Strategy

Updated Strategy Overview (June 2025)

At Robit, we help our customers to drill better. We engineer, manufacture, and sell high performance drilling tools for the mining, construction, geotechnical, and well drilling markets worldwide.

Our purpose is to help our customers to drill better. To drill better means faster drilling, more energy efficient drilling and longer product lifetime to achieve lowest total drilling costs. Combined with superior customer support, this drives sustainability and reinforces our brand promise: being our customers’ trusted partner in reaching lowest total drilling costs.

Key Capabilities for Strategy Execution

To successfully implement our strategy, the following core competencies are essential:

1. Market understanding. We excel at comprehending our customers’ processes and competitive environments.
2. Drilling expertise. Robit’s drillmaster service is unmatched in the industry. Our customer-facing teams are equipped to supervise product tests and offer the right solutions tailored to customer needs.
3. Distributor management and sales skills. Our well-trained staff work closely with distributors, fostering strong partnerships and driving business success through relationship management.
4. Supply chain efficiency. A smooth and reliable order-to-delivery process is crucial to customer satisfaction and financial performance. Effective supply chain management enhances cash flow by optimizing net working capital (NWC).
5. Leadership and performance management. Robit leaders inspire and engage teams by leading by example, ensuring targets are met through decisive action and respect for all employees.

Vision: Your Chosen Partner in Drilling Tools

Our vision is to be your chosen partner in drilling tools, supported by five pillars:

1. Engaged experts. Our growth depends on a motivated, expert workforce. By having knowledgeable people who are both passionate about drilling and skilled at manufacturing high-performance products, we distinguish ourselves from competitors.
2. Market and customer insight. Frequent interaction with customers, combined with a deep understanding of the market, ensures we target the right clients and meet their specific needs.
3. High-performance products. To achieve our customer promise of lowest total drilling costs we engineer and deliver high performance products. Innovation is a priority, with frequent product launches and a faster time-to-market approach. We guarantee savings to our customers with RobitSave and Robit QuickSave concepts.
4. Accelerating growth through distributors. Expanding our distributor network globally and growing with our existing distributors are key in increasing our market share and ensuring efficient sales operations.
5. Focused growth investments. We concentrate our growth investments and focus in high-potential markets, where our market share is currently low. We are determined to grow significantly in these markets to become a leading player in the drilling tools industry.

Values

Robit’s values shape our corporate culture and influence every decision we make:

1. We serve with speed. Quick, responsive service is a hallmark of how we operate.
2. We drive change. We embrace innovation and change to continuously improve.
3. We respect everyone. Respect for all stakeholders is fundamental to our operations.

Financial targets

Robit’s long-term target is to grow faster than average market growth and achieve EBIT profitability of more than 10%. In addition to growth and profitability, we measure success of our strategy execution with customer satisfaction and employee engagement.

This strategy ensures that Robit continues to deliver superior value, foster sustainable growth, and strengthen its position as a trusted leader in the drilling tools industry.