The COMET Group growth engine

By 2020 the COMET Group plans to grow sales to about CHF 500 million based on new applications and strong partnerships. The company approaches this objective systematically through the concept of a growth engine. This model allows growth drivers to be represented conceptually and directed in a focused way.

With its four interlocking growth drivers, this framework for growth generation aims to exploit the potential in the existing business (shown under “Exploit” in the model; see the foldout after page 37) and, in parallel with this, to systematically explore new growth opportunities (shown under “Explore”). Of the targeted growth to approximately CHF 500 million, about two-thirds is to come from expanding the core business of the four segments and around one-third is to flow from growth initiatives.

In its initiatives, the COMET Group seeks to grow side by side with existing and new partners, with whom it pioneers novel solutions and develops new markets. Underpinned by a specific business plan, the Group expects this approach to generate a key contribution to its financial success over the planning period.

To keep the growth engine running steadily, the COMET Group is pursuing various business development projects under the catchword “Explore”. It invests in exploring new areas of application with the goal of continually furthering its offering and its innovations. It assesses the attractiveness of new markets and customer solutions and tests the feasibility of promising ideas to funnel the best into growth initiatives.

The initiatives are paid for with funds freed up by operating efficiency improvements in the core business.

All elements of the growth engine are managed using specific key performance indicators.

Sources of growth beyond 2020

Core business

Expansion of existing business

The largest share of the sales growth is to be generated in the core business with the four segments of Plasma Control Technologies (PCT), X-Ray Systems (IXS), Industrial X-Ray Modules (IXM) and ebeam Technologies (EBT). Here, existing business is to be expanded to its full potential through continuing intensive market develop­ment, the development of new products, the deepening of customer relationships, and cross-selling. Initiatives in the core business are aimed at increasing market share. A profound understanding of the customer and intensive key account management are crucial to this.

Important projects of this nature are:

  • Various growth initiatives at the segment level, such as the development of a new generation of RF generators for the rising requirements of the semiconductor industry
  • The ongoing intensive marketing of existing solutions
  • The expansion of collaboration with existing key accounts

    • Operational excellence

    Generating financial resources for business development

    The business development and growth initiatives are paid for with funds freed up by operating efficiency improvements in the core business. The COMET Group's efforts in this area include work to strengthen the global supply chain, further develop leadership at all levels, expand the management toolbox and foster collaboration across departments, business areas and segments. In connection with the facility expansion begun in Flamatt, the Group is also developing a new logistics concept.

    Business development

    Active identification and development of new business areas

    Business development keeps the growth engine running. Under the guiding principle of “Explore”, the COMET Group is investing in a range of new applications and market segments, together with strong partners that are very well entrenched in the market.

    The furthest advanced of these projects are currently:

  • The development of a curing solution for digital printing
  • A project with Bühler for the treatment of foods using ebeam to extend their shelf life
  • The X-Ray 4.0 initiative, which comprises several projects: The x-ray offering based on 3D imaging for tomographic inspection during production (in-line CT) is to be developed further and expanded through more efficient defect detection; and new applications are to be developed in the luggage inspection space using x-ray diffraction

    • Those projects which show promise after field testing will be upgraded to growth initiatives with their own business plan. The market launch is then conducted jointly with the development partner.

    Growth initiatives

    Clearly defined business plans and growth targets

    Growth initiatives are projects that are driven forward in a focused manner based on a business plan and a clear growth target. Next to different growth initiatives within the individual segments, such as the tapping of the foundries (castings) market with CT systems, COMET is focusing at Group level on three projects of overarching significance:

  • The rollout with Tetra Pak, and thus the use of ebeam technology for the sterilization of beverage packaging
  • The development of radio frequency technology applications for the Internet of Things
  • Developing metrology as a new application for x-ray

    • Additional growth initiatives are expected to flow from the business development projects.