A market with leading brands, such as John Deere and Kubota, characterised by Asian brands, with its headquarters in Europe and chiefly with local supply chains, STARCO adopts a position that considers the entire supply chain to improve tyre and wheel solutions - based on extensive application insight.
“Over the last two years, we have mapped more than 430 compact tractors in the European market and can match the correct wheel dimensions and requirements with the specific tractor. This gives us a unique insight into the possibilities for optimising performance and standardising wheel solutions,” explains Poul Erik Mortensen, an application expert who has worked with product management and development at STARCO for 15 years.
”The strategic focus on mapping machines constitutes the foundation for a comprehensive go-to-market strategy with a strong supply chain set-up involving both suppliers, our own engineering team, our Croatian factory and customers. I believe we have a unique position in this market,” says Brian Lorentzen, Marketing Director at STARCO.
Extensive machine and application data as foundation
STARCO has sourced, manufactured and delivered wheels for compact tractors for many years and has its own engineering team, specialised in developing standardised or customised wheel and tyre solutions. The company recently restructured to a segment-driven organisation, where tractors is a key segment.
“This knowledge does not come overnight and we are pleased to have the data in our Machinery & Application Database at a level where we implement it for real,” says Poul Erik Mortensen. He explains that the database is integrated with other platforms and designed to hold detailed information on all kinds of machinery, as well as axle data and a listing of wheel solutions and products for the individual compact tractors and machines.
Wheel kit solutions - across borders and brands
One of the concrete developments are wheel kits for compact tractors, applicable across borders and brands. For instance for individual tractors, for turf, golf, municipal agricultural or industrial service.
“The majority of compact tractors are produced in Asia, but often assembled with wheels in the market where they are sold, for instance Germany. We understand the manufacturing and distribution structure for the various brands. This insight can benefit both our suppliers, us, our customers and the end-user, because we optimise the entire supply chain,” says Poul Erik Mortensen.
STARCO is in continuous dialogue with key tyre suppliers and also acts as a valid partner in a joint development process.
With well-structured data, STARCO can easily produce catalogues and overviews of the many wheel kits available. “We experience high interest and commitment from customers. Many see a great potential in the overview, because the information is highly relevant as regards development of their product range and ability to provide a total solution to the end-user” says Mortensen.
STARCO’s Machinery & Application Database contains:
- data on > 1000 machines
- data on > 430 compact tractors
- > 1400 links between wheel solutions and machinery
The vast amount of well-structured data makes it possible to
find the relevant wheel solutions for each individual machine.
For further information, please contact:
Sarah Møller Lundberg
Group Communications Manager