Innovations help Masport sales

By Yoke Har Lee

Masport Ltd has emerged from it troubled history of ownership to post a robust 20 per cent growth in its exports.

Known for its lawnmowers, barbecue stoves and woodfires, Masport, is now part of Viking Pacific.

The company recently expanded into gas fires, while its traditional pot-belly stoves are enjoying a sales rejuvenation with exports to markets like Lithuania and Russia.

Its foundry exports are also a fast growing export-earner after the company beat worldwide competition to win a multimillion-dollar contract to supply Ford with suspension parts for its new Falcon.

Masport owns New Zealand's largest foundry. Some 20 per cent of its output is for Masport's own use, with the balance sold to outside customers.

Around 40 per cent of foundry sales are exported, along with some 50 per cent of the company's sales of consumer products.

Masport's largest export market is Australia, but China is looking like it will be the main growth territory, according to chief executive, John Lawson.

He says the company is looking to get healthy double-digit growth from its forays into China.

Mr Lawson,who has been chief executive for nine years, says Masport is looking to aggressively grow its current product groups.

"At the same time we recognise we want to be a low-cost producer relative to specifications."

He says Masport has been an innovative company for a long time.

"But in the last two years, we have been particularly innovative.

"In the past, the perception is that we are old-fashion and staid.

'There is also the misconception that manufacturing in New Zealand is struggling and not competitive.

"But it is possible for manufacturers to make headway - in fact every other product we make in this site is exported.

"We are no longer considered a manufacturer. We are a marketing and distribution company which has the ability to sell," he said yesterday.

However the company had no plans for aggressive capital expenditure and this would be capped near the $1 million per annum level in the near future.

While there was negative publicity surrounding its shareholder, Main Investments, Masport had stayed healthy and was busy reinventing itself, said marketing manager, Kelly Ellem.

"Masport had the opportunity to either sink or swim. We started by looking at customers' expectation and developed a corporate strategy with clear and simple guidelines."

He said that by focusing on product innovation, Masport had been able to produce a number of world-first products.

The Masport site covers just over 4ha at Mt Wellington and the company employs some 450 people throughout Australasia.

Masport's products are sold in some 30 countries, with Australia the company's largest market.