• Company

  • Industry: chemical industry
  • Type of company: medium-sized, owner-managed
  • Company size: approx. 100 employees
  • Turnover: approx. EUR 1,000 million

  • Project objective

  • Reduction of complexity in sales management
  • Tapping the full potential of customers

  • Initial situation

  • High complexity in the mix of products, customers and industries
  • Therefore a major challenge to efficiently and transparently manage sales

  • Procedure

  • Customer segmentation with outside-in perspective validated by a customer online survey
  • Review of core competencies
  • Definition of customized value propositions for customer segments
  • Development of a strategy map with all essential measures for implementation

  • Results

  • 6 customer segments with differentiated value propositions based on 2 basic strategies
  • Major changes:
    • Customer integration among distributors
    • Sales management aligned with the customer segment logic
    • Focus on three offering packages

  • Project duration

  • 6 months

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