More than Just Pencils: Special Graphite for the Process Industry

Frank Wittchen, Process Systems Business Unit Manager at SGL Carbon, is convinced that the BU is currently Number 1 in the market and is driving the market forward with its specialized process expertise in heat transfer technology and handling of corrosive media. Energy saving is on of the key success factors.

Your Process Systems Business Unit recently acquired the largest single order in the company’s history. What did you do right?

Wittchen: Our bid was selected because our process consumes 45% less energy than the solutions offered by our competitors. The Chinese customer specifically mentioned this critical aspect when the contract was signed.

Your intention is to drive the market forward and play a proactive role. What exactly do you mean by that?

Wittchen: The 3D strategy which we introduced in 2009 means that we want to market our new products in every region of the world, launch innovative products and target new sectors of industry. To do that, we have taken a close look at the industries which make up our existing customer base and have identified the 20 largest companies and market leaders. We have visited all the companies which are not doing any business with and have presented our entire portfolio.

Have you been successful?

Wittchen: We are now working closely with the market leaders and above all we have been able to attract many new customers. For me, that is always a key indicator which tells me whether we are driving the market or are being driven by the market. Today, we are clearly Number 1 in the market. That was not the case five years ago.

With whom do you compare yourself?

Wittchen: When you are talking about HCl synthesis and heat exchangers, the French company Mersen is our main competitor, despite the fact that there is clear differentiation in engineering expertise and project management. In the pump and heat exchanger sector, we compete will all companies that manufacture metal-based equipment, because we see substitution potential in the peripheral segments. However, we primarily operate in a niche market and see ourselves as a backward-integrated company.

What is your relationship with EPCs?

Wittchen: We are a systems and equipment supplier. Except in exceptional circumstances, we combine engineering services with system supply, as was the case on the QSL project. We see our role as complementing EPCs and/or end customers. In the past, we have always had an excellent working relationship with the EPCs who welcome the fact that we take responsibility for problems related to corrosion and high temperatures.