With Xaver, AGCO Fendt develops robots for agriculture. The open question was what a viable business model for them could look like. The goal was a sound assessment of market relevance and economic viability.
The project was to result in a strategic decision paper with concrete recommendations for further development and implementation.
A Joint Project Team That Thinks From the Market Perspective
Fendt and UnternehmerTUM worked together in a mixed project team. The team first analyzed the market and environment and focused on a specific market and process step.
It then segmented the target groups and conducted interviews to understand their problems and needs in detail. Building on this, the team developed an initial business model with a concrete value proposition for the robots, an initial business case, and a sales concept.
A Detailed Business Model and a Calculated Business Case
Feedback from the interviews fed directly into the further development of the original idea. The business model covers positioning, value proposition, value creation, marketing and sales, and value capture.
The calculated business case includes clear recommendations for action and forms the basis for the strategic decision on next steps.
Key Results
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Business model from positioning to value capture
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Calculated business case with recommendations
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Basis for the strategic decision
