Key Account Plan ZF Friedrichshafen AG / D – 88038 Friedrichshafen

FOR INTERNAL USE ONLY

October 2011

Key Account Plan

ZF Friedrichshafen AG /

D – 88038 FriedrichshafenKey Account Manager: Mark Kohl

Version: 01

FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011

Structure

Action plan

History of change

Customer profile and key figures

Top 3 objectivesand customer projects

Market environment

Competition environment

Customer Analysis

Perception of the customer

Market environment

Competition environment

Own Position

Top 5 Objectives |strategies |

requirements

Domestic Account Team

IKAM-Team for Customer

Business Development

Procurement strategy

Won / loss key projects

Additional Information

Relations Enduser / Machine builder


1 Customer Analysis


Customer AnalysisProfile | Shareholder | Key Subsidiaries

ZF Friedrichshafen AG is a leading worldwide automotive supplier for Driveline and Chassis Technology with 121 production companies in 27 countries. ZF is among the top 10 companies on the ranking list of the largest automotive suppliers worldwide. It is also a decentralized company with divisions and business units that operate independently and respond flexibly to the needs of their customers. However, the Group sets the strategy of divisions and business units, and the Group's overall interests take priority over the individual interests of divisions and business units. The divisions are: Powertrain, Chassis, Commercial Vehicle and Industrial technology. ZF Lenksysteme GmbH (division: steering systems) is a joint venture between Robert Bosch GmbH and ZF Friedrichshafen AG.

Short business profile

ShareholderName Share

in %Influence on purchasing decicions

Direct relationship exists?

Zeppelin Foundation (administered by the city of Friedrichshafen)

93,8% at ZF Friedrichshafen AG

No No, because that’s the city of Friedrichshafen

Dr.-Jürgen-Ulderup Foundation, Lemförde 6,2% at ZF Friedrichshafen AG

No No, because that‘s a private foundation

ZF Friedrichshafen AG 50% at ZF Lenksysteme GmbH

Yes / 50% Yes, we stay in contact with different subsidiaries

Robert Bosch GmbH 50% at ZF Lenksysteme GmbH

Yes / 50% No


Company structure

ZF Friedrichshafen AGFriedrichshafen / Germany

C I

C I

Characteristics

C Contact (but not with all subsidiaries) -> color: green in contact.

No Contact

Important

Unimportant

NC

I

UI

Powertrain TechnologySaarbrücken / Germany

Industrial TechnologyPassau / Germany

Commercial VehicleFriedrichshafen /Germany

Divisions:

Chassis TechnologyLemförde / Germany

C I C CI I

ZF Services Schweinfurt / Germany

ZF Lenksysteme GmbHSchwäbisch Gmünd /

Germany

C I

NC UI


Company structure

Powertrain TechnologySaarbrücken / Germany

C I

Characteristics

C Contact

No Contact

Important

Unimportant

NC

I

UI

Division:

Locations in Europe

•Germany: Saarbrücken, Neunkirchen, Brandenburg, Friedrichshafen, Schweinfurt, Kressbronn, Alsdorf, Thyrnau/Gotha•Slovakia: Levice, Trnava

Locations in North America•USA: Marysville, Northville, Gainesville, Greenville

Locations in Latin America •Mexico: Saltillo

Locations in South America

•Brazil: São Bernardo do campoCompanies partially managed in terms of operations - not allocated to the Division in terms of reporting due to monopoly criteria of other divisions.

Locations in Asia •China : Shanghai, Shenvang


Company structure

Chassis TechnologyLemförde / Germany

C I

Characteristics

C Contact

No Contact

Important

Unimportant

NC

I

UI

Division:

Locations in Europe

•Germany: Ahrweiler, Bonn, Damme, Diepholz, Dielingen, Eitorf, Kreuztal, Schweinfurt, Simmern, Wagenfeld•France: Florange, St. Etienne, Fontenay•Great Britain: Darlaston, Solihul•Italy: Villar Perosa•Austria: Lebring•Slovakia: Levice, Tranava•Spain: Bilbao•Turkey: Izmir, Gebze

Locations in South Africa •South Africa: East London, Rosslyn, Spartan

Locations in America

•Argentinia: S. Francisco

•São Bernado do Compo, Sorocaba•Mexico: Guadalajara, Toluca•USA: Chicago, Detroit, Duncan, Hebron, Lapeer, Newton, Northville, Tuscaloosa

Locations in Asia/Pacific & Australia

•China: Shanghai, Changchun, Shenyang•Indien: Gurgaon, New Delhi, Talegaon/Halol•Korea: Gumi-City, Changwon•Thailand: Rayong•Australia: Adelaide, Melbourne


Company structure

Commercial VehicleFriedrichshafen / Germany

C I

Characteristics

C Contact

No Contact

Important

Unimportant

NC

I

UI

Division:

Locations in Europe

•Germany: Friedrichshafen, Bielefeld, Dielingen, Passau, Schweinfurt•France: Bouthéon•Hungary: Eger•Spain: Ermua•Turkey: Izmir•Russia: Naberezhnye Chelny

Locations in America

•USA: Gainesville•Mexico: Guadalajara, Saltillo•Brazil: Sorocaba, Araraquara, São Bernardo do Campo•Argentinia: San Francisco

