Document

The State of Strategic Positioning: Strategy
and Realization of Successful Companies in
Changing Markets
Annual User Meeting DUO,
17./18. March 2015, Barcelona
PIER18 Unternehmensberatung für Druck und Medien
Dipl.-Volkswirt Christoph Näpelt
Geschäftsführer
Neuer Wall 18
20354 Hamburg
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Content
2
■ 
The printing market in Germany
■ 
Findings of the ongoing study of PIER18
■ 
Success Story
■ 
Perspective
PIER18 consultants for the printing and media
Est. 2009
■  4 Partners
■  Strategy Consulting
■  Change Management
■  Mergers & Acquisitions
Customers
■  European Printing and Media
companies
■  Turnover from 2 to 250 Mio.€
Transforming market data into company value
3
The printing market in Germany
Companies
2009
Companies < 1 Mio. €
2012
2009
Δ
2012
Δ
11.326
10.355
-9%
2.565.594
2.385.268
-7%
1 Mio. - 2 Mio.€
1.106
1.046
-5%
1.566.904
1.487.662
-5%
2 Mio. - 5 Mio.€
877
844
-4%
2.747.711
2.630.248
-4%
5 Mio - 10 Mio.€
343
354
3%
2.384.236
2.415.365
1%
Companies > 10 Mio. €
318
345
8%
11.558.165
12.641.238
9%
13.970
12.944
-7%
20.822.610
21.559.781
4%
Total
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Turnover
■ 
Companies < 1 Mio. € = - 1.000 companies I – 180 Mio. €
■ 
Companies > 10 Mio. € = + 27 companies I + 1 Bill. €
1. Driver Industrialisation: Automation/ Standardisation
in Online-Printing forcing concentration
Printing Company
■  Cewecolor AG
■  Flyeralarm GmbH ■  Onlineprinters GmbH
■  Saxoprint GmbH
■  ...
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Turnover
> 500 Mio.€ > 250 Mio.€
> 50 Mio.€
> 30 Mio.€
...
l. €
than 1 Bil
With more he Top10
turnover t
e
rs unite th
e
t
in
r
p
e
n
Onli
0 0 us ual
.0
1
f
o
r
e
v
turno
printers!
2. Driver Digitalisation: min. +58% growth since 2009
160
:
Digital
+58%
140
120
100
80
Gravure
: -30%
60
2009
2010
Digital
6
2011
Offset
Gravure
2012
Printing Market
2013
2. Driver Digitalisation: fastest growing segments...
Print production value for selected segments
2009 - 2013
brochures, inserts in gravure
25 113
labels in paper, cardboard
CAGR: .
p.a
+180%
82 429
advertising print, catalogues in digital printing
148 759
digital printing other material (glass, plastics,...)
-
941 663
-
7
1 000 000
183 397
Total Printing Market
-
500 000
0
500 000
2. Driver Digitalisation: digital printing technology
to reach 10% of the total market in 2015/2016
100%
10%
9%
9%
8%
8%
70%
66%
66%
67%
69%
5%
6%
6%
7%
8%
2009
2010
2011
2012
2013
80%
60%
40%
20%
0%
Digital
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Offset
Gravure
First findings from the ongoing study from PIER18,
VDM NordWest and Beuth University, Berlin:
■ 
■ 
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Average increase in turnover of the participating
printing companies was 8% from 2012 to 2014.
Change in turnover differs from -18% to + 65%!
First findings from the ongoing study form PIER18,
Verband Druck+Medien NordWest and Beuth
University, Berlin:
■ 
■ 
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90% of the participating printing companies have
no strategic focus, where the company should be
in 4 years!
80% of all participants are insecure if and how
they should invest!
Sucessfull printing companies: Profile
0%
20%
40%
60%
80%
89%
Data Work/ Prepress
100%
51%
Mailing
90%
58%
Logistics
80%
Average
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100%
TOP10
Sucessfull printing companies: Profile
0%
20%
80%
100%
60%
40%
using scenario analysis
60%
51%
using midterm planning (>3 years)
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60%
33%
using public tv/ radio for information
Average
40%
80%
TOP10
Success-Story: Dräger + Wullenwever GmbH & Co. KG,
Schleswig-Holstein
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Milestones Dräger + Wullenwever
■ 
■ 
■ 
■ 
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Established 2003, Production in 3 HD SM 70 x 100 and Digital printing (HP
Indigo)
Three Top-customers in certain branches: banking, hotels, healthcare
2004 – Investment in CMS Censhare and building up Censhare (CMS) for
one customer (fund company of international TOP Banking company)
2011 – Reshaping structures and organisation, bringing „media solutions“ to
the market
■ 
Return in business unit media solutions: 30% at 1 Mio. € turnover
■ 
CAGR for media solutions since 2011: ca. 10% p.a.
- Deep
knowledge in
CMS- Strong
requirements
relationship to (concept: > 30
one customer/ products, > 5
branch
languages...)
2004
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- Partner for
software
development
- Deep
knowledge in
it-, law-and
financial
requirements
(realization)
- IT-Know-how
for setup,
operating,
service and
innovation (!)
of the CMS
- Ability to
lead complex
process
oriented media
production
procedures
- Contract
know-how (5year contract)
2011
Roll-out it-solution ready to be
customized at new customers
Requirements for successful introduction,
operation and innovation in CMS Censhare
Perspective
I. Printing market is highly volatile:
•  from +58% to -30%
•  from + 65% to -18%.
II. Digital printing shows strongest sustainable growth
in the printing market, due to the success of onlineprinters big companies grow strong.
III. 90% of all printers have no strategy where the
company should stay in 4 years.
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Handbook for success:
I. SWOT-Analysis: state where you are and where you
want to go
II. Find out, how to add value to business to your
most important customers. III. Define the target and find out the requirements to
find your collaborating partners. IV. Start developing and be open. 17
Your questions!
PIER18 Unternehmensberatung Christoph Näpelt
Neuer Wall 18
20354 Hamburg
Mobil: +49 171 555 00 26
Tel.: +49 40 37 50 28 30
Fax: +49 40 37 46 05
Mail: c.naepelt@pier18.de
www.pier18.de
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