Material handling equipment reseller


The client was one of the main material handling equipment resellers in Germany and the Benelux.

Type of project

Software, automation and robotics were challenging their market position. Hedera was asked to formulate a strategy that would ensure they remain competitive.

The challenge

  • The core business of the client was in conventional material handling equipment
  • The client’s business was at risk as distribution centers increasingly chose automated solutions (robotics, software) to manage their logistics
  • They wished to understand the role their organization could play in the industry moving towards 2020

What we did

  • Analyzed opportunity attractiveness of automated material handling products and customer segments
  • Assessed partnerships through interviews with software distributors and automation engineering companies, and compiled a partnership shortlist
  • Developed financial projections for the business case and investment roadmap

The result

  • 3 strategic scenarios with insights into financial implications, business model suitability and risks
  • Implementation and change management plan
  • A shortlist of acquisition targets to build automation and software capability
  • Clear recommendations on the product and customer segments that provided the most revenue potential and organizational fit

“The strategy was as robust as any of the top-tier strategy houses would deliver, but the actionability was unparalleled”


hedera-adminFrom hardware to software & automation [Industrial equipment]