for internal use only october 2011 key account plan zf friedrichshafen ag / d – 88038...
TRANSCRIPT
FOR INTERNAL USE ONLY
October 2011
Key Account Plan
ZF Friedrichshafen AG /
D – 88038 FriedrichshafenKey Account Manager: Mark Kohl
Version: 01
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Structure
Action plan
History of change
Customer profile and key figures
Top 3 objectivesand customer projects
Market environment
Competition environment
Customer Analysis
Perception of the customer
Market environment
Competition environment
Own Position
Top 5 Objectives |strategies |
requirements
Domestic Account Team
IKAM-Team for Customer
Business Development
Procurement strategy
Won / loss key projects
Additional Information
Relations Enduser / Machine builder
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
1 Customer Analysis
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Customer AnalysisProfile | Shareholder | Key Subsidiaries
ZF Friedrichshafen AG is a leading worldwide automotive supplier for Driveline and Chassis Technology with 121 production companies in 27 countries. ZF is among the top 10 companies on the ranking list of the largest automotive suppliers worldwide. It is also a decentralized company with divisions and business units that operate independently and respond flexibly to the needs of their customers. However, the Group sets the strategy of divisions and business units, and the Group's overall interests take priority over the individual interests of divisions and business units. The divisions are: Powertrain, Chassis, Commercial Vehicle and Industrial technology. ZF Lenksysteme GmbH (division: steering systems) is a joint venture between Robert Bosch GmbH and ZF Friedrichshafen AG.
Short business profile
ShareholderName Share
in %Influence on purchasing decicions
Direct relationship exists?
Zeppelin Foundation (administered by the city of Friedrichshafen)
93,8% at ZF Friedrichshafen AG
No No, because that’s the city of Friedrichshafen
Dr.-Jürgen-Ulderup Foundation, Lemförde 6,2% at ZF Friedrichshafen AG
No No, because that‘s a private foundation
ZF Friedrichshafen AG 50% at ZF Lenksysteme GmbH
Yes / 50% Yes, we stay in contact with different subsidiaries
Robert Bosch GmbH 50% at ZF Lenksysteme GmbH
Yes / 50% No
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Company structure
ZF Friedrichshafen AGFriedrichshafen / Germany
C I
C I
Characteristics
C Contact (but not with all subsidiaries) -> color: green in contact.
No Contact
Important
Unimportant
NC
I
UI
Powertrain TechnologySaarbrücken / Germany
Industrial TechnologyPassau / Germany
Commercial VehicleFriedrichshafen /Germany
Divisions:
Chassis TechnologyLemförde / Germany
C I C CI I
ZF Services Schweinfurt / Germany
ZF Lenksysteme GmbHSchwäbisch Gmünd /
Germany
C I
NC UI
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Company structure
Powertrain TechnologySaarbrücken / Germany
C I
Characteristics
C Contact
No Contact
Important
Unimportant
NC
I
UI
Division:
Locations in Europe
•Germany: Saarbrücken, Neunkirchen, Brandenburg, Friedrichshafen, Schweinfurt, Kressbronn, Alsdorf, Thyrnau/Gotha•Slovakia: Levice, Trnava
Locations in North America•USA: Marysville, Northville, Gainesville, Greenville
Locations in Latin America •Mexico: Saltillo
Locations in South America
•Brazil: São Bernardo do campoCompanies partially managed in terms of operations - not allocated to the Division in terms of reporting due to monopoly criteria of other divisions.
Locations in Asia •China : Shanghai, Shenvang
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Company structure
Chassis TechnologyLemförde / Germany
C I
Characteristics
C Contact
No Contact
Important
Unimportant
NC
I
UI
Division:
Locations in Europe
•Germany: Ahrweiler, Bonn, Damme, Diepholz, Dielingen, Eitorf, Kreuztal, Schweinfurt, Simmern, Wagenfeld•France: Florange, St. Etienne, Fontenay•Great Britain: Darlaston, Solihul•Italy: Villar Perosa•Austria: Lebring•Slovakia: Levice, Tranava•Spain: Bilbao•Turkey: Izmir, Gebze
Locations in South Africa •South Africa: East London, Rosslyn, Spartan
Locations in America
•Argentinia: S. Francisco
•São Bernado do Compo, Sorocaba•Mexico: Guadalajara, Toluca•USA: Chicago, Detroit, Duncan, Hebron, Lapeer, Newton, Northville, Tuscaloosa
Locations in Asia/Pacific & Australia
•China: Shanghai, Changchun, Shenyang•Indien: Gurgaon, New Delhi, Talegaon/Halol•Korea: Gumi-City, Changwon•Thailand: Rayong•Australia: Adelaide, Melbourne
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Company structure
Commercial VehicleFriedrichshafen / Germany
C I
Characteristics
C Contact
No Contact
Important
Unimportant
NC
I
UI
Division:
Locations in Europe
•Germany: Friedrichshafen, Bielefeld, Dielingen, Passau, Schweinfurt•France: Bouthéon•Hungary: Eger•Spain: Ermua•Turkey: Izmir•Russia: Naberezhnye Chelny
Locations in America
