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Company

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  • Industry: building materials supply industry
  • Type of company: Group subsidiary, historical imprinting of a medium-sized company
  • Company size: approx. 1,000 employees
  • Turnover: approx. EUR 200 million
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Project objective

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  • Development of a sustainable vision with the management team
  • Growth in the market by exploiting the potential of customer segments
  • Focusing sales resources on promising market and customer segments
  • Understanding and co-designing the shift of power within the industry value chain
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Initial situation

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  • Massive predatory competition
  • Overcapacity in the market
  • Change from a strong entrepreneurial personality in management to a salaried board member
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Procedure

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  • Market and trend analysis, assessment of core competencies, evaluation of opportunities and risks, derivation of strategic challenges
  • Preparation, implementation, and evaluation of an online customer survey with the participation of approx. 20,000 customers to validate the developed customer segmentation as well as the key customer values of the individual customer segments
  • Concretization of the value propositions (offering packages) for the 6 target customer segments including a target/actual comparison and determination of needs for action
  • Development and evaluation of different options for strategic positioning
  • Development of a sustainable vision for the future (strategic positioning and goals)
  • Development of a strategy map and derivation of strategic initiatives including a targeted organizational development
  • Development of indicators for a proactive effectiveness monitoring
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Results

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  • Reviewed opportunities and threats based on future development trends
  • Clearly described and tested core competencies
  • Clear awareness of decision-makers in the value chains of relevant market segments
  • Six target customer segments with two clearly defined value propositions (offering packages)
  • Strategy map with clear strategic positioning, goals, and measures for implementation
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Project duration

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  • 24 months

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