I’ve already written multiple posts on the changes expected
to impact industry and manufacturing, but what is one more on such a dense
topic, particularly when the information backs up my previous statements? The
highly acclaimed McKinsey Global Institute generated their Manufacturing
the Future: The Next Era of Global Growth and Innovation report in 2012 and shed a lot of light on the changes to come.
Manufacturing’s role is changing
The McKinsey report claims that by 2025, “a
new global consuming class will have emerged, and the majority of consumption
will take place in developing economies,” which in turn will “create rich new
market opportunities.” These are the people in developing countries (which I
discussed in past posts) who are advancing and are becoming a consuming class as the
wages in these low income areas rise and the technological advancement spurs
more development, innovation, and an ability to compete within the
manufacturing markets. Within established markets, however, this new consuming
class will fragment demand, as customers within established markets “ask for
greater variation and more types of after-sales service” (McKinsey). This comes
back to the shift towards services that I discussed in a previous post and will
touch on again a little later in this post.
Furthermore, advancement in technology such
as a “rich pipeline of innovations in materials and processes – from
nanomaterials to 3D printing to advanced robotics” promise to “create fresh
demand and drive further productivity gains across manufacturing industries and
geographies” (McKinsey). This development will in turn, along with shifts in
manufacturing operations and production processes, give manufacturers “the
opportunity to design and build new kinds of products, reinvent existing ones,
and bring renewed dynamism to the sector” (McKinsey). So, to sum this up, technological
advancement will offer opportunity to create new products and more efficient production
methods, while emerging markets will create the opportunity to cater to
entirely new consumer markets.
That is a lot of information all thrown in at
once, but it highlights the areas within which manufacturing and industrial
production are changing. Demand is shifting to emerging markets as they grow
and develop, which in turn shifts the entire dynamic of the manufacturing
industry. Where a location was once a cheap manufacturing hub, there will now be
a shift to cater to this market as a well of new consumer capital. What needs
to be addressed regarding emerging markets, however, is that these new consumers
in emerging economies will “require very different products to meet their
needs, with different features and price points,” that manufacturers must meet
(McKinsey). Meanwhile, customers in established markets are “demanding more
variety and faster product cycles, driving additional fragmentation”
(McKinsey). This differentiation, then, will require new processes and policies
to emerge.
Manufacturing and Services
One way that manufacturing continues to
evolve is through the increasing importance and integration of services.
Service inputs, “everything from logistics to advertising,” are making up an
increasing amount of manufacturing activity (McKinsey). Services such as “R&D,
marketing and sales, and customer support” have over time become “a larger
share of what manufacturing companies do” (McKinsey). In fact, the McKinsey
report estimates that “30 to 55 percent of manufacturing jobs in advanced
economies are service-type functions, and service inputs make up 20 to 25
percent of manufacturing output.” Moreover, the role that services play in the
production of manufactured goods are become so engrained that manufacturing
companies rely on them to produce and distribute their goods; these include: “telecom
and travel services to connect workers in global production networks, logistics
providers, banks, and IT service providers” (McKinsey) and supply chain
services.
A New Approach to Manufacturing Policy
Manufacturers and policy
makers need new approaches and capabilities: “neither business leaders nor
policy makers can rely on old responses in the new manufacturing environment”
(McKinsey). With rising wages in developing countries, many manufacturers will
be forced to move their production elsewhere, or perhaps begin to rethink their
strategy. As manufacturing innovates and becomes less labor-intensive and more technologically
driven and complex, other factors become prevalent: manufacturers “with
more complex needs, must weigh factors such as access to low-cost
transportation, to consumer insights, or skilled employees” (McKinsey).
Rethinking policy and procedure could result in what
McKinsey has termed “a new kind of global manufacturing company,” which is an
organization that
more seamlessly collaborates around
the world to design, build, and sell products and services to increasingly
diverse customer bases; a networked enterprise that uses ‘big data’ and
analytics to respond quickly and decisively to changing conditions and can also
pursue long-term opportunities. (McKinsey)
I will not get into Big Data here, as it will be the
discussion of the next blog post, but this shift in how to think about
production and manufacturing policy is significant. “After years of focusing on
optimizing their value chains for low cost,” the McKinsey report suggests that “many
manufacturing companies are being forced to reassess the balance between
efficiency gains from globally optimized value chains and the resilience of
less fragmented and dispersed operations.” Furthermore, as these new markets
with their diverse demographics come into play, “companies will be challenged
to make location trade-offs in a highly sophisticated, agile way. They will
need to weigh proximity to markets and sources of customer insights against the
costs and risks in each region or country” (McKinsey).
