Hannes makes a market leader

Last year's figures speak for themselves: the company, where Hannes has been in charge of production for several years, is in the middle of a financial storm. The days when a "profit warning" was merely a statement that the increase in profits next year might not be quite as high are over. The word "profit warning" is finally being given the meaning it deserves. Perhaps it should also be renamed "loss warning".

The former wrong decision
It became apparent what Hannes had long suspected: the division of warehousing between two countries, which had been initiated by the management, had not proved successful. The logistics effort was too great. It was therefore decided to close one of the distribution warehouses altogether.

Perhaps the timing was not ideal. In the month that usually saw the largest volume of deliveries, there was a rescheduling. The resulting backlog of several thousand orders resulted in almost as many customer cancellations. Hannes had known, had warned, but had been defeated in the final vote. It was suggested that he - the oldest member of the board - lacked the courage to make changes.

As a "thank you", he is now allowed to write the press release for the person responsible for communications. The feeling is that Hannes' department has a problem. That's why he is predestined to formulate something meaningful.

Creating the market leader position
Hannes has the guideline to make the closure of the warehouse look like a sign of strength, because after all they are the market leader. Han nes already stumbles over the word "market leader". Where and when are they the market leader? The company is neither the biggest, nor does it have the biggest turnover. Being the loss leader doesn't count. Nor do you have the highest customer satisfaction. How do you get the label "market leader" anyway?

Hannes researches the criteria on which all the "Entrepreneur of the Year" trophies are awarded. That's when he sees the light. It's not hard at all: you bend the categories until only one remains. In the end, everyone becomes "Entrepreneur of the Year".

So, for example, whoever is left in the category of "entrepreneurs who have been in the market between 20 and 22 years, have no degree, are left-handed, have failed the driving test twice, have never studied marketing for an hour and can still make a living" wins.

Hannes considers where his company is the market leader. Among many other things, it also produces tool parts for the assembly of spoon insertion motors in public coffee machines. Only a few companies are active in this segment, they are already focused there. Depth rather than breadth is the marketing credo of the day anyway.

Clear market leader in the segment
Of these manufacturers of tool parts for the assembly of spoon insertion motors in public coffee machines, there are only a few companies that have been in existence for more than five years and have changed their boss at least four times during this period. Those that operate warehousing in two countries and at the same time have all the character types according to the DISG profile represented among their employees. Of these, in turn, they are the only ones who, despite losing them, are still allowed to have their own coffee cup at work.

Hannes sums up and hacks into the keyboard: "We are in a difficult market. Nevertheless, we have made it to market leader. We are clearly and undisputedly the number 1 in the market for tool manufacturers for the assembly of spoon insertion motors in public coffee vending machines with warehousing in two countries, which have already existed for over five years, have changed bosses at least four times in the process and in which all character types according to the DISG profile are represented among the employees, all of whom have their own coffee cup at work."

"Wow!" Hannes is proud and relieved. In case of need, if there were a second such provider, he would declare himself a link handler without further ado. Because the other one certainly doesn't have a production boss who writes press releases "left-handed" ...