COMPANY PROFILE
2014
Apex
Cordset Technologies
The right connections
company profile
The right connections Editorial: Colin Chinery and Christian Jordan Production: Chris Bolderstone
Innovation and rapid response have grown Apex into sector leader in the specialised plug and connector market. But great connections may need smart adapters, and Operations Director Christos Gerasis tells Industry SA how the business has adjusted to economic and market challenges.
A controlled detonation in a mine, the 24/7 functioning of a complex office IT system, an incubator in a hospital delivery room; in each situation Apex Cordsets, the Benoni-based brand for specialised plug and connector systems and wire harnesses plays a crucial role. “Our ability to provide products of the highest quality in a cost effective and efficient manner as well as our culture of striving for perfection has allowed us to be selected as a preferred supplier,” says Operations Director, Christos Gerasis. From its formation in 1986, Apex quickly established itself as a manufacturer of specialised, data, audio and video cable assemblies for the manufacturing industry, with quality and outstanding turnaround times giving competitive edge notably in the white appliance sector.
PAGE 2 may 14
By 1989 Apex had expanded into electronic detonator cable assemblies, reinforcing a commitment to continuous development as well as its position as solution provider to a wide range of client challenges. Since then Apex has expanded through acquisitions and partnerships to become South Africa’s leading manufacturer of moulded plugs, cordsets, wire harnesses and extension cords – and in the electronic detonator cable assembly niche, supplier to some of the largest initiating companies in the world.
SECTOR LEADER Its close relationship with Detnet, the Modderfontein-based world leader in blast electronic initiation systems for the mining
Apex Cordset Technologies
industry, started in 1994 with Apex supplying electronic detonator wire harnesses. The resulting increase in efficiency and competitiveness in the years following has propelled them to sector market leaders. “We always offer value to our customers by providing them with high quality products, extraordinary service, all in a cost effective package. “Another feature of our business is the ability to adapt to their needs as well as having the knowledge and expertise to provide alternative solutions for our customers’ ever-changing requirements. “In cases where our clients require their own unique products and designs, we offer a total solution - from design and development through to manufacture and product supply.”
Apex’s strong value base is built on the integrity and trust that comes through developing strong relationships between employees, suppliers and customers, “and this has been the foundation of our success,” says Gerasis. “We generate appreciation and loyalty from all our stakeholders by educating them about safety and performance-related issues on Apex products, as well as the effects they have on consumers and the environment.” A staff of over 500 is employed across five manufacturing divisions - Apex Leads, Kosmolink, Pintek, Evrotek and EDCAP - and Mr Gerasis points to a core reason for outstanding success – Apex’s five P’s of Ethics in Business – Purpose, Pride, Patience, Persistence and Perspective.
may 14 PAGE 3
company profile THE FIVE P’S Apex’s five P’s form part of the company’s unique business strategy and focus heavily on both internal and external stakeholders. A business strategy, vitally important for success in the modern business environment, is the means by which a company sets out to achieve its desired ends. It can simply be described as a long-term business planning. Typically a business strategy will cover a period of about three to five years but can sometimes last even longer. Gerasis says that Apex looks to do all business with the five P’s of it strategy firmly in the forefront of its mindset; a method that has so far resulted in nothing but success. “Our PURPOSE is to become the provider of safe, reliable and cost-effective products that will provide a fair return to all stakeholders. “We have a management commitment to imprint a culture of PRIDE in all that we are defined to do. This includes everything from keeping our floors clean to providing our customers with products to which we are proud to attach our Signature of Guarantee.
