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Komatsu D60A E P 6 D65A E OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR
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Komatsu D155AX 5 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR GUIDE
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Komatsu D155AX 5 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR GUIDE
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Komatsu D58E P A 1A B OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR BOOK
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Komatsu D58E 1B D58P OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR BOOK
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Komatsu D65E 12 D65P 12 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR
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Komatsu D65EX 12 D65PX 12 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR
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Komatsu D65E P EX PX 12 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR
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$29.99
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Komatsu D155AX 3 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR GUIDE
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$32.99
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Komatsu D375A 3 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR GUIDE BOOK
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$27.99
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Komatsu D375A 3 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR GUIDE BOOK
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$29.99
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NEW HOLLAND D12C TIER 2 CRAWLER DOZER PIN NHC108500 AND ABOV OPERATORS MANUAL
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$39.99
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NEW HOLLAND D180C TIER 2 CRAWLER DOZER PIN NHC108500 AND ABOV OPERATORS MANUAL
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$39.99
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NEW HOLLAND D150C TIER 2 CRAWLER DOZER PIN NHC106500 AND ABOVE OPERATORS MANUAL
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$39.99
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NEW HOLLAND D180C TIER 2 CRAWLER DOZER OPERATORS MANUAL
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$39.99
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NEW HOLLAND D180C STAGE 111B CRAWLER DOZER OPERATORS MANUAL
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$39.99
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NEW HOLLAND D150C TIER 2 CRAWLER DOZER OPERATORS MANUAL
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$39.99
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NEW HOLLAND D150C STAGE111B CRAWLER DOZER OPERATORS MANUAL
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$39.99
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NEW HOLLAND D125C TIER 2 CRAWLER DOZER OPERATORS MANUAL
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$39.99
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NEW HOLLAND D125C STAGE 111B CRAWLER DOZER OPERATORS MANUAL
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$39.99
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NEW HOLLAND D350 CRAWLER DOZER OPERATORS OPERATION MAINTENANCE MANUAL
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$34.99
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NEW HOLLAND D180 CRAWLER DOZER OPERATORS OPERATION MAINTENANCE MANUAL
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$34.99
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NEW HOLLAND D150 CRAWLER DOZER OPERATORS OPERATION MAINTENANCE MANUAL
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$34.99
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NEW HOLLAND DC180B TIER 2 CRAWLER DOZER OPERATORS OPERATION MAINTENANCE MANUAL
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$34.99
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NEW HOLLAND DC150B TIER 2 CRAWLER DOZER OPERATORS OPERATION MAINTENANCE MANUAL
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$34.99
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D255 CRAWLER DOZER OPERATORS OPERATION MAINTENANCE MANUAL
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$34.99
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NEW HOLLAND DOZER CRAWLER DC180 PS INCLUDES LGP OPERATORS MANUAL
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$34.99
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Komatsu D475A 2 OPERATION MAINTENANCE MANUAL BULLDOZER DOZER OPERATOR GUIDE BOOK
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$24.99
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Dozer Operators

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Bulldozer Operator - Explore a Career

The Big Interview: CNH s Hakan lhan.

FIAT Industrial, the manufacturer of Case Construction and New
Holland, is one of the largest
capital goods

 manufacturers in the world.
CNH's director of marketing for Middle East and Turkey, Hakan
?lhan, explains why smart engineering is driving their growth strategy
in the Middle East

With revenues in 2012 of $35.4 billion, (a 6.2% increase from
2011), Fiat Industrial is one of the largest capital goods manufacturers
in the world.

Including
CNH

CNH California Nevada Hawaii
CNH Club Náutico Hacoaj
 (with the Case Construction and New Holland machinery
brands), Iveco trucks and engine manufacturer Fiat Powerline
Technologies (
FPT

FPT Fiat Powertrain Technologies
FPT Female Pipe Thread
FPT Fast Processing Technology
FPT Forced Perfect Termination
FPT Fine Pitch Technology
), the manufacturer boasts a strong portfolio of
machines and heavy vehicles.

