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Development of a growth strategy and recommended actions for the sales channel of Global Projects of Hansgrohe SE from 2020 to 2023

  • The object of the present master thesis is to understand the environment of the sales channel of Global Projects, its opportunities and challenges for Hansgrohe SE in order to clearly formulate a practicable, medium-term strategy for the period of 2020-2023 for the referred sales channel. A mixed method approach was used in this thesis, using both quantitative and qualitative methods. Raw data such as the channel’s net sales during 2016-2019 were observed from the internal sales system in order to understand the relevance in the past of the different business segments within the sales channel of Global Projects. Also, different external sources such as databases and reports from different consulting firms and international institutions were analyzed in order to determine the sales potential of the different business segments for the period of 2020-2023. A PEST analysis was conducted in order to identify the changes and effects of the external macroenvironment on the company’s strategic position. And finally, a competitor analysis was also conducted in order to identify the strengths and weaknesses of the company’s main competitors and the areas where the company should aim to improve. All previous research and analysis was complemented with expert interviews that were conducted with experts from ten different subsidiaries of the company who are in charge or involved in the sales channel of Global Projects in their respective regions, who helped defining the sales potential of the existing business segments and relevance of new segments that should be considered in order to develop the channel’s strategy. The result of the study suggested that the residential segment will represent the biggest sales potential for the channel followed by the hospitality segment. While there are other segments such as marine, retirement homes and bathroom pods & modular buildings which are expected to gain relevance in the future in some specific regions. As result of all research and analysis conducted throughout this thesis, the strategy and plan for the sales channel of Global Projects for the period of 2020-2023 was designed in line with the company’s strategic position.

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Author:Rodrigo González Lübcke
Advisor:Christoph Mergard
Document Type:Master's Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2020/02/29
Release Date:2020/03/10
Degree Program:MBA - International Business Management
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich geschützt