Strategic positioning in the chemical industry

Industry: Chemical industry
Type of company: Stock corporation, historical imprinting of a medium-sized company
Company size: a 450 employees
Turnover: approx. EUR 180 million

Identification of the success factors of the “last 20 years” and review of sustainability
Examination of the potential for differentiation in the market
Change of perspective from product features to product and customer benefits
Sharpening of the strategic positioning and brand positioning

Global online-based customer survey and identification of needs involving approximately 1,250 customers from 52 countries and 10 market segments
Customer segmentation with outside-in perspective validated by customer online survey
Identification of the organizational core competencies
Global market and competition analysis for 27 countries and 6 market segments
Definition of focus industries, strategic thrusts of countries and identification of focus customer segments to achieve growth targets
Definition of value propositions for the customer segments
Identification and answering of strategy-oriented questions
Development of a strategy map with a clear definition of growth targets, market positioning, and the relevant implementation levers

4 customer segments with differentiated value propositions (validated by customer survey) including minimum expectations and value creation potential per customer segment
Knowledge of the attractiveness of existing market segments, competitiveness in these segments and, derived from this, a clear prioritization
Sharpened strategic positioning (market positioning and brand positioning)
Strategy map with clear goals and measures for implementation

Company