Development of a Sales / Marketing Strategy for a Machining Robot

As for many other companies in the industry, a solid sales / marketing strategy is essential for MABI Robotic AG to market their robot. The company is looking for the necessary information to develop an optimal sales / marketing strategy for their MAX-100 machining robot.

Jeyatharan, Kindushan & Rajakumar, Shanjey, 2021

Art der Arbeit Bachelor Thesis
Auftraggebende MABI Robotic AG
Betreuende Dozierende Gürtler, Stefan
Keywords Sales / Marketing Strategy, Machining Robot, Robotic Industry, Competitor, Customer, Company
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MABI Robotic AG has with its MAX-100 the first OEM robot system with secondary encoder technology. Compared to traditional industrial robots, the secondary encoder on each axis and the robust compensation algorithms achieve several times higher accuracy. However, at the moment, the company is not following a sales / marketing strategy to sell its robot. For this reason, students are given the opportunity to acquire information for MABI Robotic AG to build a sales / marketing strategy. Furthermore, the objective of the thesis is to propose a possible partner to MABI Robotic AG.
The literature review was conducted to gather information to perform suitable analyses. The analyses are performed using the 3Cs model framework. This framework allows the authors to focus specifically on the requirements of MABI Robotic AG. Thus, the market competition is analysed for the first C - Competitor, applying a competitor analysis, including the marketing mix. Next, the authors studied the following C - Customer, where the interviews are conducted. The last C - Company was examined with the gap analysis based on the information from the competitor analysis, marketing mix, interviews, and market opportunities and risks.
The possibility of presenting customer references on the website was determined. For this purpose, it would be beneficial for MABI Robotic AG to support customers on the website by answering their inquiries directly. The interview responses indicate in the gap analysis that the payload of the MAX-100 robot is at the limitation and that a higher payload is expected, whether through further development of the robot or an expansion of the product portfolio. In addition, the findings revealed that MABI Robotic AG should reconsider the price of its robot, as many respondents perceive the price to be too expensive. Furthermore, the respondents were evaluated with a scoring model to identify potential partnership opportunities for MABI Robotic AG. In this correlation, the authors identified one company from Spain and another from the United States of America as partners with the most significant potential. In the gap analysis, the last section demonstrates the above-mentioned essential elements that MABI Robotic AG must consider when creating its sales / marketing strategy.
Studiengang: Business Administration International Management (Bachelor)
Vertraulichkeit: öffentlich
Art der Arbeit
Bachelor Thesis
MABI Robotic AG, Veltheim
Autorinnen und Autoren
Jeyatharan, Kindushan & Rajakumar, Shanjey
Betreuende Dozierende
Gürtler, Stefan
Sprache der Arbeit
Business Administration International Management (Bachelor)
Standort Studiengang
Sales / Marketing Strategy, Machining Robot, Robotic Industry, Competitor, Customer, Company