•USA: Gainesville•Mexico: Guadalajara, Saltillo•Brazil: Sorocaba, Araraquara, São Bernardo do Campo•Argentinia: San Francisco
Locations in Africa•Alegria: Algier•Sout Africa: Johannesburg
Locations in Asia•China: Hangzhou, Shanghai, Shiyan, Suzhou•Pune
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Company structure
Industrial TechnologyPassau / Germany
C I
Characteristics
C Contact
No Contact
Important
Unimportant
NC
I
UI
Division:
Locations in Europe
•Germany: Passau, Auerbach, Diepholz, Espelkamp, Kassel, Friedrichshafen, Gotha•France: Paris•Great Britain: Luton•Italy: Padova•Netherlands: Krimpen•Austria: Steyr•Czech Republic: Stankov, Klasterec, Plzen•Turkey: Istanbul
Locations in North America•Mexico: Juarez•USA: Gainesville, Pleasant, Miramar, Seattle
Locations in South America •Brazil: Sorocaba
Locations in Asia, Pacific & Australia
•Australia: Bayswater•China: Hangzhou, Lizhou, Hong Kong, Shenyang, Zhuhai•India: Pune, Madurei•Indonesia: Batam•Singapur: Singapur•Taiwan: Kaohsiung
Location in the Middle East and Africa
•UAE: Sharjah
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Company structure
ZF Lenksysteme GmbHSchwäbisch Gmünd /
Germany
C I
Characteristics
C Contact
No Contact
Important
Unimportant
NC
I
UI
Division:
Locations in Europe
•Germany: Schwäbisch Gmünd, Berlin Bietigheim, Bremen•France: Marignier, Vendome•Hungary: Eger
Locations in North America •USA: Florence
Locations in South America •Brazil: Sorocaba, Belo Horizonte
Locations in Asia, Pacific & Australia
•China: Jinan, Nanjing, Shanghai, Yantai •India: Pune•Malaysia: Penang
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Customer AnalysisKey Figures | Top Objectives ZF Friedrichshafen AG
1. Strategically reorientation “go4ZF!”2. Expansion in technology leadership3. Become more independent from the automotive industry
Top 3 objectives / key projects on company level
Key figures
Figure 2009 2010 2011 2012
Market averag
e or key
competitor
Your assessment / remarks
ZF Friedrichshafen AG
Turnover
9,37 bill. € 12,9 bill. € 15,5 bill. € Market
Environ
m
Included 50% ZF Lenksysteme GmbH
ZF Friedrichshafen AG
Employees
60945 64600 72000 Included 50% ZF Lenksysteme GmbH
ZF Friedrichshafen AG EBIT -353 Mio. €
675 Mio. € market
Environ
m
Included 50% ZF Lenksysteme GmbH
ZF Lenksysteme GmbH Turnover
2,2 bill. € 3,0 bill. €
ZF Lenksysteme GmbH Employees
10480 10610
ZF Lenksysteme GmbH EBIT -103,5Mio €
149,7 Mio €
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Customer AnalysisKey Figures | Top Objectives ZF Friedrichshafen AG
Key figures
Figure 2009 2010 2011 2012
Marke
t average or key
competitor
Your assessment / remarks
Turnover ZF subsidiaries:
ZF Auerbach / Germany1.010,00 7.327,00 17.895,79 1.127,16
100V / 300S / OP03 /DP-Connectors
ZF Bonn / Germany 1.252,00 0,00 0,00 0,00 300S
ZF Lenksysteme GmbH
Bremen / Germany0,00 0,00 606,87 0,00
100V / 200V / 300S
ZF Damme / Germany 0,00 0,00 0,00 72,00 300S
ZF Diepholz / Germany 0,00 0,00 0,00 1.878,60 300S
ZF Friedrichshafen / Germany
0,00 1.060,00 0,00 0,00 300S
ZF Passau / Germany 0,00 442,00 0,00 0,00 DP-Connectors
ZF Schweinfurt / Germany 2.257,00 5.070,00 4.348,71 3.105,40 100V / 200V / Hub
ZF Lenksysteme GmbH
Schwäbisch Gmünd /
Germany
278,00 547,00 2.919,48 547,60
200V / OP03
ZF Tranava / Slovakia 0,00 0,00 1.000,00 0,00 300S / DP-Connectors
ZF Osvobozena / Czech
Republik0,00 0,00
150,000,00
100V/300V
Complete VIPA turnover
ZF Friedrichshafen AG
4.797 € 14.446 € 26.920 € 6.730 € All subsidiaries in europe Without machine builder
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Customer AnalysisMarket | Competition | Purchasing Strategy
No centralized purchasing, but also not every plant has its own purchasing department. (only bigger plants) ZF wants to change over from single sourcing to strategic partnerships, from parts suppliers to
system suppliers, from local suppliers to global suppliers. Reduction and rating of the suppliers (strategical, recognized, outbound…)
Procurement strategy
The automotive supplier industry will reach new all times high in 2011. In average the turnover will increase up to 12% and the EBIT will increase up to 6.5%. The German automotive industry overtook the American competition in the last decade. “Automotive Industrie Jan.2012”High demand from automatic transmissions and steering especially from USA and the emerging markets . “chairmann Härter Dec.2011”
Market environment
Competition environmentName Market
share (%)Strategy Strengths Weaknesses
Bosch TOP1 Automotive supplier worldw. Well-known
Continental TOP2 Automtive supplier worldw. Well-known
Getrag 2,5 bill.Turnover (2010)
Joint-venture Ford
Graziano / Italy Customer: Aston Martin, Ferrari
VW (Wolfsburg) / Nissan Own production
RENK (MAN subsidiary) Transmission for wind power plant, ship…
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / Auerbach/Opf.