Locations in Africa•Alegria: Algier•Sout Africa: Johannesburg

Locations in Asia•China: Hangzhou, Shanghai, Shiyan, Suzhou•Pune


Company structure

Industrial TechnologyPassau / Germany

C I

Characteristics

C Contact

No Contact

Important

Unimportant

NC

I

UI

Division:

Locations in Europe

•Germany: Passau, Auerbach, Diepholz, Espelkamp, Kassel, Friedrichshafen, Gotha•France: Paris•Great Britain: Luton•Italy: Padova•Netherlands: Krimpen•Austria: Steyr•Czech Republic: Stankov, Klasterec, Plzen•Turkey: Istanbul

Locations in North America•Mexico: Juarez•USA: Gainesville, Pleasant, Miramar, Seattle

Locations in South America •Brazil: Sorocaba

Locations in Asia, Pacific & Australia

•Australia: Bayswater•China: Hangzhou, Lizhou, Hong Kong, Shenyang, Zhuhai•India: Pune, Madurei•Indonesia: Batam•Singapur: Singapur•Taiwan: Kaohsiung

Location in the Middle East and Africa

•UAE: Sharjah


Company structure

ZF Lenksysteme GmbHSchwäbisch Gmünd /

Germany

C I

Characteristics

C Contact

No Contact

Important

Unimportant

NC

I

UI

Division:

Locations in Europe

•Germany: Schwäbisch Gmünd, Berlin Bietigheim, Bremen•France: Marignier, Vendome•Hungary: Eger

Locations in North America •USA: Florence

Locations in South America •Brazil: Sorocaba, Belo Horizonte

Locations in Asia, Pacific & Australia

•China: Jinan, Nanjing, Shanghai, Yantai •India: Pune•Malaysia: Penang


Customer AnalysisKey Figures | Top Objectives ZF Friedrichshafen AG

1. Strategically reorientation “go4ZF!”2. Expansion in technology leadership3. Become more independent from the automotive industry

Top 3 objectives / key projects on company level

Key figures

Figure 2009 2010 2011 2012

Market averag

e or key

competitor

Your assessment / remarks

ZF Friedrichshafen AG

Turnover

9,37 bill. € 12,9 bill. € 15,5 bill. € Market

Environ

m

Included 50% ZF Lenksysteme GmbH


Employees

60945 64600 72000 Included 50% ZF Lenksysteme GmbH

ZF Friedrichshafen AG EBIT -353 Mio. €

675 Mio. € market

Environ

m

Included 50% ZF Lenksysteme GmbH

ZF Lenksysteme GmbH Turnover

2,2 bill. € 3,0 bill. €

ZF Lenksysteme GmbH Employees

10480 10610

ZF Lenksysteme GmbH EBIT -103,5Mio €

149,7 Mio €


Customer AnalysisKey Figures | Top Objectives ZF Friedrichshafen AG

Key figures

Figure 2009 2010 2011 2012

Marke

t average or key

competitor

Your assessment / remarks

Turnover ZF subsidiaries:

ZF Auerbach / Germany1.010,00 7.327,00 17.895,79 1.127,16

100V / 300S / OP03 /DP-Connectors

ZF Bonn / Germany 1.252,00 0,00 0,00 0,00 300S

ZF Lenksysteme GmbH

Bremen / Germany0,00 0,00 606,87 0,00

100V / 200V / 300S

ZF Damme / Germany 0,00 0,00 0,00 72,00 300S

ZF Diepholz / Germany 0,00 0,00 0,00 1.878,60 300S

ZF Friedrichshafen / Germany

0,00 1.060,00 0,00 0,00 300S

ZF Passau / Germany 0,00 442,00 0,00 0,00 DP-Connectors

ZF Schweinfurt / Germany 2.257,00 5.070,00 4.348,71 3.105,40 100V / 200V / Hub

ZF Lenksysteme GmbH

Schwäbisch Gmünd /

Germany

278,00 547,00 2.919,48 547,60

200V / OP03

ZF Tranava / Slovakia 0,00 0,00 1.000,00 0,00 300S / DP-Connectors

ZF Osvobozena / Czech

Republik0,00 0,00

150,000,00

100V/300V

Complete VIPA turnover


4.797 € 14.446 € 26.920 € 6.730 € All subsidiaries in europe Without machine builder


Customer AnalysisMarket | Competition | Purchasing Strategy

No centralized purchasing, but also not every plant has its own purchasing department. (only bigger plants) ZF wants to change over from single sourcing to strategic partnerships, from parts suppliers to

system suppliers, from local suppliers to global suppliers. Reduction and rating of the suppliers (strategical, recognized, outbound…)

Procurement strategy

The automotive supplier industry will reach new all times high in 2011. In average the turnover will increase up to 12% and the EBIT will increase up to 6.5%. The German automotive industry overtook the American competition in the last decade. “Automotive Industrie Jan.2012”High demand from automatic transmissions and steering especially from USA and the emerging markets . “chairmann Härter Dec.2011”

Market environment

Competition environmentName Market

share (%)Strategy Strengths Weaknesses

Bosch TOP1 Automotive supplier worldw. Well-known

Continental TOP2 Automtive supplier worldw. Well-known

Getrag 2,5 bill.Turnover (2010)

Joint-venture Ford

Graziano / Italy Customer: Aston Martin, Ferrari

VW (Wolfsburg) / Nissan Own production

RENK (MAN subsidiary) Transmission for wind power plant, ship…


Relations / Auerbach/Opf.

