How we support
A tense economic situation, sluggish demand, and increasing competitive pressure: large appliance manufacturers in particular are facing a difficult market environment. While sales are becoming challenging due to increased price awareness among end consumers, a stagnating construction sector, and global political and economic uncertainties, margin pressure is increasing to retain dealers, implement regulatory requirements, and realize production efficiencies. Chinese manufacturers are scaling up in the European market and increasing price and innovation pressure. Not only in the low- and mid-value segments, but increasingly also in the premium and luxury segments, a clear growth strategy is essential for long-term success.
What makes home appliance manufacturers successful
In order to grow profitably in a market environment characterized by margin and competitive pressure, consumer reluctance, and consolidation, home appliance manufacturers need to activate three key strategic growth levers:
Excerpt from relevant growth drivers
Strengthening the core business
Increase sales, revenue, and profitability across the entire value chain. Sales becomes a key strategic function: data-driven, cross-channel, and performance-oriented. Effective retailer management, operational excellence at the point of sale, and differentiated consumer engagement throughout the end-to-end customer journey are crucial to success.
Expansion of core business
Tapping into new sources of revenue by expanding the service and accessories business, monetizing digital services, and making smart use of device and usage data. The ability to convert data from connected devices into recurring value creation is becoming a key success factor for sustainable growth.
Differentiation & Brand
As product quality and innovation become increasingly similar, brand strength, user experience, and price point are coming into focus. With technology and sustainability establishing themselves as industry standards, differentiation strategies need to be rethought. Targeted partnerships offer potential for resilient growth.
Was wir anbieten
Mücke Roth & Company unterstützt seit über 20 Jahren die etablierten Telekommunikationsunternehmen bei der Identifizierung, Evaluation und Realisierung von Wachstumschancen. Ob B2C oder B2B, Mobilfunk, Festnetz, TV oder Value Added Services, ob Direktvertrieb oder Kundenservice, unsere erfahrenen Mitarbeiter und das große Expertennetzwerk haben bereits erfolgreich hunderte Projekte gemeinsam mit den Kunden abgeschlossen mit dem Ziel, nachhaltiges Wachstum zu generieren:
What we offer
For more than 10 years, we have been supporting household appliance manufacturers from the MDA, SDA, and supplier sectors in the private and professional areas in achieving measurable growth along their value chain—from strategy to implementation. We know the cooking journey and its players, benefit from our network of current and former industry executives, and work closely with industry and technical experts to deliver tailored, customized, and sustainable added value for our customers. Our service modules include, among others
Growth strategy
Development of tailor-made strategies to generate growth across the entire company and/or individual business areas: from coordinated targets and strategic fields of action to roadmaps and implementation.
(Digital) business and revenue models
Definition of core elements for generating added value for customers and companies: from identifying relevant use cases, value propositions, ideal customer profiles, and price-value functions to rough quantification of potential and costs, including in a multi-sided context (e.g., digital platforms and ecosystems).
Operating Model & Transformation
Successful anchoring of the growth strategy in the organization: from identifying the necessary skills and resources, governance mechanisms, and incentive models to actively supporting cultural and value change.
Monetization of data
Strengthening the core business by generating direct and indirect revenue streams from customer and device data: from AI-supported CLV enhancement (e.g., engagement, upselling and cross-selling, loyalty) to machine learning-based product and process optimization to data-driven digital services and business models.
Innovation Leadership
Strengthening long-term competitiveness by optimizing internal innovation management and successfully integrating external technologies, platforms, and start-up ecosystems: from innovation strategy and GenAI-based scouting & trend prediction to possible cooperation approaches and quantitative best practice analyses.
Next-level marketing & sales
Increasing sales and profitability along the entire sales funnel in the dynamic environment of B2B and B2C sales: from AI-supported lead generation and hyper-personalized customer engagement journeys to GenAI-based content and campaign optimization to integrated dealer management and ROI-focused performance controlling.
Brand positioning and branding
Target group-specific brand positioning and storytelling for successful go-to-market: from data-based market intelligence and target group segmentation to consistent product design and portfolio to USP communication and channel selection.
Service excellence
Service as a driver for differentiation, customer loyalty, and additional revenue: from customer service development (e.g., buy & build, on-site & remote) and self-care solutions, to sales in service scaling (e.g., accessories & consumables) and policy implementation (e.g., EU Right to Repair), to customer journey and experience optimization.
