Oki bundles Central European business in Düsseldorf

All the threads come together in Düsseldorf

Seeber emphasizes to CRN that in future all the threads within the Central Region will converge in Düsseldorf: »If we centralize areas and tasks, we will move them to Düsseldorf and implement them adequately here.«

In addition to the structural and personnel reorganization, Seeber has also addressed service issues. »We have invested a lot, especially in spare parts availability and are back on a good level after nine months with 95 percent availability on the next working day,« explains the Oki manager. The spare parts warehouse at the responsible distributor LPR was restructured and other countries were also connected to the warehouse within the framework of the new Central Region. This should save the manufacturer some costs, as the different national companies had previously cooked their own soup more often. »Austria, for example, covers only around ten percent of the German market, but to date has had its own spare parts distributor. Does that make sense?« Seeber asks.

The supply of supplies has also been increased via the distribution partners. This is why the company also works closely with smaller distributors. »We're not a pullbrand, we're a pushbrand. We must therefore also offer sustainable business models for distributors such as UFP because they ensure market availability«.

In its go-to-market strategy, however, the manufacturer remains true to itself even among Seeber, except that »niches« have now become »vertical markets«. For example, the manufacturer used the »Intertraffic« mobility trade fair in Amsterdam to announce its new cooperation with the East German film specialist Orafol. Together they can now print traffic signs, a small but highly lucrative market. Progress has also been made in the field of graphics. Nevertheless, Seeber does not want to put the office business at the bottom of the list; on the contrary. When he took the new position last year, he announced his intention to expand market share not only in the vertical markets but also in the office sector. »Yes, we are in the niche, but I see our business just as well in the office business,« the manager told CRN.

Seeber emphasises that the project has been implemented for office equipment worth more than 290 euros and that the company has been able to expand its own market share. The new Oki Germany boss is accordingly focusing on the sale of higher-quality machines, which promise more margins for the manufacturer and its dealers.

1. Oki bundles Central European business in Düsseldorf
2. All the threads come together in Düsseldorf
3. Lower lineup rounds off portfolio