Essay by shubham_26 September 2014

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A case analysis

Submitted to

Prof. Ranjeet Nambudiri

Organization Change and Developement

Term IV

Section A - Group 2

Ankita Satija 2012PGP046

Kapoor Parth Sunil 2012PGP153

Kavya Amarnath 2012PGP163

Khurana Sonika Jagmohan 2012PGP167

Siddharth Singhal 2012PGP362

Sonakshi Behl 2012PGP366

Swati Verma 2012PGP395

Vivian Paul Gonsalves 2012PGP445

Alok Kumar 2012PGPM002

22nd June, 2013


Business model:

Kauflauf GmbH was founded in 2002.

First European organisation to offer ' software as a service'

The product portfolio included Customer Relationship Management and ERP software for - Auto Parts, Computer/ Office Supplies and Medical Devices companies

Product owners worked with design team, sales force to prioritize new features and anticipate customer demands

Their competitive advantage was derived from their successful field consultants who provided consulting and support to customers

Kauflauf had three divisions:

Development and Support services,



They had a strong competitive advantage due to hands on consulting provided by field consultants backed up by the development group.

As opposed to competitors who targeted larger firms, Kauflauf targeted middle market (revenues from €100 million to €1 billion) and top-tier smaller customers.

Client education, hand holding and customization were the main areas of focus for the sales force, in order to obtain customer loyalty. The culture of the company was youth oriented and anti-hierarchical . It was characterized by small company friendliness and deep pride in superior software engineering.

Jess Westerley

An American woman who had lived with her family in Germany as a child, Jess had developed a love for the country and was fluent in the language. She has been hired as Assistant Product Owner (CRM product) for computer and office supply wholesalers and retailers.


Jess came with a proven track record. She had earlier worked with a rapidly growing CRM software service provider in...