Reference BEULCO-ARMATUREN Gebr. Beul GmbH & Co. KG - Product Line Optimization
Supporting Product Line Optimization while Strengthening the Brand Strategy
Initial Situation and Project Goals
BEULCO’s clients make ever-greater demands regarding price, performance, and product innovation. Increasing competition from low-wage countries presents further major challenges for the company. A consistent, holistic analysis of the range of products it had developed throughout its existence was therefore required to ensure the company’s sustainability now and in the future and to identify goal- and solution-oriented measures that it could take. The goal of the collaboration between BEULCO and UNITY was the drawing-up of a list of criteria and the development of a systematic approach to evaluation in support of decision-making with regard to product line optimization. With this, BEULCO’s brand strategy was strengthened and production was streamlined.
“The consultants from UNITY, with their expertise and pragmatic approach, made a valuable contribution to the optimization of our range of products and to reducing product complexity at our company.”
Dr. Michael Schröder, Managing Director, BEULCO - ARMATUREN® Gebr. Beul GmbH & Co. KG
Tasks of UNITY
Together with BEULCO’s managers, UNITY identified the essential factors and spheres of activity that have an influence on the company’s range of products. Suitable criteria were identified by surveying the areas of strategy, finance, sales, and production. The relative importance and distance to realization of the individual criteria were determined to create a basis upon which to make the decisions required for the optimization of the product line. UNITY delivered an effective evaluation system for the pragmatic appraisal of this product line. A concrete plan of measures to be taken, including the determination of individual responsibilities regarding their implementation, rounded off the project.
Benefits for the Client
The work undertaken together by BEULCO and UNITY on the basis of a holistic approach successfully led to the necessary optimization of the former’s product line. Complexity was reasonably reduced with respect to present and future core competencies and unique selling propositions. The company’s sales force was provided with lines of argument with which to prop up sales to existing clients and to win new clients. As a result of the project, the company acquired a transparent, reusable evaluation system with which to determine the requirements of the new product catalog. In this way, a valuable contribution was made to the company’s strategic, financial, sales-related, and production-specific direction.
BEULCO - ARMATUREN® Gebr. Beul GmbH & Co. KG
The company BEULCO, with headquarters in Attendorn, Germany, was founded by Karl Beul in 1950. Currently employing 210 people, it is a premium supplier of solutions for water- and gas supply. The company markets its own range of products and produces components for selected industrial clients from the electric utility and piping system sectors. Its wide range of products made from non-ferrous metal (brass, Eco Brass, red brass) is renowned for its outstanding quality. The company is equally skilled when it comes to satisfying individual client requests, from initial design to the delivery of finished, durable, state-of-the-art fittings.
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