Global Laser
‘Applying the ecodesign philosophy can only benefit the company as environmental attitudes within our markets change. This proactive approach helps us gain a competitive edge until our competitors embrace the same principles in their designs and concepts.’
Chris Price, Design Engineer, Global Laser Limited
Between September 2007 and August 2008, the Ecodesign Centre (EDC) ran 12-month ecodesign demonstration projects with four Welsh SMEs from priority sectors (electrical and electronic equipment (EEE), general manufacturing, food and drink and low-carbon technology sectors), via a bespoke, multi-level Ecodesign Support Package (ESP).
The selected SME for the electrical and electronics sector is Global Laser, a highly innovative, forward thinking company that designs and manufactures specialist laser diode modules.
Global Laser is an Original Equipment Manufacturer creating products for a wide range of applications including machine vision, alignment, medical, measurement and scientific. The company is currently recognised as a market leader.
The company exports primarily to Europe but has global distribution channels. Their unique selling point is to offer a bespoke fast track service for single prototypes and small production runs. This service allows Global Laser to respond rapidly to customer requests, providing a technically efficient and cost effective solution.
Global laser and the environment
Prior to the ESP, the company had focussed primarily on cleaner production and the onsite treatment and separation of waste. They have consistently focussed on quality and this is evident in their ISO 9000 certification.
Recently Global Laser has responded to supply chain requirements. It has achieved compliance with the Restriction of the Use of Certain Hazardous Substances Directive (RoHS).
Main drivers for ecodesign project
The initial impetus for the ecodesign project was driven by Global Laser managemant. This is indicative of the innovative and responsive nature of the company.
The implementation of a range of producer responsibility legislation in Europe and other important export destinations has impacted all aspects of the electronics sector. Global Laser is taking proactive measures by anticipating legal and supply chain developments.
Global Laser project – “energy efficient product”
Through their initial project proposal Global Laser indicated an interest in developing an energy efficient laser diode module for the alignment market.
Through project meetings with EDC it was decided that the new product development should be supported by:
- a life cycle analysis (LCA) of the product
- the construction of a streamlined LCA tool for future product development
- new graphics, branding and business communications
EDC and Global Laser went into partnership with PIRA Consultants, a leading research and consultancy organisation, who undertook the LCA work.
One of the key advantages of using LCA is that it can provide an environmental and energy impact comparison for two products or services. Global Laser wanted to use the LCA to create a benchmark to evaluate all future product development work.
Alongside the development of the new ‘green flagship’ product, EDC and Global Laser conducted a strategic review of the company’s brand and business communications. The aim was for Global Laser to be in a stronger position to communicate the improved environmental performance of their product.
Studio SDA graphic designers acted as a partner developing marketing and communication elements for the company. They used the results of the LCA to communicate the new design features.
Initial outcomes
Global laser has developed their new ‘green flagship’ product ( low power consumption laser). The results from the LCA indicated that the new design has reduced the carbon footprint by up to 51%. This is because it uses 50% less energy than other products in their range. As an industry first, this new product development presents clear commercial potential while also posing challenges for the company.
Creating a communications strategy around the new green flagship product is crucial for Global Laser. It can provide a useful means of differentiation from the competition and ultimately leading to increased sales. This is an exciting challenge for a company in a sector that has traditional focussed on the price differential.
The company has identified a number of additional business benefits. The new energy efficient model opens up new market potential with portable and solar powered options. Whilst for existing customers the new design will not require any additional tooling or layout changes therefore allowing just a simple replacement.
Click here to read about the launch of Global Laser new Low Power Consumption Laser
|