Product platform development & complexity reduction
Development of new product series to reduce costs, increase sales, and differentiate: from concept paper and requirements (technological, technical, functional, regulatory) to variant trees and supply chain management to implementation (e.g., project and process management, controlling).
Reduction in time-to-market
Shortening the product development process from product strategy to series production: from potential analysis and agile product development to structure, culture, and governance to factory/production optimization.
Future-oriented Embedded Software
Development of a transformation path for implementing future-proof embedded software: from status quo analysis and target vision development (e.g., technology, DevOps, operating model) to fields of action and roadmap to quantification of potential and costs.
Accessories & Consumables
Exploiting sales potential to strengthen core business through consistent after-sales monetization: from optimizing the digital ordering process to increasing conversion rates, average order value, and attachment rates, to campaign-based activation and personalized up-sell and cross-sell recommendations, to new subscription models and pricing excellence.
Digital Readiness Assessment
Status Quo-Analyse und Bewertung zum aktuellen Grad der Digitalisierung und Identifizierung von Quick Wins zur Förderung des Wachstums, Beschleunigung des Digitalisierungsprozesses und Schaffung von langfristigem Wertpotenzial.
Digitale Wachstumsstrategie
Ausarbeitung einer klaren Roadmap für Wachstum (auch Internationalisierung) durch digitale Vertriebskanäle und Schaffung eines digitalen Ökosystems, das die Marktexpansion unterstützt und auf Marktanalysen sowie Kundenfeedback basiert.
Software Pricing
Aufbau und Optimierung eines marktvalidierten Pricings durch eigene Tools und Methoden (u.a. Wert-Preis-Modell, Conjoint), um Marge und Ertrag zu maximieren.
Markenstrategie
Entwicklung und Implementierung einer maßgeschneiderten Markenstrategie und -architektur zur Stärkung der Markenpräsenz, Entwicklung eines kohärenten Wertversprechens, Strategie zu Markenpositionierung und Markenkommunikation sowie Zielgruppenanalyse.
Go-to-Market-Strategie
Entwicklung innovativer Strategien zur Maximierung des Wachstumspotenzials, Erweiterung der digitalen Reichweite und Steigerung der Lead-Generierung basierend auf Marktanalysen, Buyer-Personas und Kundenfeedback.
Sales as a Service
Kurzfristige und flexible Ergänzung der Teams durch Know-How und externer Dienstleister oder eigener Berater.
Sales Funnel Optimierung
Aufbau von skalierbaren Leadprozessen und Kampagnen Setups, um bis zu 95%" Non-active Seeker" im Whitespace zu adressieren. Optimierung des Sales Funnels durch digitale Kampagnen zur Generierung hochwertiger Leads.Steigerung der Conversion Rates durch effizientere und standardisierte Prozesse.
Partnervertrieb & -programme
Aufbau effektiver Partnerprogramme und Einführung eines Fahrplans, um die Vertriebsleistung im Partnervertrieb signifikant zu steigern. Dazu gehört die Identifizierung potenzieller Partner, die Entwicklung von Partnerschaftsmodellen und-strategien sowie die Umsetzung von Maßnahmen zur Reichweitenerweiterung und Erschließung neuer Märkte.
Datengetriebene Up- & Cross-Sell Potenziale
Identifikation von Up- & Cross-Sell Potenzialen bei Bestandskunden, auf Basis der eigenen CRM-Daten sowie durch Anreicherung von Drittdaten, sowie Definition von datengetriebenen Ideal Customer Profiles für Neukunden.
Sales Process Mining
Toolbasierte, datengetriebene Analyse bestehender Vertriebsprozesse (IST) sowie Abgleich mit SOLL-Prozessen (z.B. durch IndustrieBest-Practices).
Marketing, Sales & Service Automatisierung
Einführung personalisierter Angebote und effizienter Vertriebsprozesse zur Verbesserung der Kundenerlebnisse und Conversion Rates, Definition von Up- und Cross-Selling Maßnahmen, Automatisierung der Marketing-, Sales- und Service-Prozesse.