Machine Builder:
Kubat / Eckental
Hammermeister /Atzmannsricht
Grohmann / (Prüm?)
Programmer:
Abraham Ing. Büro/ Hanbach
(VIPA) / Siemens
(VIPA) / Siemens
(VIPA) / Siemens
(VIPA) / Siemens
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
ZF
ZF
ZF
ZF
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / Passau
Machine Builder:
Meusel / Passau
Preggler / Deggendorf
ETAN / Obernzell
Intec / Tiefenbach
ZIPPEL / Neutraubling
Programmer: Paulik / Metten
Technology Partner:
Curocon / Bensheim
Siemens
Siemens
Siemens
Siemens
Siemens
Siemens
Siemens
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
ZF
ZF
ZF
ZF
ZF
ZF
Curocon
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / Gotha
Machine Builder:
M&R / Graz / Österreich
Trumpf / Ditzingen
MAG Powertrain / Eislingen
EWAB Engineering /
Hann. Münden
EFD Induction / Freiburg
Siemens
Siemens
Siemens
Siemens
Siemens
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
ZF
ZF
ZF
ZF
ZF
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / Schweinfurt
Machine Builder:
Scheba / Schweinfurt
Trips / Grafenheinfeld
Preh / Bad Neustadt
SK Hydro / Oberthulba
Siemens / Würzburg
Hofmann / Pfungstadt
Ditec / Heidelberg
Ohrmann / Möhnesee
(VIPA 100V) Siemens
Siemens
Siemens
Siemens
Siemens
(VIPA 300 IOs) Siemens
(VIPA 300S) Siemens
100V + TD03
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
ZF
ZF
ZF
ZF
ZF
ZF
ZF
Ohrmann / ZF
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / Schweinfurt
Machine Builder:
Noppinger / Röthlein Siemens
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
ZF
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / Saarbrücken, Espelkamp, Diepholz
Saarbrücken:
Technology Partner:
Curocon / Bensheim
Machine Builder:
ERS / Osterburken
ZIPPEL / Neutraubling
Diepholz und Espelkamp:
Machine Builder:
IWM / Porta Westfalica
Siemens
Siemens
Siemens
Siemens
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
Curocon
ZF
ZF
ZF
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / Friedrichshafen building automation
Machine Builder:
Hydro / Ravensburg
Hörburger / Waltenhofen
Imtech / Friedrichshafen
In Future:
YIT / Friedrichshafen
Not building automation:
ZIPPEL / Neutraubling
Siemens, Wago
Siemens, Wago
Siemens, Wago
Siemens, Wago
Siemens
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
ZF
ZF
ZF
ZF
ZF
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Relations / ZF Lenksysteme Schwäbisch Gmünd
Machine Builder:
Kiener / Lauchheim
Rohwedder
Bosch
Schnaithmann / Remshalden
Aureco / Königsbronn
Switchboard construction:
Heldele / Stuttgart, Salach
Beier & Seitz / Oberkochen
Siemens
Siemens
Bosch
Siemens, Bosch
Siemens
Siemens, Bosch
Siemens, Bosch
Relations: Most important enduser or machine builder
Enduser / Machine builder Technical Specification
Responsible for Permission
ZF Lenksysteme GmbH
ZF Lenksysteme GmbH
ZF Lenksysteme GmbH
ZF Lenksysteme GmbH
ZF Lenksysteme GmbH
ZF Lenksysteme GmbH
ZF Lenksysteme GmbH
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
2 Own Position
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ Auerbach/Obpf.Customer Perception | History
ZF Auerbach is convinced from VIPA. They think VIPA is placed well. Broad product range. Top support. They also find that our PLCs are better , smaller and faster. They like the Performance and the integrated Ethernet-Interface on our Speed7 PLCs. Only one negative point is highlighted: our quality problems. -> VIPA has to deal better with theese problems.
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
They use VIPA almost
exclusively for their own
projects. e.g.
refurbishments,
modernizations:
X Performance and the
integrated Ethernet-
Interface on our Speed7
PLCs.
Siemens
For smaller projects: X They use VIPA 100V with
OP03 because its
programmable with Step7
and the design is
compact/small
Siemens
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / Auerbach /Obpf.Competition
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
Siemens Only second source for Modernizations. They only use Siemens PLCs, if VIPA doesn‘t have parts in it‘s product range. They uses Siemens for visualization: e.g. KTP400-1000 / TP900Comfort (consideration) and for decentralized application: ET200S with profibus. Profinet will come in the future
Hold the status do be the only PLC provider in the general shipping construction of ZF.
- brand image- Complete
concepts for the automotive supplier industry. E.g. Transline2000
- International presence
Wago They also use WAGO for dezentralized applications.
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ PassauCustomer Perception | History
VIPA is not a standard supplier for their area. Furthermore they don’t want to add new supplier in their own machine builder area.
