Custom machine builder · MAB-002
Machinery & Plant Engineering · Southern Germany · 100–250 employees · Owner-managed SME
Score: 42 → 78 (+36 Punkte)
Southern German custom machine builder in its second generation, highly respected technically but perceived in the market as 'one of many'.
Initial Situation
- Margins eroding despite technical excellence.
- Sales sells machines instead of the value they create.
- No clear premium profile versus Asian competition.
IDEASCANNER Levers Applied
- Premium positioning as an engineering partner rather than a components supplier.
- Value story centered on lifecycle costs and TCO.
- Structured multiplier sales through system integrators.
Outcome
A noticeably clearer premium image in the target market, a new structured sales channel through system integrators, and measurably improved proposal and closing quality in field sales.