Orchestrating Internal and External Drivers for Global Growth at GEA Farm Technologies

In 2004, as part of a fundamental strategic positioning exercise, GEA Group’s Farm Technologies strategic business unit analyzed the current and future product range to be offered, the technologies and competencies available and to be developed, and the necessary strategic consequences. As a result, the company formulated the “Total Solutions” strategy, which aims to achieve a technology, product, and competence portfolio that covers integrated product and user solutions for farmers with different types of operations, herd sizes, and requirements. The case study examines the strategic decision parameters and their influence on the operating results of GEA Farm Technologies, which have developed above average compared to competitors since the implementation of the “Total Solutions” strategy. In particular, the instruments of the strategic group and portfolio analysis are included in the investigation. On this basis, the strategic options for action are discussed with regard to organic (internal) and acquisitive (external) growth opportunities.