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
Volkswagen 08/10 1.000€ X Approval from our
DP-connectors
Siemens
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / PassauCompetition
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
Siemens(own machine builder department)
They use Siemens as a standard supplier for PLCs. They use S7-300 (315-2DP, 317F…) and S7-400 (412,414 because of memory and performance) -> but Focus on 300er. Profibus 90%/10% Profinet. For decentralized application: ET200S and ET200pro. Profinet will come more and more in the future. Visualization no panels, only PCs with Wincc. DP-connectors from Siemens
Hold the status do be the only PLC provider in the general shipping construction of ZF. Push the F-PLCs and Profinet
- brand image- Complete
concepts for the automotive supplier industry.
- International presence
- F-PLCs
Phoenix, Helmholz (own machine builder department)
They also use Phoenix and Helmholz DP-Connectors.
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ GothaCustomer Perception | History
ZF Gotha tested Speed7 in 2005 without success. However they don’t know the problem, which was in the past. It could be the support of special blocks in the program, but they aren’t sure.
They are open towards a new VIPA test by a suitable project. (stand-alone project / machine)
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
VIPA Test 315 / 317 05 X Speed7 compatible
Problems
Siemens
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / GothaCompetition
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
Siemens They use Siemens as a standard supplier for PLCs. They use S7-300 (315-, 319-). (also F-PLCs). For decentralized application: ET200B.
Hold the status do be the only PLC provider in the general shipping construction of ZF.
- brand image- Complete
concepts for the automotive supplier industry.
- International presence
- F-PLCs
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ SchweinfurtCustomer Perception | History
ZF Schweinfurt has positive experience with VIPA in the small PLC range (like 100V/200V) VIPA is a flexible company, which produces PLCs in comparison to Siemens. They are open to get one step further to extend the business. -> Therefore they are open to fix a contract which is the base for the extension by ZF Friedrichshafen AG. The own machine builder department don’t want to promote VIPA. -> It should go out from the maintenance department.
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
They use VIPA exclusively
for small projects. (100V/
sometimes 200V)
X They use VIPA 100V because
its programmable with Step7
and the design is
compact/small.
Siemens
Supplier: Hoffmann / Line 5 2012 1.500 € X They use VIPA 300 IOs
because of the project
approval from ZF.
Siemens
Supplier: Ditec / projects in the Future / electroplating
2012 X Approval from ZF! Ditec uses
VIPA Speed7 + IOs since a
few years ago for other
customers. Positive
experience.
Siemens
Supplier: Servus / high rack warehouse
2011 X They bought a complete
machine concept after visiting
the VIPA machine. SPEED7 +
Touch Panels
Siemens
DP-Connectors and DP-Hub 2012 1.200 € X They want to test it in a
machine which makes current
problems.
Siemens, Helmholz
Supplier: Ohrmann Montagetechnik / appliance
since 2007
X Appliance with big square problem. They use VIPA 100V and TD03 because the design is compact/small and the approval from ZF.
Siemens
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / SchweinfurtCompetition
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
Siemens They use Siemens as a standard supplier for middle-size to high performance applications. They use S7-300 (from 315-2PN-). (scattered S7-400). For decentralized application: ET200S Profibus. Profinet will come more and more in the future. They use the Profinet Interface for the connection to the housenet.
Hold the status do be the only PLC provider in the general shipping construction of ZF.Push the F-PLCs and Profinet
- brand image- Complete
concepts for the automotive supplier industry.
- International presence
- F-PLCs
Siemens(own machine builder department)
They use Siemens as a standard supplier for middle-size to high performance applications. They use 315-2PN + 317-2PN and dezentral only Profinet-IO.
Hold the status do be the only PLC provider in the general shipping construction of ZF. Push the F-PLCs and Profinet
- brand image- Complete
concepts for the automotive supplier industry.
- International presence
- F-PLCs
Wago (own machine builder department)
They only use Wago for dezentralized applications. More Speedway (IP67) than 750- (IP20)
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ Saarbrücken / CuroconCustomer Perception | History
They are partner from Siemens and its really difficult to use VIPA in the future Maybe VIPA could try to convince the technology partner for transmission testing systems. -> Curocon could
decide which Technology will be used in the future at ZF projects. ZF Saarbrücken only gives us a chance if we have high technology products, which are better than Siemens.
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / Saarbrücken / CuroconCompetition
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
Siemens KAM (which changed in 2011)
They use Siemens as a standard supplier for all applications. Assembly technique: S7-300/S7-400Manufacturing technique: NC-PLCs with Transline Programming.
Hold the status do be the only PLC provider in the general shipping construction of ZF.Push the F-PLCs and Profinet
- brand image- Complete
concepts for the automotive supplier industry.
- International presence
- F-PLCs
Curocon:
Siemens
KAM (which changed in 2011)
They use Siemens as a standard supplier for the transmission testing systems. 416F and 2 x CP443. decentral: ET200S Profibus/Profinet with safety IOs, SSI module with special firmware (4kH). Approcimately 10 full ET200S Slaves and sporadic ET200M with Safety. Money plays no role. Technology is important.
Hold the customer with high technology product solutions and special Firmware for special requirements.
- Flexible to generate special firmware for high technology applications
Beckhoff They think about to use Beckhoff in the Hybrid transmission system.
