Performance improvement
Stabilise revenue, increase earnings power
Offensive, value-creating, practical.When market conditions change, product portfolios often need to be realigned, customers served differently, or internal processes adjusted. Ideally, this happens before the company faces strong headwinds.
If conditions have already become stormier, swift action is required—not only on the cost side, but also, proactively, on the revenue side. This is because restructuring is often understood merely as cost cutting. However, that is often not sufficient to restore performance sustainably. Alongside the numbers-based approach to restructuring, we add a market-driven perspective—to stabilise revenue sustainably and increase earnings power.
Our services at a glance
- Business model optimisation: strategic development of value-driver business areas, adapting the business model to current market requirements, developing new (digital) business models, differentiation within the competitive landscape
- Product portfolio optimisation: focusing on strategic anchor products, eliminating slow movers, optimising pricing strategy and terms policy, introducing new products and services
- Customer and sales optimisation: sales offensive and development of key customers and target groups, separating from customers of low relevance to revenue and contribution margin, entering new sales channels and markets, winning customers, winning back former customers
- Accelerating and simplifying processes: operational (procurement, production, sales), strategic (product development, product portfolio management, customer management, procurement strategy, sales strategy), setting up projects, etc.
Use our unbiased perspective and proven toolkit to uncover and bring hidden gems to light. This is how you achieve sustainable earnings growth for your company.
Case Studies
Initial Situation
The company plans to double its revenue within the next 3-5 years
Task
Development of a strategy to increase revenue
maconda Contribution
- Comprehensive analysis of served end markets and customer groups (industry structure, number of operations, demand for surface technology, etc.)
- Evaluation of the German and international market for surface technology (development, structure, key demand drivers, prospects) through analysis of market data, forecasts, and maconda
- Market assessment; validation of results through numerous interviews with distributors, competitors, and customers as well as management workshops
- Analysis of positioning versus direct and indirect competitors (competitors and market shares regionally and nationwide) through confidential competitor and distributor interviews
- Revenue and earnings development of individual divisions (products and product groups, revenue, sales volume and profitability, complexity, sales effort, etc.)
- Analysis of current business processes and structures
- Identification and comparison of relevant courses of action to achieve planned revenue growth
- Determination of future strategic and operational fit of individual product/market combinations
- Development of a detailed implementation plan including work packages, milestones, and budget
Initial Situation
Private label manufacturer of muesli and cereal bars with high capacities and in a challenging market environment
Task
Identification and evaluation of strategic guardrails
maconda Contribution
- Analysis and evaluation of various strategic options, considering existing restrictions; elaboration of essential prerequisites and concrete measures, as well as estimation of the expected revenue potential of individual strategy modules over time
- Evaluation of opportunities for building an own brand based on market segmentation (price segment, sales volume, product concepts, etc.) and corresponding brand positioning
- Market and competitor screening of interesting foreign markets; creation of detailed profiles and elaboration of pros and cons with subsequent recommendation for market entry
- Development and elaboration of scoring models for evaluating selected foreign markets and individual strategy modules based on key criteria such as market volume, competitive environment, distribution channels, revenue and earnings potential, complexity, effort, time horizon, risk, etc.
Initial Situation
A leading German department store group with a large CRM department aims to increase the effectiveness of its customer relationship management
Task
Development of a comprehensive customer loyalty concept and setup of target-group-oriented direct marketing campaigns
maconda Contribution
- Review of existing CRM initiatives, linked to an established customer card and a well-known loyalty programme
- Analysis of the financial success of the wide range of ongoing CRM initiatives and identification of optimisation needs
- Comprehensive analysis of the extensive customer base through systematic data mining to uncover gaps in knowledge about existing customer segments
- Segmentation of customers (including via multivariate cluster analysis) into more than 20 groups in total
- Enrichment of customer clusters with micro-geographic data as well as external market research data (e.g. semiometric information) to develop cluster personas
- Development of detailed profiles for all customer segments and design of the corresponding activation mechanism
- Development of thematic stories and campaign guidelines
- Planning and support of pilot initiatives in selected department stores and campaign monitoring
Initial Situation
Lack of transparency regarding the precise success drivers of store performance at a leading Europe-wide retail chain for beauty and personal care products with multi-billion-euro revenues
Task
Comprehensive analysis of the nationwide store network to identify the “optimal” store and optimize store performance, as well as to create a robust basis for targeted store management and the further roll-out of stores
maconda Contribution
- Preparation of a detailed store database together with the company, including through primary collection of data and KPIs at store level
- Linking store-specific data (including performance KPIs, CRM data, omnichannel activity) with external micro- and sociodemographic data for each location (purchasing power, footfall drivers, centrality, etc.)
- Definition of homogeneous store clusters based on revenue size, floor space, micro-location, etc., with high statistical significance and explanatory power for store performance
- Identification of the precise performance drivers and levers for each store cluster (assortment, staffing, location, etc.)
- Derivation of targeted measures for ongoing store management in day-to-day operations
- Conducting numerous workshops with various specialist departments
Initial Situation
A shareholder of a long-established manufacturer of German spirits with regionally rooted brands would like to review its positioning, better manage challenges, and identify business opportunities.
Task
Development of the strategy for the systematic further development of the business and the creation of a stable business foundation for the transfer of responsibility to the next generation.
maconda Contribution
- Detailed assessment of the market and competition, product portfolio, customers, corporate structure, and operational processes.
- Exploratory discussions with market experts and targeted trade fair visits.
- Development and facilitation of several workshops on fact finding, DNA, and strategy.
- Evaluation of the product portfolio based on a detailed scoring model.
- Discussion and development of mutually compatible strategy modules and modelling of the respective revenue and earnings potential.
- Conceptual preparation of a product relaunch and modelling of a business plan.
- Initiating contact and holding discussions with existing and potential new customers.
- Initiating a systematic product development process and trend scouting, as well as driving measures for market research.
- Derivation of concrete measures for strategy implementation along the marketing mix, taking into account time and organisational resources.