Machine Builder:

Kubat / Eckental

Hammermeister /Atzmannsricht

Grohmann / (Prüm?)

Programmer:

Abraham Ing. Büro/ Hanbach

(VIPA) / Siemens

(VIPA) / Siemens

(VIPA) / Siemens

(VIPA) / Siemens

Relations: Most important enduser or machine builder

Enduser / Machine builder Technical Specification

Responsible for Permission

ZF

ZF

ZF

ZF


Relations / Passau

Machine Builder:

Meusel / Passau

Preggler / Deggendorf

ETAN / Obernzell

Intec / Tiefenbach

ZIPPEL / Neutraubling

Programmer: Paulik / Metten

Technology Partner:

Curocon / Bensheim

Siemens

Siemens

Siemens

Siemens

Siemens

Siemens

Siemens




ZF

ZF

ZF

ZF

ZF

ZF

Curocon


Relations / Gotha

Machine Builder:

M&R / Graz / Österreich

Trumpf / Ditzingen

MAG Powertrain / Eislingen

EWAB Engineering /

Hann. Münden

EFD Induction / Freiburg

Siemens

Siemens

Siemens

Siemens

Siemens




ZF

ZF

ZF

ZF

ZF


Relations / Schweinfurt

Machine Builder:

Scheba / Schweinfurt

Trips / Grafenheinfeld

Preh / Bad Neustadt

SK Hydro / Oberthulba

Siemens / Würzburg

Hofmann / Pfungstadt

Ditec / Heidelberg

Ohrmann / Möhnesee

(VIPA 100V) Siemens

Siemens

Siemens

Siemens

Siemens

(VIPA 300 IOs) Siemens

(VIPA 300S) Siemens

100V + TD03




ZF

ZF

ZF

ZF

ZF

ZF

ZF

Ohrmann / ZF


Relations / Schweinfurt

Machine Builder:

Noppinger / Röthlein Siemens




ZF


Relations / Saarbrücken, Espelkamp, Diepholz

Saarbrücken:

Technology Partner:

Curocon / Bensheim

Machine Builder:

ERS / Osterburken


Diepholz und Espelkamp:

Machine Builder:

IWM / Porta Westfalica

Siemens

Siemens

Siemens

Siemens




Curocon

ZF

ZF

ZF


Relations / Friedrichshafen building automation

Machine Builder:

Hydro / Ravensburg

Hörburger / Waltenhofen

Imtech / Friedrichshafen

In Future:

YIT / Friedrichshafen

Not building automation:


Siemens, Wago

Siemens, Wago

Siemens, Wago

Siemens, Wago

Siemens




ZF

ZF

ZF

ZF

ZF


Relations / ZF Lenksysteme Schwäbisch Gmünd

Machine Builder:

Kiener / Lauchheim

Rohwedder

Bosch

Schnaithmann / Remshalden

Aureco / Königsbronn

Switchboard construction:

Heldele / Stuttgart, Salach

Beier & Seitz / Oberkochen

Siemens

Siemens

Bosch

Siemens, Bosch

Siemens

Siemens, Bosch

Siemens, Bosch




ZF Lenksysteme GmbH

ZF Lenksysteme GmbH

ZF Lenksysteme GmbH

ZF Lenksysteme GmbH

ZF Lenksysteme GmbH

ZF Lenksysteme GmbH

ZF Lenksysteme GmbH


2 Own Position


Own Position/ Auerbach/Obpf.Customer Perception | History

ZF Auerbach is convinced from VIPA. They think VIPA is placed well. Broad product range. Top support. They also find that our PLCs are better , smaller and faster. They like the Performance and the integrated Ethernet-Interface on our Speed7 PLCs. Only one negative point is highlighted: our quality problems. -> VIPA has to deal better with theese problems.


Key projects – historical viewProject Tim

eValue Won Lost Reasons (customers

view ONLY!)Competitor

They use VIPA almost

exclusively for their own

projects. e.g.

refurbishments,

modernizations:

X Performance and the

integrated Ethernet-

Interface on our Speed7

PLCs.

Siemens

For smaller projects: X They use VIPA 100V with

OP03 because its

programmable with Step7

and the design is

compact/small

Siemens


Own Position / Auerbach /Obpf.Competition

Competitor Resources Position with the customer

Strategy Strengths Weaknesses

Siemens Only second source for Modernizations. They only use Siemens PLCs, if VIPA doesn‘t have parts in it‘s product range. They uses Siemens for visualization: e.g. KTP400-1000 / TP900Comfort (consideration) and for decentralized application: ET200S with profibus. Profinet will come in the future

Hold the status do be the only PLC provider in the general shipping construction of ZF.

- brand image- Complete

concepts for the automotive supplier industry. E.g. Transline2000

- International presence

Wago They also use WAGO for dezentralized applications.

Key competitors


Own Position/ PassauCustomer Perception | History

VIPA is not a standard supplier for their area. Furthermore they don’t want to add new supplier in their own machine builder area.