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ Espelkamp / DiepholzCustomer Perception | History
Espelkamp: Experience with VIPA is positive. -> machine builder IWM uses VIPA because of the performance of the SPEED7 PLCs. Diepholz: Experience with VIPA is negative. -> They don’t want to give VIPA an approval for PLCs again-> we are blocked right now, because of different
problems in the initiation phase. VIPA PLCs are not compatible to Siemens (Transline Programming -> Diagnostic) -> no chance right now! (Additionally: defect PLCs -> They are really angry!)
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
Espelkamp:
2 Projects with 315SB with
Siemens Ios and decentral
Beckhoff over machine
builder IWM
2009 / 2010
2000,- X Performance of 315SB Siemens
Diepholz:
3 Projekcts with 315SB
2009/
2010
3.000,- X Price and Performance of
315SB
Siemens
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / Diepholz /IWMCompetition
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
DiepholzSiemens
They use Siemens now again as a standard supplier for all applications. Assembly technique: S7-300 (no compact plcs), Transline 2000. decentralized: ET200SHMI Lite (Transline)
Hold the status do be the only PLC provider in the general shipping construction of ZF.Push the F-PLCs and Profinet
- brand image- Complete
concepts for the automotive supplier industry.
- International presence
- F-PLCs
DiepholzBeckhoff
They also use Beckhoff for dezentralized applications.
IWMSiemens:
They use Siemens as a standard supplier for all applications. S7-300 (315-319). Sporadic S7-400 and F-PLCs. Dezentral: ET200S.
Hold the status do be the only PLC provider in the general shipping construction of ZF.Push the F-PLCs and Profinet.
- brand image- Complete
concepts for the automotive supplier industry.
- International presence
- F-PLCs
- Support
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ Friedrichshafen building automationCustomer Perception | History
Experience with VIPA is negative. -> we are blocked right now, because of different problems MPI Problems, battery problems, PLC “christmas tree”
Ethernet connection problems and so on. They are angry! -> they don’t trust us. Furthermore VIPA has to prove again, that we have no problems right now. -> than we have a chance in the
future but only if our plcs work without failure.
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
Different Projects with VIPA
Speed7 PLCs (312C, 313,
315, 315NET) in the building
automation
2006 / 2007 / 2008
5000,-
16.000,-
14.000,-
X Ethernet Interface on
board, price, performance
Siemens
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / Friedrichshafen building automation Competition
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
Building automationSiemens
They use Siemens now again as a standard supplier for all applications in the building automation. S7-300, First project with Profinet realized.
Hold the status do be the only PLC provider in the general shipping construction of ZF.Push Profinet
- brand image.- International
presence- Profinet PLCs
Building automationWago
They use Wago with inteligent for dezentralized applications.
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position/ ZF Lenksysteme Schwäbisch GmündCustomer Perception | History
Machine builder department: They don’t have any experience with our plcs right now. -> the product range of Vipa has positive surprised. -> Are open to test VIPA in their machines.
Perception of the customer
Key projects – historical viewProject Tim
eValue Won Lost Reasons (customers
view ONLY!)Competitor
Different small Projects with
VIPA 200V in the
maintenance department.
2007 - 2011
X Small compact modular
system, which is
programmable with Step7
Siemens
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Own Position / ZF Lenksysteme Schwäbisch Gmünd
Competitor Resources Position with the customer
Strategy Strengths Weaknesses
Siemens(own machine builder department)
They use Siemens as a standard supplier for all applications S7-300! Divided in: test machines: 313C-2DP with Lean CP and for the series production machines: 317-2DP/ 319-2DP because of memory and performance + CP343 Advanced + minimum 2 pcs. 32DI, 2 pcs. 32DO. Furthermore minimus 1 pcs. Diagnostic repeater. DP-connectors. OP277, Motion Sinamics.
Hold the status to be approved with Bosch Rexroth together in the general shipping construction of ZF Lenksysteme.Push the F-PLCs and Profinet
- brand image.- International
presence- Profinet PLCs- F-PLCs
Murr(own machine builder department)
They use Murr (IP67) for dezentralized applications.
Bosch(own machine builder department)
Motion Bosch Rexroth (S120)
Key competitors
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
3 Business Development
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Business DevelopmentTop 1 – Objective – ZF Friedrichshafen AG / General / Already Reached
By the beginning of 2012 we will have signed a frame contract to be listed as a supplier for company equipment to extend business with ZF Friedrichshafen AG. (Basis)
Objective
Due to business starting points in different plants , we will ask the central purchasing department for a possibility and interest to extend the business at ZF Friedrichshafen AG plants. If there is a chance, we have to negotiate a contract and conditions, which could be used from all ZF plants in Germany. Additionally this could be a door opener for other ZF subsidiaries worldwide.
