“Our clients gain immediate access to markets with double‑digit growth rates.” Interview with Dr. Sebastian Theopold
4. May 2025
White Paper: The Revival of US Manufacturing – US-based production as a growth opportunity for European machinery manufacturers
28. July 2025EVENT
06 / 2025
Management Roundtable Woodworking Machinery: “Staying Competitive as a Premium Manufacturer”
At the Management Roundtable in Frankfurt, Munich Strategy and VDMA brought together an exclusive group of top decision-makers from the woodworking machinery industry. The discussion centered around the key question for the sector’s future: How can German premium manufacturers secure their long-term competitiveness against international rivals?
“We need to show what we actually do with the data … only then will the customer be willing to pay for it.”
CEO, Woodworking Machinery
How will German machinery and plant engineering secure its competitiveness in woodworking by 2035?
Mechanical engineering in 2025 faces enormous challenges: new competitors, changing markets, and the necessity for manufacturers to position themselves as a premium provider. In moderated work sessions, Munich Strategy and VDMA worked with participants on:
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Current market developments and their impact on companies
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Experiences and strategic approaches from the industry
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First ideas for forward-looking success strategies for premium manufacturers
Munich Strategy summarizes the results as follows:
#1 Diversification vs. Focus
Diversification can drive growth but requires clear analysis and persistence. Focus remains a valid strategy if supported by outstanding expertise and speed.
#2 Value Creation and Core Competencies
Future value creation will rely less on pure technology and more on perceived innovation, advisory competence, and excellent service.
#3 Addressing the Chinese Market and Competition
Every company needs a clear China strategy. Premium solutions that are consulting-intensive and come with genuine service guarantees remain defensible even against Chinese competitors.
#4 Positioning Through Innovation
R&D must focus on market-relevant, data-driven, and user-centric solutions. Speed and C-level commitment are decisive.
#5 Implementing Digital Business Models
Digital offerings are still rarely monetized. Success requires a sales approach that makes the added value of data tangible and measurable for customers.
Conclusion: Securing the Future Through a Combination of Strategies
There is no single path to success. Instead, it requires a smart interplay of strategies: diversification or focus, service competence, digital models, and innovation with a data- and user-centric lens. Combined with a strong sales force that can effectively communicate customer value and a crisis-resilient business model with flexible cost structures and professional pricing, the German woodworking machinery industry can continue to maintain its position as a premium manufacturer.
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