Volkswagen 08/10 1.000€ X Approval from our

DP-connectors

Siemens


Own Position / PassauCompetition



Siemens(own machine builder department)

They use Siemens as a standard supplier for PLCs. They use S7-300 (315-2DP, 317F…) and S7-400 (412,414 because of memory and performance) -> but Focus on 300er. Profibus 90%/10% Profinet. For decentralized application: ET200S and ET200pro. Profinet will come more and more in the future. Visualization no panels, only PCs with Wincc. DP-connectors from Siemens

Hold the status do be the only PLC provider in the general shipping construction of ZF. Push the F-PLCs and Profinet


concepts for the automotive supplier industry.


- F-PLCs

Phoenix, Helmholz (own machine builder department)

They also use Phoenix and Helmholz DP-Connectors.

Key competitors


Own Position/ GothaCustomer Perception | History

ZF Gotha tested Speed7 in 2005 without success. However they don’t know the problem, which was in the past. It could be the support of special blocks in the program, but they aren’t sure.

They are open towards a new VIPA test by a suitable project. (stand-alone project / machine)





VIPA Test 315 / 317 05 X Speed7 compatible

Problems

Siemens


Own Position / GothaCompetition



Siemens They use Siemens as a standard supplier for PLCs. They use S7-300 (315-, 319-). (also F-PLCs). For decentralized application: ET200B.

Hold the status do be the only PLC provider in the general shipping construction of ZF.




- F-PLCs

Key competitors


Own Position/ SchweinfurtCustomer Perception | History

ZF Schweinfurt has positive experience with VIPA in the small PLC range (like 100V/200V) VIPA is a flexible company, which produces PLCs in comparison to Siemens. They are open to get one step further to extend the business. -> Therefore they are open to fix a contract which is the base for the extension by ZF Friedrichshafen AG. The own machine builder department don’t want to promote VIPA. -> It should go out from the maintenance department.





They use VIPA exclusively

for small projects. (100V/

sometimes 200V)

X They use VIPA 100V because

its programmable with Step7

and the design is

compact/small.

Siemens

Supplier: Hoffmann / Line 5 2012 1.500 € X They use VIPA 300 IOs

because of the project

approval from ZF.

Siemens

Supplier: Ditec / projects in the Future / electroplating

2012 X Approval from ZF! Ditec uses

VIPA Speed7 + IOs since a

few years ago for other

customers. Positive

experience.

Siemens

Supplier: Servus / high rack warehouse

2011 X They bought a complete

machine concept after visiting

the VIPA machine. SPEED7 +

Touch Panels

Siemens

DP-Connectors and DP-Hub 2012 1.200 € X They want to test it in a

machine which makes current

problems.

Siemens, Helmholz

Supplier: Ohrmann Montagetechnik / appliance

since 2007

X Appliance with big square problem. They use VIPA 100V and TD03 because the design is compact/small and the approval from ZF.

Siemens


Own Position / SchweinfurtCompetition



Siemens They use Siemens as a standard supplier for middle-size to high performance applications. They use S7-300 (from 315-2PN-). (scattered S7-400). For decentralized application: ET200S Profibus. Profinet will come more and more in the future. They use the Profinet Interface for the connection to the housenet.

Hold the status do be the only PLC provider in the general shipping construction of ZF.Push the F-PLCs and Profinet




- F-PLCs


They use Siemens as a standard supplier for middle-size to high performance applications. They use 315-2PN + 317-2PN and dezentral only Profinet-IO.

Hold the status do be the only PLC provider in the general shipping construction of ZF. Push the F-PLCs and Profinet




- F-PLCs

Wago (own machine builder department)

They only use Wago for dezentralized applications. More Speedway (IP67) than 750- (IP20)

Key competitors


Own Position/ Saarbrücken / CuroconCustomer Perception | History

They are partner from Siemens and its really difficult to use VIPA in the future Maybe VIPA could try to convince the technology partner for transmission testing systems. -> Curocon could

decide which Technology will be used in the future at ZF projects. ZF Saarbrücken only gives us a chance if we have high technology products, which are better than Siemens.






Own Position / Saarbrücken / CuroconCompetition



Siemens KAM (which changed in 2011)

They use Siemens as a standard supplier for all applications. Assembly technique: S7-300/S7-400Manufacturing technique: NC-PLCs with Transline Programming.





- F-PLCs

Curocon:

Siemens

KAM (which changed in 2011)

They use Siemens as a standard supplier for the transmission testing systems. 416F and 2 x CP443. decentral: ET200S Profibus/Profinet with safety IOs, SSI module with special firmware (4kH). Approcimately 10 full ET200S Slaves and sporadic ET200M with Safety. Money plays no role. Technology is important.

Hold the customer with high technology product solutions and special Firmware for special requirements.

- Flexible to generate special firmware for high technology applications

Beckhoff They think about to use Beckhoff in the Hybrid transmission system.