Strategy
2011-November-15th: Ask for a possibility and interest to extend business 2012-January-17th: Negotiate Frame Contract and conditions for ZF Germany 2012-March-01st: Last Meeting to check different points. 2012-March-26th: Signing of the frame contract with beginning 01.04.2012
Milestones
-> frame contract from ZF Friedrichshafen AG must be signed-> better conditions, because of bundling the purchasing
Requirements
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Business DevelopmentTop 2 – Objective - ZF Friedrichshafen AG / General
By the End of 2012 we will have realized some projects by ZF Friedrichshafen AG plants direct or indirect (machine builder) to increase the turnover. (VIPA material could be components or complete PLC solutions)
Objective
The first Step is to increase the awareness at the ZF plants. Therefore we will visit the different plants and present our Products in front of all relevant contact people to find out, which plants are “open” for VIPA. In these “open” plants we try to find business starting points and analyze their machine builder to place our products where it is suitable. If we find possible starting points we will offer them a lending of the PLCs (components) to get their own experience with VIPA.
Strategy
2012-January-17th: approval for Ditec (Heidelberg) -> future projects for electroplating (Speed7 - Schweinfurt)
2012-March-01th: approval for Hoffmann (Pfungstadt) -> project Line 5 (300 IOs - Schweinfurt) 2012-March-07th: First order of DP-connectors and Profibus Hub (Schweinfurt)
Milestones
It depends on the plant: High Technology Products, Safety, Profinet.- Listed as a supplier
Requirements
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Business DevelopmentTop 3 – Objective – ZF Friedrichshafen AG / General
By the year of 2013 we are listed in minimum 2 ZF plants in their site specific-suppliers list with different products. (not general). The aim is to give their machine builders the opportunity to use VIPA as an approval for the ZF plant to indirectly increase the turnover for VIPA.
Objective
After the positive experience in different projects with VIPA in selected plants and the signed frame contract, we will ask for the possibility to be listed in the shipping specification list in this ZF plant. Therefore we will get in contact with the important decision maker of the plant and convince them from VIPA. If we have the first approval for different VIPA components, we could use this as an internal reference within the customer organization / plants to help getting the next one.
Strategy
Milestones
Requirements
It depends on the plant: High Technology Products, Safety, Profinet.- Listed as a supplier
2012-February-10th: Showing willingness to add us in the specification book from the plant in Auerbach but
also dependent from the plant in Schweinfurt. 2012-January-17th: Showing willingness to add us in the specification book from the plant in Schweinfurt
after more experience with VIPA
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Business DevelopmentTop 4 - Objective – ZF Friedrichshafen AG / General
By the year of 2013 we will have a reference project (projects) from ZF or their machine builder. We could use this reference for different advertisement within the branch. (e.g. Automotive journals, PLC-Magazine, Homepage, VIPA News)
Objective
Due to ZFs or their machine builders good experience with VIPA in a project, we will ask for a possibility of a reference project. If there is a chance to write an article, we would support them. The complete release we will also use as internal reference within the customer organization to increase the awareness. (e.g. other plants).
Strategy
…
Milestones
- Successful realized and interesting projects in ZF plants
Requirements
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Business DevelopmentTop 5 – Objective - ZF Lenksysteme GmbH - Schwäbisch Gmünd
By the beginning of 2013 we will extend the business with ZF Lenksysteme GmbH (headquarters: Schwäbisch Gmünd) to increase the turnover!
Objective
First of all, we have to increase the awareness of VIPA at ZF Lenksysteme GmbH. Therefore we will present our Products in front of all relevant contact people (machine builder, maintenance, planning department) to convince them and to find business starting points. Then we have to localize a specific machine type or project, where they could test VIPA. If the Test will be successful, we will use that as internal reference within the customer organization and try to place VIPA in this area to increase the turnover.
Strategy
2011-November-18th: Short Presentation of VIPA and product range in front of the maintenance department (car) 2012-March-02nd: Presentation of VIPA and product range in front of the machine builder department 2012-March-26th: Call of the lending VIPA 315NET + IOs, Profibus Hub and DP-Connectors (mb department) 2012-April-05th: Offer of the lending components (mb department)
Milestones
Requirements
- Convince the machine builder department, maintenance of the 3 plants in Schwäbisch Gmünd and the planning department (which is responsible for the shipping specifications).
- Listed as a supplier
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Business Development for ZF Friedrichshafen AG / Germany Domestic Account Team
Mark KohlKey Account [email protected]: 0179/2378191
Horacio de JesusSales EngineerPlants: Bietigheim, SimmernTechnology partner:Curocon in [email protected]: +49(0)173-1660937
Michael HelmerSales EngineerPlants: Diepholz, Lemförde, Bremen, Damme, StemwedeMachine builder:IWM in Porta [email protected]: +49(0)162-2153393
Jürgen SimmererSales EngineerPlant:s Auerbach, Nü[email protected]: +49(0)173-4967078
Holger EngelhardtArea ManagerPlant: [email protected]: +49(0)172-8347230
Michael SchermArea ManagerPlants: Gotha, [email protected]: +49(0)172-8258984
Heinz HirtreiterSales EngineerPlant: [email protected]: +49(0)162-1385501
Farschid NikpourSales EngineerPlants: Saarbrücken, [email protected]: +49(0)172-8258985
Joachim BrendleSales EngineerPlant: Schwäbisch Gmü[email protected]: +49(0)173-1660937
Achim OepenSales EngineerPlants: Bonn, Bad [email protected]: +49(0)175-2436565
Wolfgang LiebnerSales EngineerPlants: Berlin, [email protected]: +49(0)174-2333633
Marco RothSales EngineerPlant: [email protected]: +49(0)162-1382462
Helmut SundelinKey Account [email protected]: 09132/744-1755
Alwin FaberTechnical SalesPlant: [email protected]: +49(0)162-8132209
Fritz DotzerApplication EngineerTechnology partner:Curocon in [email protected]: +49(0)172-8369952
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Tasks• To get in contact with the plants and present VIPA products to increase awareness with support of the IKAM team.
