5.2.1 General Key account analysis

A key success factor for MTPRO to be perceived as a strategic supplier is to put across effectively the message to support them in reaching their overall business objectives. Therefore it is inevitable to verify their business strategy and objectives.

For example, BASF the chemical producing giant and a potential key account for MTPRO in different countries, states a specific objective: Sustainable improvement of cost base. Table 15 shows the details of the Mission/Vision, Strategy and Objectives of BASF.

Table 15: General analysis of BASF Chemicals (Source: BASF – Shaping the future together http://www.basf.com/group/corporate/en/investor-relations/strategy/cost-of-capital/cost-reduction - appendix 4)

The strategy and objective clearly show that any supplier’s contribution to BASF cost savings would help them to reach their business objectives. It is most likely still difficult to get specific business opportunities out of such business objectives, like with our example of BASF. Hence, it is essential to break down the business objectives from the company level to the business units, or even the departmental level. This approach will be taken in the next chapter by the value chain analysis.