[[banner]]

Recently Fiat announced a number of changes at a strategic level,
which saw it reorganise its business, with Europe, Middle East, Africa
(
EMEA

) created as a sales region.

It is also unwinding its joint ownership and equity participations
with Kobelco, and eliminating any geographical exclusivity rights
associated with their agreements, though some cooperation will continue
including sourcing
OEM

 parts.

The first thing you learn about Hakan ?lhan, director of marketing
for Case Construction and New Holland in the Middle East and Turkey, is
that he's willing to put any machine in his range up against a
competitor's.

"Let them come," he says. "Whether it's wheel
loaders, graders, dozers or skid steers, we will take on any comers -
and beat them."

We're riding in the back seat on the way to a meeting with
financiers in
Muscat, Oman
, IPA: ) is the capital and largest city in the Sultanate of Oman.
, part of ?lhan's busy schedule visiting
dealers in the
GCC
 see Gulf Cooperation Council.



(compiler, programming) GCC - The GNU Compiler Collection, which currently contains front ends for C, C++, Objective-C, Fortran, Java, and Ada, as well as libraries for these languages (libstdc++, libgcj, etc).
.

Along with CNH marketing manager M. Anil Tanca and New Holland
business manager Dragan Krznaric, they're organising a series of
customer days with their dealers across the region, including
International Heavy Equipment in
Muscat
  or  , city (1993 pop. 533,774), capital of Oman, SE Arabia, on the Gulf of Oman. It is flanked by rugged mountains.
, Nass Commercial in Bahrain,
United Al Saqer Group in Abu Dhabi, Arabian Auto Agency in Dammam, and
the opening of the new Roots branch in Riyadh. That's on top of a
series of training seminars carried out with their dealers at the
beginning of the year.

?lhan wants to see stronger market share for the two brands in the
Middle East, saying that the quality of the product - the level of
engineering - warrants it.

"We want to make sure that our power, our R&D and
production capabilities, and the products that come out of it, are
well-represented in the Middle East region, and our market share truly
reflects what our equipment deserves.

"Clearly after Caterpillar and Volvo Group we are the third
biggest supplier of capital goods in the world."

Case and New Holland also deserve recognition due to the range of
machines they manufacture, says ?lhan.

Article continues on next page ...

[[page-break]]

"There are few full liner companies in the market for
construction equipment."

The 'full liner' range includes 1.5t-45t-80t excavators,
300HP wheel loaders up to 350HP dozers, and up to 120-130HP graders.

History is on their side as well, and the Case brand is 170 years
old.

With its engine manufacturer FPT producing approximately 3.7
million engines a year, 70% of which are absorbed within Fiat
Industrial, CNH is also one of the few global manufacturers of
construction machinery to build its own engines in-house.

This, says ?lhan, leads to better-engineered machines.

[[banner]]

"When you have the engine development in your hands, you align
the transmissions. You can then also engineer the pumps and hydraulic
valve controls, and the cylinder sizes, which then make the machine more
efficient.

"We are not just another market brand. Even the positioning of
the engine, or the way that we lay out certain components, is to drive
ease of serviceability and increase performance."

The benefits of engine positioning are seen in the Case 721f, 821f
and 921f wheel loaders launched last year, which feature the engine at
the extreme rear of the machine, with the radiator and coolant system
placed between the engine block and the cab.

Not only does this result in improved cooling and a more
comfortable ride, the engine acts as a counterbalance, lowering the
overall machine weight.

"On a wheel loader to our process competitors in the same
performance class we are approximately 2-2.5 tonnes lighter,"
explains ?lhan. For operators, this means better
manoeuvrability

 on the
job site; for business owners, lower running costs, including fuel and
various wear parts such as brake discs.

From his dealers in the Middle East, ?lhan has high expectations.
Salesmen should be
conversant

 with the products'
DNA
 see nucleic acid.


DNA
 or deoxyribonucleic acid

One of two types of nucleic acid (the other is RNA); a complex organic compound found in all living cells and many viruses. It is the chemical substance of genes.
, willing and
able to explain to customers the value high engineering will bring to
their business.

