The challenge
Lely HQ set out to better support its global network of franchised Lely Centers as the market for pre-owned automated milking machines continues to grow.
To do so, they needed to understand how Lely Centers perceive this second-hand market, what challenges they face, and where the biggest opportunities lie.
- How do Lely Centers view the second-hand market for milk machines, and why?
- What are the opportunities and threats ?
- What support would help Lely Centers run a profitable pre-owned business?
The outcome
Most Lely Centers see the increasing importance of the pre-owned market. Specific growth opportunities and concerns surfaced, helping HQ shape better service strategies and information flows to local markets.
- Strong global interest in the pre-owned segment, with regional differences.
- Clear needs emerged to optimise the second hand proposition.
- Tangible suggestions were collected for support, service, and communication from HQ.
- Local and regional participants appreciated the structured sessions to provide input.
The nitty gritty
- 36 participants (6 regional proposition managers, 30 local Lely Center managers)
- 5-question pre-survey per participant
- 8 sessions by local moderators
- One additional internal survey to gather wider business input
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Ellen Bark-Lindhout
Strategy Director
Talk to our expert on this story
Talk to our expert on this story
The challenge
Lely HQ set out to better support its global network of franchised Lely Centers as the market for pre-owned automated milking machines continues to grow.
To do so, they needed to understand how Lely Centers perceive this second-hand market, what challenges they face, and where the biggest opportunities lie.
- How do Lely Centers view the second-hand market for milk machines, and why?
- What are the opportunities and threats ?
- What support would help Lely Centers run a profitable pre-owned business?
The outcome
Most Lely Centers see the increasing importance of the pre-owned market. Specific growth opportunities and concerns surfaced, helping HQ shape better service strategies and information flows to local markets.
- Strong global interest in the pre-owned segment, with regional differences.
- Clear needs emerged to optimise the second hand proposition.
- Tangible suggestions were collected for support, service, and communication from HQ.
- Local and regional participants appreciated the structured sessions to provide input.
The nitty gritty
- 36 participants (6 regional proposition managers, 30 local Lely Center managers)
- 5-question pre-survey per participant
- 8 sessions by local moderators
- One additional internal survey to gather wider business input