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TEREX CORPOR ATION

DIGITAL REPORT 2020

TEREX’S SUPPLY CHAIN DIGITALISATION APPROACH IN ASSOCIATION WITH


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Terex’s supply chain digitalisation approach w w w.te rex. com


T E R E X C O R P O R AT I O N

Colby Mayberry, Director of Logistics APAC at Terex, discusses Terex’s digital transformation journey in the supply chain space

C

olby Mayberry is Director of Logistics APAC at Terex. He has experience working in several different markets such

as North America, Europe and now Asia. Mayberry recognises that each market poses a different challenge. “One of the biggest things that I’ve learned is that if you had a strategy six months ago 04

in China then it’s no longer valid,” says Mayberry. “This is due to the speed that the market changes. You have to be quick, dynamic and on your feet to adapt to the requirements of the market. You can’t afford to just assume it’s a phase and will go away like in other markets.” That proactive and agile approach is a key pillar to Mayberry as he and his team comes up with all sorts of creative solutions to adapt to the ever changing environment. “We could have a simple problem such as the wifi being down but within 20 minutes everyone has their phones out hot-spotting,” explains Mayberry. “I find that kind of thing extremely encouraging because it shows you don’t need to have a bar chart on everything. Sometimes, the best solutions are determining what needs to be fixed, testing the solution and making it all work out.”


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T E R E X C O R P O R AT I O N

“You have to be quick, dynamic and on your feet to adapt to the requirements of the market” — Colby Mayberry, Director of Logistics APAC, Terex

Over the past few years, Terex has made great strides in its digital transformation journey. “Two years ago, I’d have just said that we were trying. But now, it’s becoming an absolute necessity,” says Mayberry. “The biggest thing we’re centered around is IoT and it’s a massive part of our journey as we look to innovate and drive change in the marketplace. Most of our major product lines are equipped with telematics systems.” Terex’s telematic systems are not only providing

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looks cool. It’s all about defining the

Terex access to the usage data to pro-

problem that we’re going to solve.”

vide new opportunities for supporting

The value of partnerships are a key

our customers. Mayberry understands

area of interest to Mayberry. Terex

the importance of leveraging technol-

has formed strategic relationships

ogy that makes a difference rather

with Hoegh Autoliners, UECC and

than utilising it for technology’s sake.

Land Transport. “We really went

“We can always tell how well received

through a transformational journey of

any of our technology is because of

what we would consider a strategic

customer feedback,” affirms Mayberry.

sourcing initiative,” says Mayberry.

“Before introducing any new systems,

“Through that, we’ve launched a series

we must work out why. We have to

of bids for different markets and types

always ask ourselves: ‘what problem

of freight to choose not only provid-

are we trying to solve?’ We can’t just

ers that will offer us good value, but

implement technology because it

will also compliment our business. w w w.te rex. com


T E R E X C O R P O R AT I O N

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“Sometimes, the best solutions are working out what needs to be fixed and trying whatever you can to see if it works” — Colby Mayberry, Director of Logistics APAC, Terex

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Over the past few years, we’ve put

same customer urgency that we do as

an increased focus on aligning our

well as treat customers the same way,”

values with our partners. These part-

says Mayberry. “Whereas locally, it’s

nerships are the next level of what

all about adaptation. Take Australia

is needed in the logistics industry,

for instance, that’s a very customer-

whether that’s on the inbound side

focused market. If you have someone

to get raw materials to the factory

driving a truck and they’re upset or not

or the outbound side to get the unit to

in a good mood, then it could impact

the customer.” Mayberry understands

your next sale. So, when we’re looking

the importance of differentiating global

for partners we’re looking at how they

and local providers and believes both

train their staff, run their day to day

are influential. “With a global provider,

operations and solve problems. It’s key

it’s about having the ability to react in

that any potential partnership stands

all of the markets. They must have the

up and doesn’t just look good on paper

E X E C U T I V E P R OF IL E :

Colby Mayberry Title: Director of Logistics

Company: Terex

Industry: Lifting equipment Location: Asia Pacific region He currently leads the APAC region, optimising supply chain routings and selecting carriers to support business growth and stability globally. He has worked across supply chain functions for Terex on three continents, leading system implementations as well as aftermarket purchasing departments for their Aerial division. He is an active member on the Western Washington University supply chain board. w w w.te rex. com

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T E R E X C O R P O R AT I O N

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“The biggest thing we’re centered around is IoT and it’s a massive part of our journey as we look to innovate and drive change in the marketplace” — Colby Mayberry, Director of Logistics APAC, Terex

but that they can actually perform the business too.” Mayberry is well aware of the latest trends in the logistics industry, particularly from an environmental point of view. “New environmental standards are affecting a range of different markets. We must always ensure we’re transparent with our partners; we know there are new structures that are being put in place but how are they planning for it? Are they ignoring the changes and hoping it goes


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away? Are they investing in technol-

initiatives such as one-day delivery,”

ogy to combat it? That is really where

he explains. “We know that’s not eco-

strategic discussions are important

nomical, however, it might be what the

because it encourages collabora-

market is demanding. We’re working

tion.” Sustainability is a key topic area

on solutions that satisfy the customer,

for Mayberry and he recognises the

environment, and cost.”

challenge of competing with giants

Looking to the future, Mayberry has

such as Amazon and staying true to

an idea of what the future will hold

Terex’s sustainability drive. “Emissions

for the logistics industry over the

from ships and airlines are one of the

next few years. “I believe there will

biggest contributors to air pollution

be increased pressure for real-time

so we must be conscious of that,

information,” says Mayberry. “You do

particularly when Amazon introduces

have that Amazon-esque experience w w w.te rex. com


T E R E X C O R P O R AT I O N

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where you can track packages, however, the shipping industry is still quite far behind. Digitalisation will start to become more transparent; whether that be standardising our radio frequency identification (RFID) tracking on the ocean freight side or clearances becoming more efficient by utilising new technology like blockchain. We’re also starting to see more creative solutions, particularly in terms of reverse logistics. It’s all centered around how we can reuse and recycle more because logistics can be quite wasteful. Being carbon neutral will be a huge thing and I expect the logistics industry to be under increased pressure which will likely drive prices up to a degree as well. However, it’s up to us and our partners to work together and strategise a way to prepare for the upcoming future. Increasing efficiency while being more environmentally friendly remains the biggest challenge but something we continually work towards.”

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200 NYAL A FARM ROAD WESTPORT CT 06880 USA T +1 203 222 7 170 www.terex.com

P0WERED BY

Profile for Business Review Asia

Terex Corporation June 2020  

Terex Corporation June 2020  

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