Rotomolding the Future - Can We Shape It?

(Published in Rotation Magazine, Volume X, Issue 6, November-December 2001)

Can we really mold the future of this industry? Can we actively develop where we are going or are we at the mercy of economic winds? One of the central themes of rotomolding is an entrepreneurial spirit that constantly makes life interesting. It always seems that, regardless of the turmoil in the world and where we are in the economic cycle, there is always someone who is doing very well, heading in a new direction. New molders bring fresh ideas and old molders look to new horizons.

 As an industry, I hope that we will always have that entrepreneurial spirit but I also look forward to rotomolding becoming more of a mainstream process that attracts the attention of the corporate molding world. To do this, however, will require a broader palette of materials, higher productivity, lower costs and better quality control.

 Can this be done? Let’s take a quick reality check on the process:

So how do we move forward? Do we look for that revolutionary change that will take us all to a new level overnight or do we incrementally change and improve gradually? The answer may be a combination of both. It is not possible to change the rotomolding industry overnight with a single step – there are simply too many varied aspects – but that does not stop us from seeking faster cycles, automation or radical machine designs. There are many small actions that we can take that will help us to move forward step-by-step, so that over time, many steps combine to become a major change in approach. At the same time, we should always be watching for the technology that might transform our industry.

While we watch for the revolution, which areas might we be working on to improve? Here are some thoughts:

Drive New Material Development

This is the core of our needs. Without new materials, rotomolding will forever be consigned to the lower end of the product market. Moldability is the major hurdle, not cost. We have new techniques that have defined the way to screen potential new materials without ever molding a part. Let’s look at the existing universe of materials and screen them against those that we know are rotomoldable. Let’s divide those on the list that have a 50% or better chance of working among research centers and start expanding our potential palette.

New Materials = New Applications = New Customers = New Revenue = Growth.

Old Materials = Limits To Growth = Dividing Up Existing Markets = Stagnation.

Keep Promoting Our Strengths And Increasing Our Base Of Awareness

Put our best speakers and presenters in front of the design and engineering community. We may not answer all their questions but we may just plant a seed. There are still many people who work in manufacturing who have never heard of rotational molding or know of its capabilities. Competitive needs may limit everyone from time to time in promoting “the process” rather than their organization but even a captive convert counts.

This promotion can be done by all molders and by the ARM organizations that represent them. There are molders that fear growth with competition from new players but our suppliers need them to justify revenues and expenditure. While some industry organizations may see such growth as a threat to their existence, others see it as necessary for the fertilization of ideas.

We should remember that rotomolding covers a diverse range of industries, which means that promotion opportunities should be sought in many directions. From some perspectives, we are perhaps better defined as a meeting point of a collection of varied applications more than a distinct industry. Medical masks and septic tanks make strange bedfellows, and while we clearly understand that they are both rotomolded, they are obviously very different technically. We all have a common need, though, and that is growth.

High Labor Content – Boon or Bane?

A skilled operator can enhance a molding operation with flexibility and excellent output by maintaining steady output at a machine. On the other hand a new operator can destroy the balance and rhythm of production at the mere drop of a bolt.

Our labor content is too high. While lower tooling and equipment costs can offset this for molding runs up to around 10,000 parts, once we go beyond this point, other processes such as blow molding can become more attractive. If we want to tackle high volume production, we must look to reducing labor through standardized work and automation. Some molders have been successful (thanks to extended production quantities in existing markets) and others are considering flexible semi-automated systems for medium size production runs.

Develop People

There are two clear opportunities for developing people in rotomolding: (1) Improve training materials for shop floor workers and (2) Provide opportunities for supervisors and engineers to improve their knowledge of the technical aspects of rotomolding. There are courses available but cost and location can limit their attractiveness. Discussions are already under way for mobile training programs and for certification programs to bring this closer to molders.

Expand the Capabilities of Machinery

Machine controls are slowly but surely developing. The last steps to closing the loop on control are being made, providing the potential for new levels of consistency and part quality. The possibility of a self-adjusting machine is closer than ever using internal or external mold temperature control signals. Demonstrating closed loop control and information taken directly from the part will go a long way to enhancing the image of rotational molding for new applications.

Improve International Cooperation

The total number of companies who use rotomolding is estimated to be around 1200 worldwide. This is still a very small community and most of the industry associations that represent it are small. While ARM in the US is strong, even it can benefit from close ties with overseas groups in terms of pooling resources for research and exchanging information on training and industry trends. Bringing together diverse approaches can solve problems in creative ways. 

Improve the Workings of Industry Associations

What are the core benefits of industry organizations? They provide a forum for networking and exchange of ideas and information. They provide a concentrated arena for suppliers. They can act as an amplified voice for molders to help deal with promotion and representation with other organizations. They can expand interest by courting design and engineering associations and also by working with other industry groups that are active in rotomolding (any group that is actively pursuing promotion and development of rotational molding will inevitably help to grow the base of membership for ARM organizations – providing that ARM organizations continue to offer their core benefits).

Returning to core values and making organizations work as trade associations that provide support and training for members will be important to win back former members and attract new ones. ARM associations around the world must show that the real benefit of membership is meeting other molders. Keep the format simple and close to the needs of the average member and remember that rotomolders are a pragmatic bunch who are used to solving their own problems.

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Last modified: July 12, 2006