Key competitors


Own Position/ Espelkamp / DiepholzCustomer Perception | History

Espelkamp: Experience with VIPA is positive. -> machine builder IWM uses VIPA because of the performance of the SPEED7 PLCs. Diepholz: Experience with VIPA is negative. -> They don’t want to give VIPA an approval for PLCs again-> we are blocked right now, because of different

problems in the initiation phase. VIPA PLCs are not compatible to Siemens (Transline Programming -> Diagnostic) -> no chance right now! (Additionally: defect PLCs -> They are really angry!)





Espelkamp:

2 Projects with 315SB with

Siemens Ios and decentral

Beckhoff over machine

builder IWM

2009 / 2010

2000,- X Performance of 315SB Siemens

Diepholz:

3 Projekcts with 315SB

2009/

2010

3.000,- X Price and Performance of

315SB

Siemens


Own Position / Diepholz /IWMCompetition



DiepholzSiemens

They use Siemens now again as a standard supplier for all applications. Assembly technique: S7-300 (no compact plcs), Transline 2000. decentralized: ET200SHMI Lite (Transline)





- F-PLCs

DiepholzBeckhoff

They also use Beckhoff for dezentralized applications.

IWMSiemens:

They use Siemens as a standard supplier for all applications. S7-300 (315-319). Sporadic S7-400 and F-PLCs. Dezentral: ET200S.

Hold the status do be the only PLC provider in the general shipping construction of ZF.Push the F-PLCs and Profinet.




- F-PLCs

- Support

Key competitors


Own Position/ Friedrichshafen building automationCustomer Perception | History

Experience with VIPA is negative. -> we are blocked right now, because of different problems MPI Problems, battery problems, PLC “christmas tree”

Ethernet connection problems and so on. They are angry! -> they don’t trust us. Furthermore VIPA has to prove again, that we have no problems right now. -> than we have a chance in the

future but only if our plcs work without failure.





Different Projects with VIPA

Speed7 PLCs (312C, 313,

315, 315NET) in the building

automation

2006 / 2007 / 2008

5000,-

16.000,-

14.000,-

X Ethernet Interface on

board, price, performance

Siemens


Own Position / Friedrichshafen building automation Competition



Building automationSiemens

They use Siemens now again as a standard supplier for all applications in the building automation. S7-300, First project with Profinet realized.

Hold the status do be the only PLC provider in the general shipping construction of ZF.Push Profinet

- brand image.- International

presence- Profinet PLCs

Building automationWago

They use Wago with inteligent for dezentralized applications.

Key competitors


Own Position/ ZF Lenksysteme Schwäbisch GmündCustomer Perception | History

Machine builder department: They don’t have any experience with our plcs right now. -> the product range of Vipa has positive surprised. -> Are open to test VIPA in their machines.





Different small Projects with

VIPA 200V in the

maintenance department.

2007 - 2011

X Small compact modular

system, which is

programmable with Step7

Siemens


Own Position / ZF Lenksysteme Schwäbisch Gmünd




They use Siemens as a standard supplier for all applications S7-300! Divided in: test machines: 313C-2DP with Lean CP and for the series production machines: 317-2DP/ 319-2DP because of memory and performance + CP343 Advanced + minimum 2 pcs. 32DI, 2 pcs. 32DO. Furthermore minimus 1 pcs. Diagnostic repeater. DP-connectors. OP277, Motion Sinamics.

Hold the status to be approved with Bosch Rexroth together in the general shipping construction of ZF Lenksysteme.Push the F-PLCs and Profinet

- brand image.- International

presence- Profinet PLCs- F-PLCs

Murr(own machine builder department)

They use Murr (IP67) for dezentralized applications.

Bosch(own machine builder department)

Motion Bosch Rexroth (S120)

Key competitors


3 Business Development


Business DevelopmentTop 1 – Objective – ZF Friedrichshafen AG / General / Already Reached

By the beginning of 2012 we will have signed a frame contract to be listed as a supplier for company equipment to extend business with ZF Friedrichshafen AG. (Basis)

Objective

Due to business starting points in different plants , we will ask the central purchasing department for a possibility and interest to extend the business at ZF Friedrichshafen AG plants. If there is a chance, we have to negotiate a contract and conditions, which could be used from all ZF plants in Germany. Additionally this could be a door opener for other ZF subsidiaries worldwide.

Strategy

2011-November-15th: Ask for a possibility and interest to extend business 2012-January-17th: Negotiate Frame Contract and conditions for ZF Germany 2012-March-01st: Last Meeting to check different points. 2012-March-26th: Signing of the frame contract with beginning 01.04.2012

Milestones

-> frame contract from ZF Friedrichshafen AG must be signed-> better conditions, because of bundling the purchasing

Requirements


Business DevelopmentTop 2 – Objective - ZF Friedrichshafen AG / General

By the End of 2012 we will have realized some projects by ZF Friedrichshafen AG plants direct or indirect (machine builder) to increase the turnover. (VIPA material could be components or complete PLC solutions)

Objective

The first Step is to increase the awareness at the ZF plants. Therefore we will visit the different plants and present our Products in front of all relevant contact people to find out, which plants are “open” for VIPA. In these “open” plants we try to find business starting points and analyze their machine builder to place our products where it is suitable. If we find possible starting points we will offer them a lending of the PLCs (components) to get their own experience with VIPA.

