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CRM Case 1: Central Europe Market Strategy - Simulation situation

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LOGO TelTech Markets Central Europe D. Caroline D. Hélène D. Adriana D. Sophie D. Stefania L. Charlotte
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Page 1: CRM Case 1: Central Europe Market Strategy - Simulation situation

LOGO

TelTech MarketsCentral Europe

D. Caroline D. Hélène D. Adriana D. Sophie D. Stefania

L. Charlotte

Page 2: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 3: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 4: CRM Case 1: Central Europe Market Strategy - Simulation situation

Introduction

12.25%8.55%

64.85%

14.34%

Based on data provided, our current and potential customers – Key, A and B accounts occupy 60% in our business. Siemens achieve 5026 K€ in our 2012 potential business and inquiries 3 Main Accounts

Sub-Contractor

C Account

ProspectSolectron Rumania (Ericsson) 1360 K€

• Key (Alcatel) 504 K€• A (EADS) 398 K€• A (Rohde) 980 K€• B (25 co.) 3404 K€

• Elti 1388 K€• Interkont 210 K€• Keller 350 K€

• BMW 92 K€• Mercedes Benz 1089 K€ • Volkswagen 1100 K€

Key A B

Key (Siemens) 5026 K€

Page 5: CRM Case 1: Central Europe Market Strategy - Simulation situation

Industrial perspectives in CEE

EU is the world's largest producer of motor vehiclesThe automotive industry is the largest industry sector in Germany. In 2011, the auto sector recorded turnover of EUR 351 billion –

around 20 % of total German industry revenue.

Space Industry Europe

5%Growth of the medical sector per

annum in Central Europe

Telecom infrastructure industry 2011

Page 6: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 7: CRM Case 1: Central Europe Market Strategy - Simulation situation

Key Account Status - Siemens

Founded in 1847 Leading player all over the world Sales in FY 2012: 78 M € (+7%) Number of employees:370 000 (32% in Germany)

17%

22%

26%

35%

Revenue by Sector

Healthcare

Infrastructure

Industry

Energy

14%

20%

29%

37%

Revenue by Region

Germany

Asia, Australia

Americas

Europe, CIS, Africa, Middle East (excl. Germany)

Page 8: CRM Case 1: Central Europe Market Strategy - Simulation situation

Key Account Status - Siemens3 main strategic objectives for Siemens: • Cut costs • Boos competitiveness• Become less bureaucraticUpcoming projects:• Electric hybrid drive systems• New hearing aids• Acquire Invensys Rail (the rail automation business of Invensys)

Page 9: CRM Case 1: Central Europe Market Strategy - Simulation situation

Key Account Status - Siemens

- Trust & Proximity- Strong financial basis- Benefit from the expertise of Siemens - Siemens is focusing its future growth on the medical sector- New projects opportunities

- Covers a big share of TelTech’s clients which leads to a lack of diversity- Intends to cut costs and will ask for lower prices

Page 10: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 11: CRM Case 1: Central Europe Market Strategy - Simulation situation

20 Options

80 options we had received covering 11 activities.

20 options would be focusing in 2012 business

3

2

1

22

11

1

1

2

1 1

1

Page 12: CRM Case 1: Central Europe Market Strategy - Simulation situation

Our Strategy

TelTech3 Objectives

Profitability

DiversifyCustomer

Centric

Based 3B concept, the business strategy will be focusing on 3 main area

Business Objective

Business ResourceBusiness Market

Restore Profitability

• Enhancing our customer base with cross-selling thanks to our diversification

• Economies of Scale

Diversification of activities and clients

- More balanced portfolio- Opportunities of growth

in a mature market by cross selling and developing our expertise on promising activities

Develop Customer Centric Culture

- Customized offer- Adaptation to their

new projects and deployment of sector of activities

Page 13: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 14: CRM Case 1: Central Europe Market Strategy - Simulation situation

Targeted Segment Activities

• Telecom infrastructure: Alcatel- Lucent (124) Siemens communication (143,145)

• Space: Austrian Aerospace (150), EADS Germany (155), Skytronic (200)

• Subcontractor: Solectron Rumania/Ericsson (184)

New Strategic

New Diversification

• Automotive: Siemens VDO (147,148), Mercedes Benz (182), Volkswagen (183)

• Automation: Siemens building (132,136,137), Plisch (196)

• Broadcast: Rohde&Schwarz (169), Temex Time (175), Globes (191)

• Medical: SHE (171), Tyco electronics (179)

Traditional

Page 15: CRM Case 1: Central Europe Market Strategy - Simulation situation

Traditional Segment

Telecom Infrastructures

Subcontractor

Space

Which opportunities and why?

