Emrah Titiz, Global Sales Director, Kanthal."My main responsibility is to secure our commercial success globally, in alignment with Kanthal's strategic direction," explains Titiz. His daily activities blend strategic planning, team leadership, and market analysis. "It's always a balance between the immediate tasks at hand and the long-term horizons we aim for as a company. It's about navigating the present while plotting our future direction and the factors we need to consider", he adds.

Building on this foundation, let’s explore how Kanthal is adapting in the sales field to meet current demands, uncover new market opportunities, and leverage innovative technologies to maintain its industry leadership.  

Market dynamics and our response 

The electrification revolution is gathering pace as companies worldwide adopt it as the most effective solution to reducing carbon footprints and enhancing process efficiency. Titiz emphasizes that this places Kanthal in a unique position. He classifies the opportunities presented by the electrification trend into three distinct categories: 

1. Existing Business: "These customers recognize the energy efficiency and benefits of electrical heating," Titiz notes. This existing base provides a stable platform for growth as these clients expand their use of electrical solutions. 

"Kanthal can benefit from this shift in well-known applications within segments such as furnace and machinery, metals, and transportation, including automotive," he adds. 

2. Sustainability push: "Motivated by sustainability, the shift to electrification in industries like lithium-ion battery production opens up new prospects for electrical heating solutions. However, companies often encounter difficulties when trying to make this change due to uncertainty about how to transition effectively," Titiz explains. 

He emphasizes the essential role of Kanthal in offering guidance and support to help customers navigate the shift to electrical heating.

3. Future developments: "Upcoming processes and production lines will require large-scale electrical heating solutions and Kanthal is gearing up to meet these demands," states Titiz. 

Leveraging strengths and opportunities

Our technical expertise and understanding of the business and products are unparalleled.

As Kanthal navigates the volatile industrial heating market, understanding and tapping into its strengths, as well as capitalizing on emerging opportunities, becomes imperative. 

Titiz outlines Kanthal's current position and future readiness. 

• Brand image: "Our strong brand recognition positions us well to lead in the global market."
• Technical know-how: "Our technical expertise and understanding of the business and products are unparalleled."
• Competent workforce: "A highly skilled and competent workforce that drives our innovation."
• Global footprint: "Our global presence allows us to cater to diverse markets and customer needs."
• Rapid electrification: "The proliferation of industrial electrical heating opens significant opportunities for us."
• New processes/production techniques: "Emerging technologies and production methods requiring electrical heating present new avenues for growth." 

By effectively utilizing these strengths and opportunities, Kanthal is well-positioned to maintain its leadership in the electric industrial heating market and drive continued growth and innovation. 

The way forward 

With our strengths and opportunities clearly identified, the next logical step is to outline our future actions to maintain our leadership in the industry.  

Titiz presents a comprehensive overview of these planned initiatives. 

• Enhancing value: Gain deep insight into our customers' evolving needs and motivations to enhance value.
• Effective communication: Develop robust strategies to articulate the value Kanthal provides.
• Leverage emerging technologies: Tailor long-term strategies to address emerging technologies and market needs.
• Integrate digital tools to enhance customer experience and engagement: Use advanced digital tools to improve customer engagement and make Kanthal a data-driven organization. This will enhance customer experience, provide insights, personalize interactions, and streamline online sales, keeping Kanthal competitive and responsive to customer needs. 

Staying ahead of the curve 

"To maintain our pole position amidst a changing landscape and market forces, Kanthal must continually evolve technologically," emphasizes Titiz.  

One such breakthrough is the introduction of the Prothal® portfolio, aimed at revolutionizing process gas heating with sustainable electric solutions. "We acknowledge the wide range of applications in industries such as iron & steel, cement, petrochemicals, and gas-to-electric conversions. At present, we are developing both direct and indirect heating solutions customized to fulfill specific industrial requirements," he adds. 

By harnessing cutting-edge technologies, maintaining a customer-centric approach, and prioritizing digitalization, Kanthal is determined to continue excelling in the electric industrial heating sector. "We are fully committed to spearheading this market shift, ensuring our position as leaders in the evolving energy landscape," Titiz concludes.