NKAM
IKAM Team for Customer
Country Name
Different Countries Different contact people
ZF Friedrichshafen AG
•Discover projects•Research•Project tracking•Build relationship•Analyse Cross-Selling potential•Frame agreement and approval•Increase awareness
GER
Tasks
M. Kohl
Country Name
LKAM
Optional: Use the signing of the frame agreement with ZF as a door opener to find business starting points.
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Friedrichshafen AG / Auerbach
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
1 Visit Maintenance in Auerbach to introduce myself and give a presentation of VIPA.
Mr. Luber / Mr. Bayer
November 2011
Closed Problems with VIPA Bus connectors, Interested in VIPA Touch Panels -> workshop
2 Send 80 pcs. Bus connectors Mr. Bayer November 2011
Closed For changing
3 Workshop with Dennis Kirsten to present VIPA Touch Panels with Movicon
Mr. Bayer / Mr. Aures
January 2012 Closed Send Movcion Demo CD
4 FU VIPA Touch Panels with Movicon
Mr. Bayer February 2012April 2012June 2012
ClosedClosedOpen
Still no time to test -> postponed
5 Ask about technical shipping specifications with VIPA for Auerbach
Mr. Bayer / Mr. Luber
February 2012April 2012June 2012
ClosedClosedOpen
6
7
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Friedrichshafen AG / Passau, Gotha
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
1 Visit ZF Passau-> machine builder department to introduce myself and give a short presentation of VIPA.
Mr. Dankesreiter November 2011
Closed Contact maintenance department and schedule a new meeting with the complete machine builder department for the next year.
2 Contact maintenance department (Passau)
Mr. Schmalzl December 2011
Closed Is blocking! No interest!
3 Schedule a new meeting with the complete machine builder department to present VIPA
Mr. Dankesreiter, Mr. Haltermann
February 2012September 2012
ClosedOpen
Is blocking now, because of time problems and his boss, maybe try in autumn. -> postponed
4 Visit ZF Gotha-> maintenance department to introduce myself and give a presentation of VIPA.
Mr. Kerber, Mr. Breithaupt
November 2011
Closed They are open towards a new VIPA test next year -> send some technical information
5 FU Test VIPA Speed7 PLC Mr. Breithaupt February 2012April 2012June 2012
ClosedClosedOpen
No time!No suitable project!
6
7
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Friedrichshafen AG / Schweinfurt
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
1 Visit ZF Schweinfurt-> maintenance and central purchasing department to introduce myself and discuss the possibility to extend the business with ZF
Mr. Kritzner, Mr. Denninger, Ms. Möslein
November 2011
Closed Contact Mr. Kritzner and schedule a new meeting with the machine builder department and the maintenance for the next year. -> also schedule a new meeting with Ms. Möslein to discuss conditions and contract.
2 Meeting with the machine builder department and the maintenance to present VIPA and the product range.
Mr. Kritzner, Mr. Philippi, Mr. Denninger, Mr. Schramm, Mr. Sarre
January 2012 Closed Big topic Profinet… (Safety)Approval VIPA for Ditec
3 Meeting with the purchasing department to discuss conditions and contract. (Negotiate)
Ms. Möslein January 2012February 2012March 2012
ClosedClosedClosed
-> check different points!-> check different points!Contract signed and starting 01.04.2012
4 Meeting FU possible starting points and projects + present VIPA in front of the technical office
Mr. KritznerMr. Sendelbach (technical office)
March 2012 ClosedClosed
Approval VIPA for Hoffmann!Next meeting together with his boss Mr. Stengel
5 Get in contact for Interest Business Solution
Mr. Treutlein March 2012 Closed Schedule a meeting to present VIPA Business Solution
6 FU further approach to extend business
Mr. Kritzner May 2012 Open
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Friedrichshafen AG / Schweinfurt
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
7 General Meeting Present VIPA Business Solution
Mr. Treutlein, , Mr. Sendelbach, Mr. Johanni, Mr. Vormwald, Mr. Knoblach
May 2012 Closed Schedule a meeting to present VIPA Business Solution in front of other contact people: Mr. Stengel, Mr. Philippi, Mr. Reitz, Mr. Geiser
8 Meeting Present VIPA Business Solution with more details
Mr. Treutlein, Mr. Sendelbach
June 2012 Open They want to organize that!-Retrofit Exhaust system-Extend current machines-Integrate in machine builder department.
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Friedrichshafen AG / Saarbrücken, Neunkirchen, Curocon
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
1 Visit Maintenance in Saarbrücken to introduce myself and ask about finding business starting points.
Mr. Bennecke November 2011
Closed Schedule a meeting to present VIPA at the technology partner Curocon . Herr Wissbach
2 Get in contact with curocon! Mr. Wissbach January 2012 Closed Meeting is planned for February 2012
3 Meeting with Curocon to analyse the requirements for ZF transmission testing systems
Mr. Wissbach February 2012 Closed Together with Fritz Dotzer -> high performance application -> SLIO for Hybrid Project?
