Making Steel Work Harder

In 2006 exports were a fringe activity for this Sheffield-based contract manufacturing specialist. The management team freely admits that moving into foreign markets meant moving out of its comfort zone. But the plan they developed – ambitious, bold and focused – has delivered beyond expectations and ensured the company’s success both abroad and at home.

MTL Group began by setting an ambitious target – to grow sales by at least 20% year-on-year. It underpinned the target with a comprehensive investment plan designed to build the company’s profile, engineering capability and people skills.

Strength and skills

MTL Group recognised early the value of state-of-the-art equipment in the hands of highly-skilled workers. Between 2006 and 2008 it invested around £5 million in new machinery, including a robotic press three times faster and more accurate than the manual system it replaced. “As well as allowing us to meet our increased sales commitments these investments differentiate us from the competition,” says MTL Groups’s Managing Director, Dr Henry Shirman. “That’s especially important when attracting new customers, who have no experience of our skills and expertise. ”The implementation of an extensive Six Sigma programme is being used to improve quality and reduce cost. In addition, NVQs (National Voluntary Qualifications) and apprenticeships have been introduced across the business.. “Our people are the face of MTL Group and it’s critical that customers trust their integrity and ability,” says Shirman.

Building the brand

Though well respected among its UK customer base, the company was virtually unknown elsewhere. MTL Group instigated an international marketing programme to counter its anonymity. It began by undertaking internet-based market research to identify prospective overseas customers, and then used in-language electronic mail shots to reach them. Participation in several exhibitions across Europe and the Middle East, extensive overseas visits and a new web presence have all helped to raise profile and generate sales.

Growing demand

Export sales now represent a significant share of the company’s burgeoning turnover and look set to grow further. In the final quarter of 2009 the company received visits from several blue-chip European manufacturers keen to work with them and the level of overseas enquiries is, according to managing director Henry Shirman, “stronger than it’s ever been”.