Page 16 - KWH Group – Annual Review 2016

Market segmentsMirka’s most important market segments are the automotive aftermarket, manufacturing industry (OEM), woodworking and trade sec- tor, as well as the business development unit for micro nishing and polishing.Mirka is one of the leading players worldwide in the automotive aftermarket and manu- facturing industry. This has been achieved by adopting a niche strategy of focusing on top-quality and unique products. The wood- working and trade sector focuses on small and medium-sized customers in businesses such as joinery and construction. The dust- free system and the net products are be- coming increasingly important. The electric sanders, especially the Mirka DEROS range, are strengthening the brand in every sector.Engineered Surface Finishing (ESF) is a new development area for micro nishing and polishing. Mirka’s focused and strong busi- ness development strategy is enabling Mirka to target new and exciting industries and segments. The production of electronics and communications equipment in particular isbecoming increasingly important, and Mir- ka’s abrasive solutions are being adopted by established, global producers.Continuous development leads to growth and pro tabilityMirka’s operation is based on constant im- provement focusing on customers’ needs.Despite increasing uncertainty in the market, Mirka’s growth is continuing to exceed the sector average, largely thanks to the added value that Mirka’s abrasive solutions offer the customer.Mirka’s abrasive systems and unique prod- ucts help improve customers’ pro tability, an increasingly important factor in very com- petitive industries. That is why Mirka has a reputation as a highly-innovative company. During 2016, Mirka again increased its mar- ket shares thanks to a strong focus on total solutions rather than individual products.The dust-free system and the net products are becoming increasingly important. The1144