A main challenge will be companies trying to cater to such a
wide and diverse customer base. Some of these emerging markets are not only
exceedingly large, but they are also not monolithic, meaning that they are
“made up of extraordinarily diverse regional, ethnic, income, and cultural
segments, most of which can be large enough to compare to entire
developed-nation markets” (McKinsey).
What is the solution to this challenge? Enter multi-shored
corporations and multimodal plants.
Multi-modal Manufacturing
Multi-Modal Manufacturing offers a key advantage of being
able to “produce different product lines within the same factory, thereby
maintaining economies scale despite demand fluctuations for each individual
product” (The Economist, “The
Factory”). Taking things a step further from being onshore in
multiple places, allowing the manufacturing company to be able to produce
quickly, reduce transportation costs, and cater to the local demographic, this
multi-modal production also allows them to produce multiple commodities
alongside each other, making use that much more of the same production space. Why
create only one thing where you can create two or more? As market taste
diversifies, so should production methods.
The Economist takes
this a step further, noting that “[b]rilliant factories will also change the
process of innovation,” incorporating things like “[v]irtual reality test labs,”
which will “enable designers to connect remotely with engineers, suppliers and
technicians and collaboratively create, test and troubleshoot prototypes” (Economist). This not only changes what
is produced and how it is produced, but changes the entire manufacturing
processes behind this innovated production: the corporate policies and the
services and R&D sectors. The adoption of “[c]rowd-sourcing will allow
manufacturers to leverage an extended workforce, often through intermediaries
such as Kaggle, a platform that enables companies to submit problems to a
network of global data scientists for solutions (The
Economist, “The Factory”). This will become
particularly significant for large North American companies that have offshored
the majority of their manufacturing and thus rely almost entirely on creative
innovation, R&D, and manufacturing services.
A Needed Shift in Education & Training
As factories and manufacturing processes change, so do the
skills required of the labour force, therefore these shifts in manufacturing
will also spur a need for a shift in Education & Training.
As it currently stands, the Economist predicts the emergence of a significant skills gap that
will pose a very difficult problem: by “2020, the global economy could have a
90-95m oversupply of low-skilled workers (those without university training in
developed economies and without secondary training in emerging ones)” do to the
shift towards automation and the use of more intricate technology, or “smarter
machines,” both of which are making “routine and simple administrative tasks
obsolete, leading, in turn, to the need for better-trained workers” (The Economist, “Blue”).
This shift in manufacturing towards technological
advancement in “robotics, automation of knowledge work and new materials” can
potentially generate $12.3trn of value per year for the global economy by 2020”
(The Economist, “The Factory”). It is
also an obvious shift because it offers “greater intelligence in product design
and manufacturing […] boost[s] resource efficiency and track[s] activity in
supply chains” (McKinsey). However, new “information technologies and new
methods will require new tools, talent, and mindsets. To respond quickly to
changes in market requirements and meet the demand for faster product cycles,
companies will need to build integrated ecosystems of suppliers, researchers,
and partners” (McKinsey). All of this advancement sounds immensely profitable;
however, if the manufacturing talent pool doesn’t advance with it, these
technological advances will only generate “a growing scarcity of technical
talent to develop and run manufacturing tools and systems” (McKinsey).
One way to ensure that this skills gap is bridged is to make
sure that education and skills development is a key policy priority. As
companies need to “build R&D capabilities as well as expertise in data
analytics and product design,” there remains a need for “qualified,
computer-savvy factory workers and agile managers for complex global supply
chains” (McKinsey). In order to safeguard access to a diverse and well-trained
talent pool, policy makers need to invest in “efforts to improve public
education, particularly in teaching math and analytical skills” and they need to “work with industry and
educational institutions to ensure that skills learned in school fit the needs
of employers” (McKinsey).
One possible solution to this shift in policy is to incorporate
Vocational and Technical Education (VTE) programs concurrent with scholastic
studies, which will help to develop the necessary skill-set that the industry
is in need of, as well as reduce youth unemployment rates post-graduation. Ultimately,
the answer is for manufacturing companies to “invest in their organizations.
Manufacturers have to fight hard to win the war for talent – everything from
experts in big data, to executives with deep understanding of emerging markets,
to skilled production workers” (McKinsey).
Amanda Labelle
Sources:
“Blue is the new white: Upgraded vocational skills are changing
the future of work and economies,” The Economist,
Aug 3rd 2014.
“Manufacturing the future: The next era of global growth and
innovation,” McKinsey Global Institute, Nov 2012.
“The Factory of the 21st century: Why the factory
matters and how it will transform,” The Economist, Aug 6th 2014.