Browsing by Subject "Marketing concepts"

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Anforderungen an Marketingkonzepte für Großtraktoren unter Berücksichtigung des Wandels landwirtschaftlicher Rahmenbedingungen
(2017) Thiel, Jörg; Köller, Karlheinz
Influenced by the volatility of markets, socio-political and sales-oriented measures, the agricultural equipment industry has always been subject to constant change. In particular, in terms of the currently focused aspect of sustainability in agricultural production systems, the design of innovative approaches for more efficient and resource-saving methods is required. Increasingly directed by the recent tense situation in the entire agricultural sector, the expectations of farmers and contractors towards modern agricultural technology change, which plays a key role in this context. From this result both new courses of action and increased challenges for the agricultural engineering industry. The internationalization of markets and the high level of saturation, especially in the European tractor market, in conjunction with increasing homogenization of products due to decreasing unique selling propositions characterize the problem discussed. With concomitant competitive pressure it is therefore very difficult for manufacturers to implement a stable customer loyalty. In addition to the development of agritechnical innovations in the range of products, the service and consulting field with focus on customer orientation gain in importance. Modern marketing strategies with the central goal of customer loyalty provide the basis for successful implementation and marketing of products and services. In this research study considering the changes of agricultural and agritechnological conditions the essential requirements for marketing concepts in agricultural technology are shown, in particular in the product segment of large tractors The radical structural changes in German agriculture caused and influenced by both agricultural and economic policy as well as socio-economic aspects, implicate increasing requirements for todays agricultural engineering industry. The current trends regarding technology and market trends combined with the changes named above accelerate this development evidently. Based on the developed basics of marketing on the current state of scientific knowledge the agricultural engineering sector is examined. Same Deutz-Fahr is focused first followed by the status quo of competitors. By a Germany-wide empirical assessment of farmers and contractors customer requirements in the area of large tractors are determined. Current methods of introducing new products in agricultural technology as well as additional services from manufacturers, as known from comparable sectors, are the main focus of the survey. A clear trend towards expressive marketing concepts from the customers perspective, such as field days or leasing and rental machines, is indicated. Furthermore, the respondents showed a keen interest in additional services and advice to increase efficiency in the sense of an optimized use of machinery. The introduction and establishment of possible approaches was equally considered useful and desirable. Based on the results of this data collection, the concept of operational and project consulting of Zeppelin Baumaschinen GmbH is further investigated using a guided interview with experts. A number of benefits on enquirer as well as on the supply side could be identified. In addition to the sales decisive factor of customer loyalty on the one hand, the counterpart is benefiting by an expanded service and consultancy of professional support in its daily business. Taking into account the similarities and differences in service and consulting the transferability of abovementioned services from the construction equipment industry to the agricultural equipment is exemplified checked on SDF. The subsequent analysis designed to determine how the survey results in case of an implementation are taken into account, reflects the positive expectations. In addition to image profits across the industry this can result in an increased customer loyalty and a strengthened brand positioning of SDF. In the future modern marketing concepts in combination with advanced services and advice from the manufacturers are going to gain in importance for the reasons stated. Innovative ideas are able to increase the emotional bond of the customers by personalized service and added value for its public image. Especially in times of economic volatility the shown approach has a lot of potential, to win confidence and promote the willingness to invest even of skeptical customers.