COMPANY PROFILE
2013
Beekman On top of the competition
COMPANY REPORT
On top of the competition Editorial: Lauren Grey Production: Janis Billington Beekman Super Canopies, one of three major canopy manufacturers in South Africa, is renowned for its superior product quality and excellent customer service. The company was awarded the Getaway Readers Choice Award in 2012 in the Canopies category, and has recently made plans for its future growth strategy, IndustrySA finds out more.
South Africa’s vehicle and component manufacturing industries faced significant challenges this year, with labour strikes estimated to have caused a production revenue loss of around R20 billion at a vehicle manufacturing level. In a press release issued by the National Association of Automobile Manufacturers of South Africa (NAAMA), President Dr Johan Van Zyl said that the strike action had damaged South Africa’s status as a reliable supplier to the international export markets. Van Zyl also said that with vehicle and automotive component manufacturing sectors accounting for approximately 30% of South Africa’s manufacturing output, the strike would inevitably result in lower economic growth. However, with much of the strike action settled and production lines back up and running, many companies are working hard to redeem the industry and repair the damage caused to the country’s foreign investment prospects.
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INDUSTRY LEADER Leading by example in a recently troubled industry, South Africa’s Beekman Super Canopies has shown true business excellence and reliability since inception; reinforcing the country’s capability to manufacture quality automotive components. Established in the Western Cape in 1977, Beekman started as a family business manufacturing fibreglass vehicle canopies for the local market, it remained very much a family business until the Imperial Group obtained a 51% share in 2006, which grew to 100% two years later. Beekman is one of three major canopy manufacturers and distributors in South Africa, with an 18% share in the market nationally, and a 37% share in the Western, Northern and Eastern Cape. With over 400 employees, Beekman is well established in South Africa and known for products of high quality and reliability. To ensure consistent high levels of quality amongst its employees, Beekman has a MerSETA accredited training school which trains 40 people a year. Twice a year groups of 20 unemployed people are put
BEEKMAN SUPER CANOPIES
through training in fibre-glass production processes, as well as life skills and personal finance. On qualification, the individuals receive a MerSETA certificate, and 70% of these individuals are employed in the Beekman factory.
FACILITIES Beekman manufacture and distribute 16,500 canopies a year and offers a range of 120 models which are used by vehicle manufacturers such as Mitsubishi, Toyota, Nissan and Isuzu to enhance their bakkies; providing a durable extension to the vehicle that protects cargo and adds transport capabilities. Canopies have become increasingly popular in South Africa, mainly for storage and improved security but also because people are choosing to buy a bakkie as a lifestyle vehicle; allowing owners to use it on a day-to-day basis, but also for excursions at weekends. Of the 80,000 – 90,000 bakkies sold annually, a large percentage are fitted with canopies, of which Beekman is a direct supplier. The company also caters for older model bakkies, as well as supplying accessories such as lights,
window tinting and bakkie lids. Most of Beekman’s products are manufactured at its plant in Cape Town which has been awarded ISO 90012008 certification and Managing Director, Kobus Stander, says he is ‘very proud’, “We are extremely proud of our manufacturing plant in Cape Town, as we were recently awarded ISO 9001-2008 certification. All our manufacturing processes and quality controls meet international standards,” he said in a statement. Beekman is OEM approved for leading manufacturers and works on the DSO (distribution systems operator) system and is the only canopy manufacturer in South Africa with ISO accreditation. In the Cape, Beekman has a research and development division and a styling department, which operates in conjunction with acknowledged experts in the field, Jurgens Caravans, also part of the Imperial Group. In total, Beekman has eight depots, one fitment centre in Randburg and 36 independent agents around the country. Its products carry a comprehensive two year factory warranty on the fiberglass shell and one year on the mechanical items.
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COMPANY REPORT
GROWTH STRATEGY Subsequent to its continuing success in South Africa, Beekman is now looking to grow its market share by establishing stand-alone sales and fitment centres, with its first in Randburg. Business Development Manager, Chris van der Westhuizen says that the main focus is to provide on-site fitment and services to dealers and to the public within a radius of 15 to 20km around Randburg, Krugersdorp, Benoni, Bethal and Pretoria. It is hoped that being within a close proximity to motor dealerships will help grow the Beekman brand. “We are extremely excited about our new fitment centre concept store which we have just opened in Randburg… exciting times lie ahead. We focus on delivering exceptional quality and service” he said in a statement. Van der Westhuizen also said that he is intent on expanding the Beekman accessory product line through the Randburg fitment centre. Also commenting on the new fitment centres, Imperial Automotive Retail CEO, Philip Michaux told Business Day Live that he was “supportive of the initiative” and was looking at further areas for development. “I am also supportive of the initiative to develop stand-alone Beekman Super Canopy sales and fitment centres in convenient locations and we are looking at
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further suitable areas for this type of development. “We are always looking for new business opportunities in this line and among our recent developments are an increased range of top quality executive glass fibre canopies and the introduction of a range of very well finished steel canopies sourced from Thailand. We aim to remain at the leading edge of technology as we grow the Beekman business.”
READER’S CHOICE AWARD Beekman was recognised for its high-quality products and services in 2012, when it was awarded the Getaway Reader’s Choice award, after being selected as the readers’ favourite brand in the Canopies category. In a statement, Beekman thanked its agents for their commitment to the brand, “We thank all our fitment centres and agents in Southern Africa for their commitment to the brand and ensuring we deliver superior product and service to our clientele.”
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“We are extremely excited about our new fitment centre concept store which we have just opened in Randburg… Exciting times lie ahead”
Maxe Stainless Steel
Proudly South African Founded in 1981,Howick Metal Productshas established itself as one of South Africa’s leading manufacturers and distributors of Architectural Hardware and Ironmongery, including purpose made products, to suit your requirements, in Aluminium and Brass. By partnering with us for all your Aluminium and Brass requirements, we can work along side you to develop the correct product to increase your business performance, therefore giving you a competitive advantage in the market place. We also brand customers products with their Logo, which in turn portrays ,they only supply
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