Strategy

2012-January-17th: approval for Ditec (Heidelberg) -> future projects for electroplating (Speed7 - Schweinfurt)

2012-March-01th: approval for Hoffmann (Pfungstadt) -> project Line 5 (300 IOs - Schweinfurt) 2012-March-07th: First order of DP-connectors and Profibus Hub (Schweinfurt)

Milestones

It depends on the plant: High Technology Products, Safety, Profinet.- Listed as a supplier

Requirements


Business DevelopmentTop 3 – Objective – ZF Friedrichshafen AG / General

By the year of 2013 we are listed in minimum 2 ZF plants in their site specific-suppliers list with different products. (not general). The aim is to give their machine builders the opportunity to use VIPA as an approval for the ZF plant to indirectly increase the turnover for VIPA.

Objective

After the positive experience in different projects with VIPA in selected plants and the signed frame contract, we will ask for the possibility to be listed in the shipping specification list in this ZF plant. Therefore we will get in contact with the important decision maker of the plant and convince them from VIPA. If we have the first approval for different VIPA components, we could use this as an internal reference within the customer organization / plants to help getting the next one.

Strategy

Milestones

Requirements

It depends on the plant: High Technology Products, Safety, Profinet.- Listed as a supplier

2012-February-10th: Showing willingness to add us in the specification book from the plant in Auerbach but

also dependent from the plant in Schweinfurt. 2012-January-17th: Showing willingness to add us in the specification book from the plant in Schweinfurt

after more experience with VIPA


Business DevelopmentTop 4 - Objective – ZF Friedrichshafen AG / General

By the year of 2013 we will have a reference project (projects) from ZF or their machine builder. We could use this reference for different advertisement within the branch. (e.g. Automotive journals, PLC-Magazine, Homepage, VIPA News)

Objective

Due to ZFs or their machine builders good experience with VIPA in a project, we will ask for a possibility of a reference project. If there is a chance to write an article, we would support them. The complete release we will also use as internal reference within the customer organization to increase the awareness. (e.g. other plants).

Strategy

…

Milestones

- Successful realized and interesting projects in ZF plants

Requirements


Business DevelopmentTop 5 – Objective - ZF Lenksysteme GmbH - Schwäbisch Gmünd

By the beginning of 2013 we will extend the business with ZF Lenksysteme GmbH (headquarters: Schwäbisch Gmünd) to increase the turnover!

Objective

First of all, we have to increase the awareness of VIPA at ZF Lenksysteme GmbH. Therefore we will present our Products in front of all relevant contact people (machine builder, maintenance, planning department) to convince them and to find business starting points. Then we have to localize a specific machine type or project, where they could test VIPA. If the Test will be successful, we will use that as internal reference within the customer organization and try to place VIPA in this area to increase the turnover.

Strategy

2011-November-18th: Short Presentation of VIPA and product range in front of the maintenance department (car) 2012-March-02nd: Presentation of VIPA and product range in front of the machine builder department 2012-March-26th: Call of the lending VIPA 315NET + IOs, Profibus Hub and DP-Connectors (mb department) 2012-April-05th: Offer of the lending components (mb department)

Milestones

Requirements

- Convince the machine builder department, maintenance of the 3 plants in Schwäbisch Gmünd and the planning department (which is responsible for the shipping specifications).

- Listed as a supplier


Business Development for ZF Friedrichshafen AG / Germany Domestic Account Team

Mark KohlKey Account [email protected]: 0179/2378191

Horacio de JesusSales EngineerPlants: Bietigheim, SimmernTechnology partner:Curocon in [email protected]: +49(0)173-1660937

Michael HelmerSales EngineerPlants: Diepholz, Lemförde, Bremen, Damme, StemwedeMachine builder:IWM in Porta [email protected]: +49(0)162-2153393

Jürgen SimmererSales EngineerPlant:s Auerbach, Nü[email protected]: +49(0)173-4967078

Holger EngelhardtArea ManagerPlant: [email protected]: +49(0)172-8347230

Michael SchermArea ManagerPlants: Gotha, [email protected]: +49(0)172-8258984

Heinz HirtreiterSales EngineerPlant: [email protected]: +49(0)162-1385501

Farschid NikpourSales EngineerPlants: Saarbrücken, [email protected]: +49(0)172-8258985

Joachim BrendleSales EngineerPlant: Schwäbisch Gmü[email protected]: +49(0)173-1660937

Achim OepenSales EngineerPlants: Bonn, Bad [email protected]: +49(0)175-2436565

Wolfgang LiebnerSales EngineerPlants: Berlin, [email protected]: +49(0)174-2333633

Marco RothSales EngineerPlant: [email protected]: +49(0)162-1382462

Helmut SundelinKey Account [email protected]: 09132/744-1755

Alwin FaberTechnical SalesPlant: [email protected]: +49(0)162-8132209

Fritz DotzerApplication EngineerTechnology partner:Curocon in [email protected]: +49(0)172-8369952


Tasks• To get in contact with the plants and present VIPA products to increase awareness with support of the IKAM team.

NKAM

IKAM Team for Customer

Country Name

Different Countries Different contact people


•Discover projects•Research•Project tracking•Build relationship•Analyse Cross-Selling potential•Frame agreement and approval•Increase awareness

GER

Tasks

M. Kohl

Country Name

LKAM

Optional: Use the signing of the frame agreement with ZF as a door opener to find business starting points.


