitary costs will increase
Requires greater coordination of effort
Reduces Operational flexibility
Shorter supply chain
Vertical Integration Strategy
Production Process Improvement
optimum quality
big portofolio
good portofolio
are not recyclable
don`t have high-quality
partenership with North caroline university
improve quality of metal powders
more choises of metals
enviromental quality improve
well listed in international rank
Production process improvement
very well listed the production
recyclabe and friend of environment
machine is unique because double laser sintering
good CAD software, but will be old in a few years
new software CADCAM
provite new softwares in the future
Producing on site
Additive Manufacturing in Footwear industry
Locally based 3D manufacturing
Provides an economy with a great scope to create a wide range of parts
Change from
3D Printing
Applied to the shoe manufacturing process:
machines and materials
application of the process
people involved in it
Create final product
Additive Manufacturing in Footwear industry
Labor costs reduced: Humans vs Low cost advanced robotics
AM in the process AM: the process
Reduce human error in the manufacturing process
+ Hybrids
New Balance shoes with customized 3D printed spikes
What is additive manufacturing?
Supply chains involved
Strategy for Supply Chain partners
Strategies for Powder Producers and Machine Manufacturers
Internationalization strategies
Supply chains targeted to expand business
Rabah Al Taher
Bosco Barrenechea
Gonçalo Fernandes
Antonio Mesquita
Alejandro Ruiz
Paula Suárez
Ana Valderrama

The largest segment in additive manufacturing market is the automotive sector, but the medical market is also a big market.
1. Development of Supply Chain structure

2. Development of new strategies for supply chain partners

3. EOS internationalization process (Hewlett-Packard partnership)

The most problems facing the marketers of additive manufacturing
Generating Awareness and Driving Traffic
Knowing how to Target Effectively
Keeping Up With Marketing Trends and Strategies
EOS is working with many industries:
Aerospace industry
Key growth market in AM industry
Engine, turbine parts and cabin interiors
Material and weight savings lower fuel consumption and CO2 emissions
Design freedom
Light components
Suppliers can respond to customer requirements by offering individualized serial production of parts
Handling and robotic industry
The gripper systems used must always be designed specifically for the product to be transported
Lifestyle products
collaboration with CPM
collaboration with LBM
Sports equipment
Medical science
Crowns, bridges, plastic dental models, removable partial dentures
Implants and disposable surgical instruments
Tools market and prototyping
ideally suited for Rapid Prototyping
degree of design freedom
makes the entire product development process considerably faster

Aircraft production
Functional-driven design

Critical parts or low scale production

High performance and high quality

Complex shapes a machine tool can't generate, i.e. hidden channels

Unprecedented freedom to optimize fuel and air mixing

More than 10,000 highly precise components
- avoid spending time checking quality.

Automotive Industry
Characterized by individuality of automotives.

Parts are built just in time

High scalability in the whole production process
- Assembly lines consist of highly flexible robotics
Eliminate industry costs for material and manpower.

Reduces costs and speeds up construction times

More affordable housing
Blood vessels and even whole organs

Dental pieces

Hearing-aid earpieces

Bone protheses

Electronic Industry
Small size

High precision tools

Technological advance - lifetimes are short
Future On-Demand Manufacturing

Improve output volume

Reduce unit cost

Improve quality control

Minimize the cost and lead time associated with tooling work
Components of the strategy

Steel cast bracket
Optimized titanium bracket
Raw Materials
Over the last 40 years aviation’s challenge has shifted from getting airborne, easily and safely, to providing a more sustainable and cost-efficient flying experience
good develop machines
very good partner using of laser
the design and construction of modern aircraft requires highly developed methods and technologies to meet its challenges.

High quality and optimized product
Direct Metal Laser Sintering
3 pillars
Environmental criteria
Full transcript