14
User report
Power tool manufacturer Fein: International sales planning with geomarketing
The power tool manufacturer C. & E. FEIN GmbH has long relied on
supporting existing resellers or finding new ones. We regularly evaluated
our progress and made the necessary
adjustments. Using this geomarketing
approach, we were able to quickly and
successfully complete our sales expansion into Poland.
geomarketing for the successful management of its markets. Geomarketing is particularly indispensable when it comes to sales planning,
according to Klaus Wartlik, head of marketing and sales at C. & E. FEIN
GmbH. In an interview, Wartlik discusses successful sales planning in
the Polish market.
How long and for what purpose has
Fein been using geomarketing?
We've been using RegioGraph since
fall of 2006 in order to better support
and manage our sales operations.
Thanks to RegioGraph, we've been
able to optimize our reseller sales network according to potential, further
develop our sales network in Eastern
European markets such as Poland and
acquire new resellers and end customers. We also take a geomarketing
approach to our expansion planning
by analyzing a country before we
enter its market.
Klaus Wartlik, CEO
Marketing & sales,
C. & E. FEIN GmbH
Which components of geomarketing
do you use?
We use the geomarketing software
RegioGraph to visualize internal and
external market data as they relate to
our markets. Our market research
division also uses RegioGraph, digital maps and market data to locate
potential and evaluate turnover performance – for example, the number
of companies per market segment at
the level of postcodes. We compare
this information to internal turnover
data per reseller and market segment,
which allows us to determine our
degree of market exploitation and
locate untapped potential.
Tell us about how you planned the
new sales network in Poland?
First, we assembled all those concerned: It's important that everyone is
informed and on board with the process. This included individuals from
market research, marketing, sales and
our subsidiary. It was immediately
apparent that we had to take a geomarketing approach, because Poland
isn't a new market for us. After defining our goals, we nominated those
responsible and familiarized them
with geomarketing techniques. Next,
we used RegioGraph and data on
potential to analyze the market in
question: For example, we evaluated the existing locations of resellers
according to spatial factors and sales
structure. We then identified our precise regional market potential directly
on digital maps and ran various test
scenarios for establishing new or
under-represented locations.
Fein uses RegioGraph not only for
planning purposes, but also for
tracking operations, correct?
Exactly. After the planning stages,
we then proceed to the implementation phase. For all of the defined sales
territories, we set guidelines for our
external sales force for the purpose of
In short, geomarketing has become an
integral and indispensable aspect of
our sales management.
About FEIN
The company C. & E.FEIN was founded in 1867 in
Karlsruhe, Germany. The company headquarters
What has Fein gained from
geomarketing?
Ever since we implemented geomarketing to optimize our operations,
we've had a significant increase in
turnover! These concrete results have
made geomarketing with RegioGraph
and associated market data a central
component of our strategic planning
and success controlling. The reliabilty
and clear analyses generated by this
approach ensure greater transparency
and confidence in our decisions –
qualities essential to a globally active
company like Fein.
was relocated to Stuttgart three years later. Today
this world-renowned power tool manufacturer is
based in Gmünd-Bargau, Germany and is a market
leader, with 17 international subsidiaries, more than
50 agencies throughout the world and 500 patents
/ patent applications. FEIN develops and produces
power tools for industries and handicraft, with a
concentration on the metal, construction and automotive segments.
> www.fein.de
Contact person:
Rabea Mangold, project manager, PR & Marketing
E-mail: [email protected]
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GfK GeoMarketing Magazine 01|2010