Action Plan ZF Friedrichshafen AG / Auerbach

No.

Action item (What?) Responsible (Who?)

Until when? Status? Remarks

1 Visit Maintenance in Auerbach to introduce myself and give a presentation of VIPA.

Mr. Luber / Mr. Bayer

November 2011

Closed Problems with VIPA Bus connectors, Interested in VIPA Touch Panels -> workshop

2 Send 80 pcs. Bus connectors Mr. Bayer November 2011

Closed For changing

3 Workshop with Dennis Kirsten to present VIPA Touch Panels with Movicon

Mr. Bayer / Mr. Aures

January 2012 Closed Send Movcion Demo CD

4 FU VIPA Touch Panels with Movicon

Mr. Bayer February 2012April 2012June 2012

ClosedClosedOpen

Still no time to test -> postponed

5 Ask about technical shipping specifications with VIPA for Auerbach

Mr. Bayer / Mr. Luber

February 2012April 2012June 2012

ClosedClosedOpen

6

7

Key actions


Action Plan ZF Friedrichshafen AG / Passau, Gotha

No.



1 Visit ZF Passau-> machine builder department to introduce myself and give a short presentation of VIPA.

Mr. Dankesreiter November 2011

Closed Contact maintenance department and schedule a new meeting with the complete machine builder department for the next year.

2 Contact maintenance department (Passau)

Mr. Schmalzl December 2011

Closed Is blocking! No interest!

3 Schedule a new meeting with the complete machine builder department to present VIPA

Mr. Dankesreiter, Mr. Haltermann

February 2012September 2012

ClosedOpen

Is blocking now, because of time problems and his boss, maybe try in autumn. -> postponed

4 Visit ZF Gotha-> maintenance department to introduce myself and give a presentation of VIPA.

Mr. Kerber, Mr. Breithaupt

November 2011

Closed They are open towards a new VIPA test next year -> send some technical information

5 FU Test VIPA Speed7 PLC Mr. Breithaupt February 2012April 2012June 2012

ClosedClosedOpen

No time!No suitable project!

6

7

Key actions


Action Plan ZF Friedrichshafen AG / Schweinfurt

No.



1 Visit ZF Schweinfurt-> maintenance and central purchasing department to introduce myself and discuss the possibility to extend the business with ZF

Mr. Kritzner, Mr. Denninger, Ms. Möslein

November 2011

Closed Contact Mr. Kritzner and schedule a new meeting with the machine builder department and the maintenance for the next year. -> also schedule a new meeting with Ms. Möslein to discuss conditions and contract.

2 Meeting with the machine builder department and the maintenance to present VIPA and the product range.

Mr. Kritzner, Mr. Philippi, Mr. Denninger, Mr. Schramm, Mr. Sarre

January 2012 Closed Big topic Profinet… (Safety)Approval VIPA for Ditec

3 Meeting with the purchasing department to discuss conditions and contract. (Negotiate)

Ms. Möslein January 2012February 2012March 2012

ClosedClosedClosed

-> check different points!-> check different points!Contract signed and starting 01.04.2012

4 Meeting FU possible starting points and projects + present VIPA in front of the technical office

Mr. KritznerMr. Sendelbach (technical office)

March 2012 ClosedClosed

Approval VIPA for Hoffmann!Next meeting together with his boss Mr. Stengel

5 Get in contact for Interest Business Solution

Mr. Treutlein March 2012 Closed Schedule a meeting to present VIPA Business Solution

6 FU further approach to extend business

Mr. Kritzner May 2012 Open

Key actions


Action Plan ZF Friedrichshafen AG / Schweinfurt

No.



7 General Meeting Present VIPA Business Solution

Mr. Treutlein, , Mr. Sendelbach, Mr. Johanni, Mr. Vormwald, Mr. Knoblach

May 2012 Closed Schedule a meeting to present VIPA Business Solution in front of other contact people: Mr. Stengel, Mr. Philippi, Mr. Reitz, Mr. Geiser

8 Meeting Present VIPA Business Solution with more details

Mr. Treutlein, Mr. Sendelbach

June 2012 Open They want to organize that!-Retrofit Exhaust system-Extend current machines-Integrate in machine builder department.

Key actions


Action Plan ZF Friedrichshafen AG / Saarbrücken, Neunkirchen, Curocon

No.



1 Visit Maintenance in Saarbrücken to introduce myself and ask about finding business starting points.

Mr. Bennecke November 2011

Closed Schedule a meeting to present VIPA at the technology partner Curocon . Herr Wissbach

2 Get in contact with curocon! Mr. Wissbach January 2012 Closed Meeting is planned for February 2012

3 Meeting with Curocon to analyse the requirements for ZF transmission testing systems

Mr. Wissbach February 2012 Closed Together with Fritz Dotzer -> high performance application -> SLIO for Hybrid Project?

4 FU Hybrid Project Mr. Wissbach June 2012 Open SLIO with time stamp could be interesting.

5 FU ZF Saarbrücken other opportunitys to find business starting points.

Mr. Bennecke May 2012 Open Information about the meeting with curocon.

