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Company

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  • 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
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Project objective

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  • 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
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Initial situation

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  • Market leader in a niche
  • Growth story, but intensifying competition and changing market requirements
  • Strong inner perspective on first-class products and their features
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Procedure

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  • 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
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Results

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  • 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
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Project time

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  • 12 months

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