On the basis of market research as well as an analysis of the brand and the competitive environment, all findings were condensed into a SWOT:
An in-depth analysis of customers and their needs leads to a completely new target group segmentation as well as portfolio optimization. Although the brand itself has a high awareness in the institutional field, in lacks a unique profile.
The solid foundation of its strengths enables Sport-Thieme to achieve further growth in its core business, despite existing market risks. However, this requires a consistent positioning as a specialist for B2B customers and those dealing professionally with exercise, sports and therapy.
Based on these findings and with close involvement of the extended management team, we define mission, vision and the corporate strategy. In course of multiple interdisciplinary workshops and in-line with brand and growth drivers, concrete individual goals and measures are worked out and evaluated.
At the end of the strategy process, we have successfully consolidated 888 individual measures into 10 long-term objectives with prioritized measures, bindingly approved by the supervisory board.