MULTIPLUG MARKETING
To the management and staff of Apex Powercord, Multiplug Marketing would like to express their sincere thanks for all the loyal support Apex Powercord has given to Multiplug and local manufacturers over the past 20 plus years. Long may we continue to offer the quality and service that is both demanded and deserved from Apex Powercord
MULTIPLUG MARKETING MANUFACTURERS OF QUALITY ELECTRICAL ACCESSORIES
MULTIPLUG MARKETING IS A LEVEL 1 BEE COMPANY
PHONE: 011 025 4070 FAX: 011 432 1793
EMAIL: multiplug@worldonline.co.za
PAGE 4 may 14
“As our business plans and models are long term, we realise and understand that these require constant review and modification. We also accept there may be occasions where short-term losses are unavoidable in order to ensure long-term gains. This requires foresight and PATIENCE. “And no matter how well worded our mission and vision statement, unless we display PERSISTENCE through our actions and stand by our views, it won’t be worth the paper it’s written on. “The Apex management realises the importance of calling time-out and taking a step back to evaluate where we are and where we are headed in relation to our original goals. It is this PERSPECTIVE that provides guidance as to whether or not these goals remain the same.” In response to changing market conditions post2008 and the global recession, Apex realised that to maintain leadership in the local market it had to redefine short and medium term strategies. “As a part of the exercise, the management invited a team of MBA students from the University of Cape Town’s Business School to conduct an in-depth study of the business and possible growth strategies. And out of this we have
METALCHEM
Apex Cordset Technologies
PLANT AND EQUIPMENT
Fully automatic and manual electroplating and metal finishing plants designed and built at our facility. • Plating barrels • Siko pumps • Rectifiers • Heaters • Spin dryers • Filter and filter media • Titanium baskets and anode bags • Fully automatic and batch treatment effluent plants
Phone
011 609 3061 Email
sales@metalchem.co.za repositioned ourselves as a manufacturer of major brands. “This brought about a design and innovation culture within the business which is still in its infancy stage. Meantime we have however managed to provide growth through the launch of several new products. Electronic detonator cable assemblies for example, provided solid growth from 2010 through to 2012 in excess of 15% year on year,” explains Gerasis.
CONSTANT INNOVATION To promote and grow the Apex Cordset Technologies brand, the innovative design team is working on both new and existing products, some in the final stage of testing and approval by regulatory authorities. The last twelve months have been challenging however, with some customers going into liquidation or moving into business rescue owing to the economic conditions. “With the ever-growing demand for innovative solutions compounded by increasing competition and rising costs of manufacture, we are expecting
tough times ahead. Underperforming emerging markets and rumblings among trade unions further puts a damper on the immediate future.
“As our business plans and models are long term, we realise and understand that these require constant review and modification” “Yet although various industries are under pressure, there are still opportunities for growth, and our emphasis will be on controlling costs whilst being alert to new opportunities and adapting to the changing global environment,” says Gerasis. Apex has recently launched a full range of extension reels and high level power surge multi
MAY 14 PAGE5
company profile
plugs which it believes will expand market share in the retail and OEM sectors throughout 2014.
“Our ability to provide products of the highest quality in a cost effective and efficient manner as well as our culture of striving for perfection has allowed us to be selected as a preferred supplier” “We are also planning on two Customer Brand launches which should also provide further growth for the coming year. “In addition, we have earmarked a number of very
PAGE 6 may 14
exciting new projects, including the construction of a 7000 square metre production facility producing exclusive branded products,” explains Gerasis.
NEW HEIGHTS With these exciting plans for the future allowing for genuine optimism, Gerasis says that the company will continue with its robust focus on customer satisfaction. “We are constantly striving to achieve our goals and reaching new heights, and through our research and development we aim to expand our product range to provide our customers with a complete one stop solution to their product needs,” he says. “We have established ourselves in this very competitive market by being very conscious of these requirements and being able to deliver large
Apex Cordset Technologies volumes on time whilst maintaining the highest possible quality.” The company holds the vision of becoming the preferred supplier of the entire range of plug and connector systems globally and Gerasis says that this will be achieved by delivering products of the highest quality and safety standards and pursuing excellence in the service offered to customers. “All things being equal, and with the knowledge gained through our past experiences, we confidently anticipate achieving our projected growth target.” As long as Apex sticks to its tried and tested methods and stays true to its values and vision then there is no reason why this innovative company, supplying vitally important products, cannot go on to achieve its intention. “Our motto has always been to approach our work in an informed and knowledgeable manner. This is demonstrated by thoroughness, competence, flexibility, dependability and efficiency with which we deliver on our customers’ demands,” concludes Gerasis.
.
“…we have earmarked a number of very exciting new projects, including the construction of a 7000 square metre production facility producing exclusive branded products”
PVC COMPOUNDS Your partners in PVC Compounding Our product range includes : Film & Foil grades Cable grades Bottle grades Flexible injection moulding
Flexible extrusion Rigid injection moulding Rigid extrusion
Sales and Marketing : Ken Price Tel : +27 11 933 3200 Fax : +27 11 933 3306 Email : ken@alphaplast.co.za
118 Gibbs Rd, Devland, Johannesburg 1832
Contact Alpha Plast :
For all your compound needs
MAY 14 PAGE7
www.apex-leads.co.za +27 (0) 11 746 7300
(0)1603 618 000 info@industrysa.com East Coast Promotions Ltd, Ferndale Business Centre, 1 Exeter Street. Norwich, Norfolk NR2 4QB