“Growth, growth, growth” - Gregor Bieler, since scarcely eight months CE-boss of Logitech in Europe, set itself, evenly in principle on three different levels the same goal for growth.
“In the IT-segment Logitech has a quite comfortable position. With our CE-ambitions we go raus out of the Schmuseecke, must compile us our place in the market only”, describe to Bieler the changed situation. A situation, which makes obviously fun for it.
No miracle, made the enterprise nevertheless already in this year with CE-products European-wide a conversion of 100 million euros and is despite high investments (two digit range) in the black numbers.
These high investments were necessary, since Logitech made fundamental changes” within short time “. There are on the one hand the products. “We attach great importance to offer innovative products. Thus the correct products, which the market wants and which wants to sell trade”, so the European CE-boss. “At the beginning of January 2008 numerous, interesting products come on the market. Already today the universal remote maintenance of the Harmony family forms the CE-foundation. According to GRP holds Logitech in the price segment 50 to 100 euros a market share of 45 per cent. In the price category over 100 euros we have today already 80 per cent.”
That sounds already completely good, but the market actually is Bieler still much too small. Therefore it is its goal of increasing the market extent. And probably not alone in the segment of the universal remote maintenance. The CE-assortment of Logitech covers also iPod accessories and Wireless Music as well as Multiroom solutions. The two latter segments still are in the “identification phase”, while the loudspeaker systems for Apple MP3-Player among the mass business can be already ranked. Particularly on the surface as well as with grave Logitech can set already now tidy numbers of items off according to Bieler.
And thus we are with the second important change: Logitech adapted its organization to the new circumstances. However in Germany nine coworkers belong to the CE-Vertriebsteam (four of it in the indoor service). There is European-wide 45 CE-coworkers. In addition comes approximately 60 to 70 Logitech colleagues, whom directly at Bieler do not report, by their work for example into the PR and marketing range CE-more ler however supports.
For well five weeks Logitech tests still another further external support. The industrial agency Tholen took up Logitech products to its offer, which consisted so far of products of CAN clay/tone, Hamann, Weyco, Sonos and Humax. The Tholen team cares for approximately 400 specialist dealers in North-Rhine/Westphalia.
Bieler differentiates the trade partners with respect to three groups. There there is the surface, with which Logitech co-operates for a long time and now as an CE-offerer however negotiated with other buyers. Then there are the specialist dealers cooperated; a pleasant group of partners according to Bieler, there it always new, attractive products searches. Co-operation with the dealers not cooperated becomes somewhat more difficult, since these are very quality-driven.
Logitech supplied on the one hand directly the central storage depots of co-operation, additionally gets itself the enterprise support with Ingram Micro (is set as only Broadliner) as well as the CE-wholesale dealers Higoto and audio network. (go)
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