4 FU Hybrid Project Mr. Wissbach June 2012 Open SLIO with time stamp could be interesting.
5 FU ZF Saarbrücken other opportunitys to find business starting points.
Mr. Bennecke May 2012 Open Information about the meeting with curocon.
6 Visit Maintenance in Neunkirchen to introduce myself and ask about finding business starting points.
Mr. Lauer May 2012 Closed Interest at vipa business solution for the energy management area.
7 FU Business Solution presentation
Mr. Lauer, Mr. Adam (Saarbrücken)
August 2012 Open
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Friedrichshafen AG / Espelkamp, Diepholz, IWM
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
1 Visit Maintenance in Espelkamp to introduce myself and give a presentation of VIPA.
Mr. Siekkötter December 2011
Closed Not so much potential! Important machine builder IWM
2 Visit Maintenance in Diepholz to introduce myself and check the current situation
Mr. Hoffmann December 2011
Closed VIPA is blocked! Many problems! Important machine builder IWM
3 Visit IWM to introduce myself and give a presentation of VIPA. -> find business starting points
Mr. Wingarn February 2012 Closed Info problems at ZF Diepholz!Interest in lending 300IOs for projects.
4 FU IWM -> Information about Problems at ZF Diepholz and call of lending 300IOs
Mr. Wingarn,(Mr. Baurichter)
May 2012 Open FU Michael Helmer
5 FU Problems with VIPA (Diepholz)
Mr. Hoffmann May 2012 / June 2012
Open After we get Infos from IWM
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Friedrichshafen AG / Friedrichshafen building automation
No.
Action item (What?) Responsible (Who?)
Until when? Status?
Remarks
1 Visit building automation department to introduce myself and check the current situation
Mr. Marschall, Mr. Kückelhaus, Mr. Hertkorn, Mr.Ellinger
February 2012 Closed
Angry about VIPA, a lot of problems -> Change all old PLCs to get a further chance.
2 Change of 5 pcs. 315SB and 2 pcs. 315NET to get a further chance.
Mr. Hertkorn February 2012 Closed
3 FU Changing PLCs Mr. Hertkorn February 2012March 2012April 2012May 2012
ClosedClosedClosedOpen
1 new PLC in use without problems2 new PLC in use without problemsNo time! stressed
4 NEW Meeting FU changing PLCs and possibility for new projects.
Mr. Hertkorn, (Mr. Marschall)
June 2012 / July 2012
Open
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Lenksysteme GmbH
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
1 Visit ZF Lenksysteme GmbH -> Schwäbisch Gmünd / Maintenance to introduce myself and give a short presentation of VIPA.
Mr. Schwind / Mr. Nessel
November 2011
Closed Get in contact with Holger Herzer and schedule new meeting next year.
2 To get in contact with Mr. Herzer Mr. Herzer November 2011
Closed We have to convince the machine builder department and complete maintenance
3 To get in contact with the machine builder department
Mr. Grupp and Mr. Bompe
December 2011
Closed Possible meeting in February!
4 Meeting to present VIPA in the maintenance department of the plant in Bietigheim-Bissingen
Mr. Spörle / Mr. Hönig, Mr. Ülger
February 2012
Closed Try to get Inside in Schwäbisch Gmünd!
5 Meeting to present VIPA in the machine builder department
Mr. Grupp / Mr. Bompe / Mr. Wallner
March 2012 Closed Get in contact in 2 weeks for lending a PLC to test it.
6 FU Call of the lending PLC and write an offer.
Mr. Grupp / Mr. Bompe
April 2012 Closed Test will be finished not before June 2012
7 FU Test lending PLC and further approach
Mr. Bompe June 2012 Open Mr. Bompe is in May in vacation.
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Action Plan ZF Lenksysteme GmbH
No.
Action item (What?) Responsible (Who?)
Until when? Status? Remarks
8 Fixed a big meeting with the complete maintenance of the 3 plants and the planning department to convince them
Mr. Schwind April 2012 Closed App. 10-20 people
9 Visit ZF Lenksysteme GmbH -> Schwäbisch Gmünd / complete Maintenance of the 3 plants and planning department to present VIPA.
Mr. Schwind May 2012 Open App. 10-20 people / also visiting Mr. Herzer
10 Contact with plant in Bremen Mr. Ahrens February 2012/April 20122013
ClosedClosedOpen
Not interested! Is blocking, maybe in 2013
11 Offer of IM306 for plant in Berlin Mr. Hinzmann March 2012 Closed FU Offer and visit! -> contact Mr. Löbert
12 Meeting to present VIPA / Berlin Mr. HinzmannMr. Löbert
June 2012 Open Mr. Löbert Main contact!
Key actions
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
Additonal Information
Additional Information
• ZF Lenksysteme GmbH -> Schwäbisch Gmünd -> app. 40 machines p.a.• ZF Friedrichshafen AG -> Schweinfurt -> app. 50-100 machines p.a.• ZF Friedrichshafen AG -> Passau -> app. 50 machines p.a.• More potential via machine builder
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011
History of Change
Date Change item Author
2011-05-13
First version of the Key Account Plan ZF Friedrichshafen AG Mark Kohl
History of change
FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011 System | Monat Jahr
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