Bystronic
From Customer Segmentation to Portfolio Strategy
A global segmentation logic forms the basis for focused market cultivation, customer-specific offerings, and a sustainable portfolio alignment.
The Company
World's Leading Provider of Solutions for Industrial Sheet Metal Processing
Headquartered in Niederönz, Switzerland, Bystronic is one of the world’s leading providers of solutions for industrial sheet metal processing – particularly for cutting, bending, and welding. The portfolio includes laser cutting systems, press brakes, as well as automation, software, and service solutions. Founded in 1964, the company employs approximately 3,500 people worldwide across more than 40 locations and achieved net sales of around CHF 930 million in 2023.
The Challenge
Key elements of the assignment:
The highly concentrated global market is characterized by intense competitive pressure, long product development cycles, and increasing digitalization and automation of the process chain. At the same time, widely differing customer needs are met with a largely uniform market approach. Previous segmentation approaches could not be sustainably embedded within the company.
IMARK supported Bystronic in developing a global segmentation logic and a subsequent portfolio strategy. The goal was to identify and clearly differentiate various customer segments to derive implications for service offerings, market cultivation, and business models.
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Identification and potential assessment of benefit-oriented customer segments
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Definition of the appropriate product and service offering for each segment
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Development of segment-specific marketing, sales, and customer relationship strategies
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Stronger differentiation of the Bystronic brand in international competition
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Derivation of long-term portfolio alignment and future business models
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Alignment of portfolio management for permanently effective implementation
The cornerstones of our approach:
IMARK developed the segmentation and portfolio strategy through a participatory, internationally oriented process. This involved the Executive Board, the marketing team, an international expert group for the various service components, and market-specific teams from Switzerland, Germany, the UK, the USA, and China.
International market research: Approx. 50 customer and employee interviews on market trends, customer motives, needs, expectations, and perception of providers
Data Analytics: Analysis of segment sizes, development potential, and regional differences
Development of segmentation logic: Elaboration and evaluation of segments using a benefit-attribute matrix, as well as description of buying centers and personas
Analysis of the service portfolio: Evaluation of internal data and identification of offering gaps and coordination deficits
Development of the portfolio strategy: Approximately 30 global internal and external interviews, core team workshops, and specialized working groups
Result & Impact
Benefits for Bystronic:
The developed segmentation and portfolio logic creates a globally consistent foundation for focused market cultivation and customer-centric corporate development.
Bystronic AG
Headquarters
Niederönz (CH)Branche
IndustryProject Period
2022-2024
Client Testimonial
From Clear Segmentation to
Strategic Focus
“Precise customer segmentation, based on internal and external characteristics, lays the foundation for targeted customer engagement, the development of go-to-market strategies, the definition of target markets, and the creation of customer-specific product bundles.”
“With IMARK by our side, we were able to make crucial strategic adjustments. Their professionalism and commitment convinced us across the board.”