"The cost per tonne is lower. For the knowledgeable contractor
who cares about those calculations, and the standards and values, in our
graders, in our production machines like the dozers, wheel loaders and
excavators - the cycle times are faster, the machines are lighter, the
engine is so much more efficient."

Heavy capital investment in Case and New Holland has seen nearly
100% of the product range has been updated in the past two years.

"It's not just another backhoe. We are not producing just
another skid steer. There are so many specific engineering features that
have benefits for the customer," says ?lhan.

In his quest to build market share, ?lhan is aided by the recent
top level changes within the Fiat Industrial group, which will see more
resources dedicated to the Middle East and to Africa.

Article continues on next page ...

[[page-break]]

"Rather than having a commercial organisation looking after
many markets, the focus is more on strong country and regional
management. Local support will be stronger."

Nevertheless, it is the performance of Case and New Holland which
will win and retain customers. Perormance is a result of its
manufacturing process driven by its 'DNA', which has four main
strands, says ?lhan.

"The first is the productivity and the performance of the
machines. Secondly is the fuel consumption of the machines. Third is the
serviceability. And fourth is the operator comfort. Within these four
DNAs, you can see it in every product, [the approach] is
inbuilt
  
adj.
Built-in; inherent.



Adjective

(of a quality or feeling) present from the beginning:

Adj. 1.
 in our
engineering and our product designs."

[[banner]]

Walk up to a Case or New Holland machine, and odds are that one of
the first things that you'll notice are the prominent service
points.

"When the serviceability of the machines is easy, the operator
will do it, and
residual value

The price at which a fixed asset is expected to be sold at the end of its useful life.
 of the machine will remain high,"
says ?lhan.

"Therefore our leading points and greasing points are always
conveniently located. In the harsh conditions of the Middle East, if you
don't service the machines, the pins and bushes and oil the
filters, you know how quickly the value of the machine will
deteriorate."

Another unique feature on the wheel loader is a reversible fan that
blows the dust out.

Operator comfort is focused on building more comfortable and
spacious cabins. Larger cabin size also fits with the emphasis of
safety, with visibility improved, while ergonomics and joystick control
designs result in less-fatigued operators, improving productivity.

Fuel efficiency is also high on the machines, and is obviously
improved when the machines are lighter.

"Though fuel prices here are not as high as in Europe, still
it is an important factor for the person who is doing the performance
calculations," says ?lhan.

The Case for two brands

It's a question that Hakan ?lhan has encountered before: why
the two separate brands, Case Construction and New Holland,
ostensibly
  
adj.
Represented or appearing as such; ostensive:
 in competition with one another? Partly it's due to history, and to
market appeal.

"Although Case Construction and New Holland seem similar, they
do have a different traditional customer base, one is stronger in the
agricultural sector. The other has been quite strong in Europe, the
other strong in America. It is not a simple matter of putting them
together.

"Also the dealer and distribution network, the culture, the
feeling of the brands, the different features - it appeals to different
segments. It is a question we are asked quite often."

But, says ?lhan, there's also the simple fact of the size of
the construction machinery market, which means that they're
competing mainly with other brands.

In the Middle East, the brands are known as general contractors
machines, landscapers and utilities.

"The area where we want to develop is the long term
relationships with major contractors, where we are seen as part of a
strategic alliance, a strategic supplier. We have quite a lot to
offer," says ?lhan.

As markets in the GCC recover, and growth in Saudi Arabia continues
apace, contractors are under pressure to complete projects quickly.
Often it is the machines which can be the difference between finishing
on time.

"In the past you have had some contractors where the timeline
has not been so important, so the downtime does not affect the project
itself.

But now things are required to be done faster more efficiently,
then you need a machine that is well-backed, the part support is there,
the service support is there, and it's a clever machine that is
giving good performance."

2013
ITP

 Business Publishing Ltd. All Rights Reserved.

Provided by Syndigate.info an Albawaba.com company

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