6 Visit Maintenance in Neunkirchen to introduce myself and ask about finding business starting points.

Mr. Lauer May 2012 Closed Interest at vipa business solution for the energy management area.

7 FU Business Solution presentation

Mr. Lauer, Mr. Adam (Saarbrücken)

August 2012 Open

Key actions


Action Plan ZF Friedrichshafen AG / Espelkamp, Diepholz, IWM

No.



1 Visit Maintenance in Espelkamp to introduce myself and give a presentation of VIPA.

Mr. Siekkötter December 2011

Closed Not so much potential! Important machine builder IWM

2 Visit Maintenance in Diepholz to introduce myself and check the current situation

Mr. Hoffmann December 2011

Closed VIPA is blocked! Many problems! Important machine builder IWM

3 Visit IWM to introduce myself and give a presentation of VIPA. -> find business starting points

Mr. Wingarn February 2012 Closed Info problems at ZF Diepholz!Interest in lending 300IOs for projects.

4 FU IWM -> Information about Problems at ZF Diepholz and call of lending 300IOs

Mr. Wingarn,(Mr. Baurichter)

May 2012 Open FU Michael Helmer

5 FU Problems with VIPA (Diepholz)

Mr. Hoffmann May 2012 / June 2012

Open After we get Infos from IWM

Key actions


Action Plan ZF Friedrichshafen AG / Friedrichshafen building automation

No.


Until when? Status?

Remarks

1 Visit building automation department to introduce myself and check the current situation

Mr. Marschall, Mr. Kückelhaus, Mr. Hertkorn, Mr.Ellinger

February 2012 Closed

Angry about VIPA, a lot of problems -> Change all old PLCs to get a further chance.

2 Change of 5 pcs. 315SB and 2 pcs. 315NET to get a further chance.

Mr. Hertkorn February 2012 Closed

3 FU Changing PLCs Mr. Hertkorn February 2012March 2012April 2012May 2012

ClosedClosedClosedOpen

1 new PLC in use without problems2 new PLC in use without problemsNo time! stressed

4 NEW Meeting FU changing PLCs and possibility for new projects.

Mr. Hertkorn, (Mr. Marschall)

June 2012 / July 2012

Open

Key actions


Action Plan ZF Lenksysteme GmbH

No.



1 Visit ZF Lenksysteme GmbH -> Schwäbisch Gmünd / Maintenance to introduce myself and give a short presentation of VIPA.

Mr. Schwind / Mr. Nessel

November 2011

Closed Get in contact with Holger Herzer and schedule new meeting next year.

2 To get in contact with Mr. Herzer Mr. Herzer November 2011

Closed We have to convince the machine builder department and complete maintenance

3 To get in contact with the machine builder department

Mr. Grupp and Mr. Bompe

December 2011

Closed Possible meeting in February!

4 Meeting to present VIPA in the maintenance department of the plant in Bietigheim-Bissingen

Mr. Spörle / Mr. Hönig, Mr. Ülger

February 2012

Closed Try to get Inside in Schwäbisch Gmünd!

5 Meeting to present VIPA in the machine builder department

Mr. Grupp / Mr. Bompe / Mr. Wallner

March 2012 Closed Get in contact in 2 weeks for lending a PLC to test it.

6 FU Call of the lending PLC and write an offer.

Mr. Grupp / Mr. Bompe

April 2012 Closed Test will be finished not before June 2012

7 FU Test lending PLC and further approach

Mr. Bompe June 2012 Open Mr. Bompe is in May in vacation.

Key actions


Action Plan ZF Lenksysteme GmbH

No.



8 Fixed a big meeting with the complete maintenance of the 3 plants and the planning department to convince them

Mr. Schwind April 2012 Closed App. 10-20 people

9 Visit ZF Lenksysteme GmbH -> Schwäbisch Gmünd / complete Maintenance of the 3 plants and planning department to present VIPA.

Mr. Schwind May 2012 Open App. 10-20 people / also visiting Mr. Herzer

10 Contact with plant in Bremen Mr. Ahrens February 2012/April 20122013

ClosedClosedOpen

Not interested! Is blocking, maybe in 2013

11 Offer of IM306 for plant in Berlin Mr. Hinzmann March 2012 Closed FU Offer and visit! -> contact Mr. Löbert

12 Meeting to present VIPA / Berlin Mr. HinzmannMr. Löbert

June 2012 Open Mr. Löbert Main contact!

Key actions


Additonal Information

Additional Information

• ZF Lenksysteme GmbH -> Schwäbisch Gmünd -> app. 40 machines p.a.• ZF Friedrichshafen AG -> Schweinfurt -> app. 50-100 machines p.a.• ZF Friedrichshafen AG -> Passau -> app. 50 machines p.a.• More potential via machine builder


History of Change

Date Change item Author

2011-05-13

First version of the Key Account Plan ZF Friedrichshafen AG Mark Kohl

History of change

FOR INTERNAL USE ONLY KEY ACCOUNT PLAN | October 2011 System | Monat Jahr

Thank you for your attention

www.vipa.deInternet Explorer Browser starten.lnk

Key Account Plan ZF Friedrichshafen AG / D – 88038 Friedrichshafen

Documents

Transcript of Key Account Plan ZF Friedrichshafen AG / D – 88038 Friedrichshafen