Environment, Initial Position, Task

Proceeding, Achievement

Company:
Manufacturer of pressure and temperature measuring technology, calibration standards, leak and pressure test benches, certified DKD-laboratory, supply to almost all industries and branches, 5.000emp./320Mio.€/a (2001)

Responsibility:
Division Director product line OEM-pressure sensors (Key Account Management, Product Management, parts of production/ engineering) 12emp./5Mio.€/a

Initial Position:
Product line OEM-pressure sensors is quite fragmentary, consists of only single customer specific variants of few main customers and is hardly known in the market and at the own global subsidiaries. Access to automotive applications blocked due to missing certification.

Task:
Global positioning and establishment of the product line OEM-pressure sensors, significant increase of the global revenues.

Proceeding:
Introduction of a project data base and focused development of reference customers and applications.

Continual expansion of the product programme in accordance with determined market requirements.

Introduction of a modular construction system and internal standardisation for faster and more profitable realisation of single project inquiries and variants.

Development and implementation of a complex marketing strategy with: 

• Placement of specialist articles
  
• Placement of advertisments
• Providing of launch packages for new products, including USPs, target
  markets with application specifications, comparison with competitors, product and
  programme brochures and flyers
  
• Integration in the trade fair appearances
  
  

Product and sales training in the subsidiaries worldwide, local market analysis and ongoing personal support for customer site visits.

Achievement of the required certification under ISO/TS 16949 for relevant production
and business processes, having overcome internal resistance, thereby more easily market access to automotive/truck/on-road/off-road customers. 

Achievement:

Increased global revenues by 140% to more than 11Mio.€/a.

Significant growth in market recognition.

Increasingly motivated, independent sales activity in the organisation and continually increasing project requests.