Madison Chemical Industries has always approached our business with the attitude of creating value added products. As was often (and still is) the case, we explored and entered markets which stretched our capabilities and where we didn’t initially see if or how we’d compete successfully.
Just as any good general or coach studies the strategy and tactics of their enemy or opposition, so too do we study the attributes of our competitors’ products. This is referred to as ‘benchmarking’. This then, gives us a basis for making decisions, such as ‘do we have a product that is capable of performing to requirements?’, ‘if this product exists, is it truly a unique, value adding alternative or simply one among equals?’, and ‘if it doesn’t exist, should we create one?’.
This approach was part of the marketing and sales effort that led to breakthroughs in tank markets during the 1970-80's, pipe markets in the 1990's and the No-Blast technology of recent years. These investigations provided us with a catalogue of reports and presentations that explain the advantages, and at times limitations, of our products against major competitive technologies. The purpose is to assist readers with identifying which Madison products are superior alternatives for existing competitive products and to help them understand how we create value through application, performance and applied cost advantages.