Winning and Retaining Business in the African Mining Equipment Sector, 2014



In July to September 2014, Timetric surveyed 108 mine managers, maintenance managers, procurement managers and other key decision-makers in over 100 operating African mines. The survey primarily assessed heavy mobile equipment, however respondents were also asked about their practices and preferences in areas such as mining software, technology, and maintenance.

Areas of analysis include:

Customer priorities when buying mining equipment, with ratings of the importance of 16 separate factors for customers when choosing mining equipment, including cost factors, supplier attributes and product attributes.

Ratings of existing suppliers across the same factors, identifying best-performing suppliers and how well suppliers performed versus the importance of each factor.

In-depth analysis of the major suppliers, namely Caterpillar, Joy Global, Komatsu, Sandvik and Atlas Copco, including their overall performance ratings and their ratings for each of the factors relative to its importance.

Rankings of the leading suppliers for each equipment type, with respondents indicating who they viewed as the top suppliers in Australia for trucks, excavators, loaders, shovels, dozers, drills, continuous miners, longwall systems, engines, tyres, pumps and mining software.

Insight into the likelihood of switching supplier and key action points for suppliers for product and service improvements required.


Overall trends in the data revealed:

– Customer priorities in supplier selection are product quality and availability of parts

– Suppliers perform well, but have lower levels of satisfaction in key areas

– Sandvik received the highest average satisfaction ratings, with Caterpillar considered the leading supplier for most categories of mining equipment

– Account managers make a significant impact in the selection process, alongside product quality and use of the latest technology

– Although loyal to their suppliers, customers look for improvement in parts availability and product quality

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Winning and Retaining Business in the African Mining Equipment Sector, 2014 published by Timetric’s Mining Intelligence Centre, provides readers with a detailed analysis of customer preferences in the African mining equipment sector. The analysis is based upon Timetrics survey of 108 mine managers, procurement managers and other key decision-makers

Reasons To Buy

Identify key areas for differentiation by understanding what factors most influence choice of supplier

Target product and service improvement areas based on where mining equipment suppliers are currently underperforming relative to customer expectations

Develop successful sales and marketing strategies through an understanding of the leading competitors and their strengths and weaknesses.

Key Highlights

When choosing an equipment supplier, respondents rate Production reliability and quality and the Availability of replacement parts as most important. However, over half of respondents feel that suppliers need to improve in the latter.

Overall the major suppliers perform well in terms of customer satisfaction, however, their weakest ratings were given for two of the three most important factors for respondents.

Account managers make a significant impact in the selection process with 92% of respondents citing Better understanding of your needs and 88% indicating Better ability to build a long-term relationship as differentiating factors when choosing their current main supplier.

The majority of African customers have little post purchase regrest and would have chosen the same supplier again (91%), yet surprisingly many intend to change suppliers within the next two years.

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