Source of « safe » revenues thanks to our expertise in these activities

To satisfy our current and potential customers with an improved offer

Long term relationship strategy

Space: Forecast of significant growth in 2012 (AIA 2011)

Page 16: CRM Case 1: Central Europe Market Strategy - Simulation situation

# Customer Part Class % Margin % TAM Interest WHY

143Siemens

CommunicationOSC300-PR K 40% 19%

Second Source

• Key account and Siemens communication

• Strategy to diversify our activities

• 40% margin• Economy of scale with 145

145Siemens

CommunicationOSC300-PR K 40% 20%

New Technology

• Key account and Siemens• New technology• 40% margin

124 Alcatel Lucent SAW400-PR K 40% 20%New

Technology

• Key account• Economy of scale• 40% margin• New technology

Telecom Infrastructures

Page 17: CRM Case 1: Central Europe Market Strategy - Simulation situation

Subcontractor

# Customer Part Class % Margin % TAM Interest WHY

184Solectron Rumania

OSC300-PR S 40% 23%Cost

Reduction

• 145 000 KU• Traditional sector• Economy of scale• Web campaign to diversify

image and Tel Tech business• 40% margin

Page 18: CRM Case 1: Central Europe Market Strategy - Simulation situation

Space

# Customer Part Class % Margin % TAM Interest WHY

200 Skytronic SAW300-RF Lead 53% % R&D Meeting

• Lead in a traditional sector• Safe contact (VP): Joachim

Schwarz is a good friend• Web campaign• 53% margin

150Austrian

AerospaceOSC400-HR B 67% 27% New project

• B account• Economy of scale with 155• 67% margin• Space: traditional sector• New project

155 EADS OSC400-HR A 67% 47%Galileo

Program

• A account• Economy of scale with 150• EADS is a big company we

trust• 67% margin

Page 19: CRM Case 1: Central Europe Market Strategy - Simulation situation

LOGO

New Strategic Segment

Automotive

Which opportunities and why?

One of the largest industry sectors in Europe and especially in Germany

Siemens new projects in this sector such as the hybrid driving system

Page 20: CRM Case 1: Central Europe Market Strategy - Simulation situation

# Customer Part Class % Margin % TAM Interest WHY

147Siemens

VDOSAW100-GP K 22% 6%

Upgrade Program

• K account Siemens• New strategic segment• Economy of scale

148Siemens

VDOSAW100-GP K 22% 8%

Upgrade Program

• K account Siemens• New strategic segment• Economy of scale• 1 251 000 units

182Mercedes

BenzSAW100-GP P 22% 54%

Management Meeting

• Mercedes good reputation• 6 millions units• Prospect• Economy of scale

183 Volkswagen SAW100-GP P 22% 37%Management

Meeting

• German company with good reputation

• 6 millions units• Economy of scale• Prospect

Automotive

Page 21: CRM Case 1: Central Europe Market Strategy - Simulation situation

New Diversification Segment

Automation

Broadcast

Medical

Diversification strategy with developing sectors of activities in Europe

Siemens is the world’s leader of automation technology

New opportunities with today’s challenges of the broadcast industry in Europe: digital services, mobile TV services, etc

Which opportunities and why?

Page 22: CRM Case 1: Central Europe Market Strategy - Simulation situation

Automation

# Customer Part Class % Margin % TAM Interest WHY

132Siemens Building

OCS100-GP K 38% 19%Cost

Reduction

• Key account : one of our main client

• Important KU (310 000)• Important margin• Automation: traditional

segment where we are good at

• Economy of scale

136Siemens Building

SAW400-PR K 50% 16% New Project

• Key account• Important KU (201 000)• Contact with the manager• Economy of scale • A 50% margin

137Siemens Building

SAW400-PR K 50% 14%New

Technology

• Key account• Contact with the manager• Economy of scale (with 7

companies)• Margin of 50%• New technology

196 Plisch OSC100-GP Lead 44%Application

Note

• Lead in our traditional segment

• Economy of scale with the part• Web campaign to diversify

image and Tel Tech business

Page 23: CRM Case 1: Central Europe Market Strategy - Simulation situation

# Customer Part Class % Margin % TAM Interest WHY

169Rohde & Schwarz

OSC300-PR A 57% % RFQ

• A account• Strategy to diversify our

activities• 57% margin• Economy of scale

175 Temex Time SAW400-PR B 57% 36%New

Technology

• B account• Contact: VP• Economy of scale• Strategy of diversification

191 Globes SAW400-PR Lead 59% %Price

Information

• Lead in the diversification sector

• 59% of margin expected• Economy of scale with 175

Broadcast

Page 24: CRM Case 1: Central Europe Market Strategy - Simulation situation

# Customer Part Class % Margin % TAM Interest WHY

171 SEH OSC100-GP B 42% 52% RFQ

• B account• Economy of scale• Siemens is also working on

the medical field so it could be new products for them

• RFQ• Web- campaign

179Tyco

ElectronicsOSC100-GP B 42% 41%

On going Program Upside

• B account• Economy of scale• Siemens is also working on

the medical field so it could be new products for them

• RFQ• Web- campaign

Medical

Page 25: CRM Case 1: Central Europe Market Strategy - Simulation situation

Negotiation

20 options - Probabilities

50% 70% 90%

Telco Infra

Proposal made

Prototype provided

Technical comment

Pre-series product

Space

Broadcast

Automation

Automative

Medical

Subcontractor

191

196

200

171

169

30% 100%

179

148

150

147

175

Segments

• RFQ• Competitors

• New Project• Appointment with

manager next week

• K account• Director contact• Cost reduction

137

182 183

184

143

136 145

155

132

124

169

150

132

Page 26: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 27: CRM Case 1: Central Europe Market Strategy - Simulation situation

