STIEBEL ELTRON GmbH & Co. KG

Case Study

Worldwide rolling sales and sales planning

STIEBEL ELTRON is a global market and technology leader in the fields of building services and renewable energy. For sales and revenue planning, the group worked with our consultants to design and implement a comprehensive solution based on Board. Today, approximately 100 sales managers worldwide plan based on validated forecast values. The benefits of the solution include daily updated sales and revenue plans and continuous process transparency.

The nightly transfer of planning data to SAP supports procurement planning in the ERP system. This reduces effort, increases responsiveness, and improves the accuracy of planning, which has a positive impact on inventory levels and production capacity utilization.

The Company: Technology for the Home

STIEBEL ELTRON is an internationally oriented group of companies and ranks among the world’s market and technology leaders in the fields of building services and renewable energy. With five production facilities worldwide, 24 international subsidiaries, and sales organizations and representatives in over 120 countries, STIEBEL ELTRON has a global presence. More than 40 percent of its revenue comes from international markets. The Holzminden site serves as the headquarters of the STIEBEL ELTRON Group and is also its largest production facility.

At the heart of the group are Stiebel Eltron GmbH & Co. KG and Stiebel Eltron International GmbH, along with their national and international sales organizations. The company has traditionally focused on wholesale and the specialist trade. This focus remains the company’s philosophy to this day.

The facts at a glance:

Branch:
Industrial production
Headquarters:
Holzminden
Locations:
Represented in 120 countries
Staff:
Approximately 4,000 employees worldwide
Software:
Board, Microsoft
Advantages & Benefits:

✓ Daily rolling sales and distribution planning
✓ Transparent planning process
✓ Daily updated demand plan supports SAP procurement plan
✓ Transparency in production and optimal warehouse utilization

The challenge: A cross-border Excel spreadsheet for planning

Starting with manual planning in Excel, STIEBEL ELTRON set out to find a suitable planning tool. Until then, sales organizations worldwide had been planning once a year using an Excel spreadsheet populated with historical data. This spreadsheet had to be prepared in advance on a country-by-country basis for each sales manager, including the items to be planned along with their prices and currencies. This process took the central administration in Holzminden about eight weeks to complete. In the end, the partially modified Excel sheets had to be painstakingly merged in a labor-intensive process. As a result, the planning process was extremely time-consuming, opaque, and prone to errors due to the manual consolidation. Updates to these plans were made only sporadically and in response to identified problem areas. STIEBEL ELTRON sought to address this with a standardized and transparent planning process within a suitable planning tool.

The goal was to make the planning process as efficient as possible, reduce the error rate, and continuously incorporate the latest insights in order to improve the quality of planning. During a proof of concept and a subsequent analysis workshop, Board impressed with its comprehensive and flexible planning functionalities, and the celver consultants impressed with their implementation expertise. In particular, the flexibly modifiable calculation logic in Board and its no-coding-required use convinced STIEBEL ELTRON compared to various other planning tools.

The solution: All data in a single planning interface

At the start of the project, the celver consultants worked with the business departments to define the planning process that had been developed and documented during the analysis workshop. However, before the detailed implementation of rolling sales and distribution planning could begin, the celver consultants first had to consolidate the required data from SAP into a new data warehouse (Microsoft SQL Server) using an appropriate interface. The nightly data consolidation and verification takes place within an ETL process. With the resulting consistent database, the project team was now able to build the application.

The starting point for planning is a basic reporting function that is directly integrated into the planning interfaces. This allows planners to make direct comparisons within their work interface. Using these data, Board generates suggested values for up to 3,000 different items to be planned per sales area and month, based on individually defined algorithms and taking seasonal factors into account. Within the designed planning interfaces, sales managers can now plan at the desired level—for example, product group, sales territory, or directly at the item level. To do this, they simply need to adjust the suggested quantities as needed. Price modifications can also be made.

In addition, the celver consultants integrated an automatic bill of materials explosion for sales sets—which consist of multiple stockable and saleable components—based on sales planning. The final result—taking into account relevant factors such as inventory levels, reorder points, delivery times, etc.—is a corresponding daily demand plan that is returned to SAP overnight and supports the ordering and production processes there. In addition to rolling planning, the project team implemented further planning functions. For example, Board automatically calculates suggested values for future years based on the planned figures and historical data. This includes, among other things, planning for the following year, medium-term planning, market planning, and a scenario environment.

Following positive test results and comprehensive training for key users, the board application was successfully launched into live operation. As the project neared completion and users gained more experience, additional ideas emerged. Consequently, STIEBEL ELTRON, in collaboration with celver consultants, expanded its sales and distribution planning to include accessory planning.

Board now automatically generates design figures for accessory items such as cladding or connection accessories for heat pumps. This has significantly reduced the workload for designers and markedly improved the quality of design in this area. The values are determined using an accessory matrix calculated within Board, which is based on historical data.

The key factor here is how often an accessory has statistically been sold alongside a particular item. The standout feature is this: on demand, as soon as a sales manager plans the quantity of heat pumps and requests it, Board calculates the expected quantity of relevant accessories. Further enhancements to the planning application are planned. Currently, an expansion to accommodate additional users is in the works, and the transition to the new in-memory database is underway. Close and trusting collaboration between the STIEBEL ELTRON project team and the celver consultants ensures the best possible results.

The benefit: Reaching your goal faster

With the introduction of Board, STIEBEL ELTRON has significantly accelerated its entire planning process and has made a deliberate shift from static, point-in-time planning to rolling planning. The planning preparation alone, which used to take eight weeks, now happens overnight—every night. Eliminating the manual preparation of Excel sheets and the consolidation of planning figures not only saves time but also minimizes the error rate. At the same time, central management benefits from a planning process with maximum transparency. Supply chain management also benefits, as the nightly updated demand plan, which is fed back into SAP, provides optimal support for ordering and production processes. As a result, the effort required to transfer demand planning into production and procurement planning has decreased significantly in certain areas, which in turn enables much more detailed planning.

This has a very positive impact on inventory metrics, delivery capabilities, and production capacity planning. However, STIEBEL ELTRON uses the dashboard application not only for purely operational purposes, but also for sales planning. This allows individual sales managers to be evaluated against their own targets and specific sales goals to be set. In this way, STIEBEL ELTRON gains additional insights for strategic sales management.

Quotation marks
Bernhard Hölzemann
Logistics manager
STIEBEL ELTRON
Despite all the convenience, it should be noted that accurate sales planning is a high requirement. We are increasingly able to transfer sales planning to the ERP system's requirements records without reinterpretation. Complex calculations realized by the celver consultants in Board contribute to this.

Your contact person

Contact Person: celver Case Study
Janek Kapahnke
Business Unit Lead SCM
celver AG

Together we will find the solution for your requirements - talk to our experts!

Newsletter Icon

Our news provides you with the latest insights into smart planning, smart analytics, smart data and smart cloud.

Register now