The client

BMI Engineering Ltd


West Midlands B62 8HN

With over 25 years experience BMI Engineering is renowned as a supplier of quality turned parts, pipe fittings and plugs in a range of engineering materials.

The company prides itself on providing the highest level of products, service and technical advice to a wide variety of market sectors throughout the world.

The brief

Although business was growing, the BMI board were aware that turnover relied heavily on a small number of customers and that, despite its machining skills and specialist capabilities in a number of areas, the company was perceived as a “manufacturer of plugs”.

BMI approached the Advanced Engineering Cluster to help develop and implement a strategic approach to expanding its markets and to redefine its image as a “manufacturer of high-quality turned parts” in the eyes of existing and potential customers. BMI also recognised the need for restructuring its operations to meet new challenges and be able to respond quickly to market changes.

The outcome

To ensure the company would be able to identify and take advantage of potential opportunities in a global marketplace, Jit Gatcha, Advanced Engineering Cluster Champion, carried out a strategic review, examining both the marketplace and BMI’s management structure and capabilities to serve it. Having identified new markets and their potential, BMI’s operations were restructured to enable the company to meet business growth successfully. At the same time, a critical examination of the ways in which the company presented itself led to the development and implementation of a new communications plan, redefining BMI’s image in the eyes of its current and potential customers.


BMI’s business continues to grow. Changing the perceptions of current and potential customers to an appreciation of BMI’s total capabilities has led to an increase in enquiries from international blue-chip companies in a range of market sectors

The company is targeting new market segments and has recently entered the medical sector.

Quality levels have increased.

BMI continues to invest in new plant and equipment to increase its capabilities.


“The Advanced Engineering Cluster helped us to see how we could spread our wings and realise the full potential of our capabilities. We have grown our business, both at home and internationally, in terms of volume and calibre.”

John Clarke


BMI Engineering Ltd