2011 2013

K Units

20 Opportunities

2012 Sales Forecast

200 173 Kunits263 513 K€

Page 28: CRM Case 1: Central Europe Market Strategy - Simulation situation

2012 Sales Forecast

• Diversification

• Profitability in value and volume

• 88% of our profit comes from the safest opportunities

Page 29: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 30: CRM Case 1: Central Europe Market Strategy - Simulation situation

WCube

Phrase 1 Phrase 2 Phrase 3

# WHAT WHEN WHO143 Second source ? ? ?145 Refine the new product to test its final version 3 months R&D team124 Refine the new product to test its final version 3 months R&D team184 Adjust the production costs 2 weeks Production managers150 Define the characteristics of the new project 3 weeks KAM + production managers + VP200 Define the technical attributes of the new product 2 weeks R & D team + KAM155 Meet regularly with the Galileo program teams 3 months R&D team + KAM147 Design an improved product to enhance the entire project 2 months VP + R&D + Production managers148 Design an improved product to enhance the entire project 2 months VP + R&D + Production managers182 Specify the customer's needs 2 weeks Management team183 Specify the customer's needs 2 weeks Management team132 Adjust the production costs 2 weeks Production managers136 Define the characteristics of the new project 3 weeks KAM + production managers + VP137 Refine the new product to test its final version 3 months R&D team196 Application note ? ? ?

169 Analyze the customer's RFQ and adjust the costs according to the RFQ 2 weeks KAM + production managers + finance manager

175 Refine the new product to test its final version 3 months R&D team191 Determine the production costs and our price strategy 1 week Production managers + KAM

171 Analyze the customer's RFQ and adjust the costs according to the RFQ 2 weeks KAM + production managers + finance manager

179 On going program upside ? ? ?

Page 31: CRM Case 1: Central Europe Market Strategy - Simulation situation

What’s next?

MRP Logistics Forecast

EXISTING CRM STRATEGY NEW CRM STRATEGY

New CRM Services deliver a differentiated and highly competitive customer experience cost effectively is critically important and increasingly challenging as your organization interacts with potential customers through more communication channels than ever

Page 32: CRM Case 1: Central Europe Market Strategy - Simulation situation

Agenda

Introduction – Industry overview

3 Business Strategy

20 Selected Opportunities

Key Account Status and Perspectives

2012 Sales Forecast

What’s next?

Conclusion

1

2

4

5

6

7

Page 33: CRM Case 1: Central Europe Market Strategy - Simulation situation

Summary

Strategy of diversification for TelTech thanks to its K accounts.

Central Europe is a strategic zone that we need to focus on.

Long term partnerships thanks to a new CRM.

Page 34: CRM Case 1: Central Europe Market Strategy - Simulation situation

LOGO

Page 35: CRM Case 1: Central Europe Market Strategy - Simulation situation

Appendix

# Type Status Class Contact Activity

124 CUST Opp. K Alcatel-Lucent Telco-Infra132 CUST Opp. K Siemens Building Automation136 CUST Opp. K Siemens Building Automation137 CUST Opp. K Siemens Building Automation143 CUST Opp. K Siemens Communication Telco-Infra145 CUST Opp. K Siemens Communication Telco-Infra147 WEB Opp. K Siemens VDO Automotive148 WEB Opp. K Siemens VDO Automotive150 SHOW Opp. B Austrian Aerospace Space155 SHOW Opp. A EADS Germany Space169 WEB Opp. A Rohde & Schwarz Broadcast171 WEB Opp. B SEH Medical175 WEB Opp. B Temex Time Broadcast179 WEB Opp. B Tyco Electronics Medical182 SHOW Opp. P Mercedes Bentz Automotive183 SHOW Opp. P Wolkswagen Automotive

184 WEB Opp. S Solectron Rumania (Ericsson) Sub-contractor

191 SHOW Lead L Globes Broadcast196 WEB Lead L Plisch Automation200 WEB Lead L Skytronic Space

Page 36: CRM Case 1: Central Europe Market Strategy - Simulation situation

Appendix

Activity K€1 K€2 K€3 K€4 Total K€Total Automation 14 170 480 600 1 265

Total Automotive 11 198 720 1 260 2 189

Total Space 8 0 75 150 233

Sub-contractor 40 240 320 560 1 160

Total Telco-Infra 5 55 130 255 445Total 77 663 1 725 2 825 5 291

Activity K€1 K€2 K€3 K€4 Total K€Total Automation 14 170 480 600 1 265

Total Automotive 11 199 765 1 566 2 541

Total Broadcast 3 14 28 84 129

Total Medical 26 13 13 39 91

Total Space 83 75 75 150 383

Sub-contractor 40 240 320 560 1 160

Total Telco-Infra 5 55 130 255 445Total 181 766 1 811 3 254 6 013


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