Wachstumsstrategie
Entwicklung maßgeschneiderter Strategien zur Generierung von Wachstum im Gesamtunternehmen und/oder einzelnen Geschäftsbereichen: von abgestimmtem Zielbild und strategischer Handlungsfelder bis zur Roadmap und Implementierung
(Digitale) Geschäfts- & Erlösmodelle
Definition der Kernelemente zur Mehrwert-Generierung für Kunden und Unternehmen: von Identifikation relevanter Use Cases, Value Proposition, Ideal Customer Profile und Preis-Wert-Funktionen bis hin zur Grob-Quantifizierung von Potenzialen und Aufwänden; auch im multi-sided Kontext (z.B. Digitale Plattformen & Ökosysteme)
Operating Model & Transformation
Erfolgreiche Verankerung der Wachstumsstrategie in der Organisation: von Identifikation benötigter Fähigkeiten und Ressourcen, Governance-Mechanismen und Incentivierungs-Modellen bis hin zur aktiven Begleitung eines Kultur- & Wertewandels
Monetarisierung von Daten
Stärkung des Kerngeschäfts durch Generierung von direkten und indirekten Erlösströmen aus Kunden- & Gerätedaten: von KI-gestützter CLV-Steigerung (bspw. Engagement, Up- & Cross-Sell, Loyalty) über Machine-learning-basierte Produkt- & Prozessoptimierung bis hin zu datengetriebenen digitalen Diensten und Geschäftsmodellen
Innovation Leadership
Stärkung der langfristigen Wettbewerbsfähigkeit durch Optimierung von internem Innovationsmanagement und erfolgreicher Integration externer Technologien, Plattformen und Start-up Ökosysteme: von Innovationsstrategie und GenAI-basiertem Scouting & Trend prediction über mögliche Kooperationsansätze bis hin zu quantitativen Best Practice Analysen
Next-level Marketing & Vertrieb
Steigerung von Absatz und Profitabilität entlang des gesamten Sales Funnels im Spannungsfeld von B2B- & B2C-Vertrieb: von KI-gestützter Lead-Generierung und hyperpersonalisierten Customer Engagement Journeys über GenAI-basierte Content- und Kampagnenoptimierung bis hin zu integrierter Händlersteuerung und ROI-fokussiertem Performance-Controlling
Markenpositionierung und Branding
Zielgruppenspezifische Marken-positionierung und Storytelling für erfolgreiches Go-to-market: von datenbasierter Market intelligence und Zielgruppensegmentierung über konsequentes Produktdesign &-portfolio bis hin zu USP Communication und Channel Selection
Service Excellence
Service als Treiber für Differenzierung, Kundenbindung und Zusatzerlöse: von Kundendienst-Aufbau (z.B. Buy & Build, vor Ort & remote) und self-care Lösungen, über Sales in Service Skalierung (z.B. Accessories & Consumables) und Richtlinien-Umsetzung (z.B. EU Right to Repair) bis hin zu Customer Journey and Experience optimization
Produktplattform-Entwicklung & Komplexitätsreduktion
Entwicklung neuer Produkt-Baureihen zur Kosteneinsparung, Absatzsteigerung und Differenzierung: von Konzeptpapier und Anforderungen (technologisch, technisch, funktional, regulatorisch) über Variantenbäume und Supply Chain Management bis hin zur Umsetzung (z.B. Projekt- & Prozessmanagement, Controlling)
Reduktion Time-to-market
Verkürzung des Produktentwicklungs-prozesses von der Produktstrategie bis zum Serienanlauf: von Potenzialanalyse und agiler Produktentwicklung über Struktur, Kultur & Governance bis hin zur Fabrik-/ Produktionsoptimierung
Future-oriented Embedded Software
Entwicklung eines Transformationspfads zur Umsetzung einer zukunftsfähigen Embedded Software: von Status Quo Analyse und Zielbildentwicklung (z.B. Technologie, Dev-Ops, Operating Model) über Handlungsfelder und Roadmap bis hin zur Quantifizierung von Potenzialen und Aufwänden
Accessories & Consumables
Ausschöpfen von Umsatzpotenzialen zur Stärkung des Kerngeschäfts durch konsequente After-Sales-Monetarisierung: von der Optimierung des digitalen Bestellprozesses zur Steigerung von Conversion Rate, Average Order Value und Attachment Rate über kampagnenbasierte Aktivierung und personalisierte Up- & Cross-Sell Empfehlungen bis hin zu neuen Subscription-Modellen und Pricing Excellence
Our reference projects
Customer references and memberships
V-ZUG
Wolfgang Schroeder, Head of Digital Transformation and Business Development
"Mücke Roth & Company was instrumental in helping us identify new data-driven business potential. With methodology, pragmatism, eye-to-eye collaboration and expertise, the team was able to quickly show us new growth and cost-saving potential through data & analytics. Through their excellent work, we now have a clear picture of what it takes to become an even more holistic "Data-Driven Company". Thank you for that!"
V-ZUG
Wolfgang Schroeder, Head of Digital Transformation and Business Development
"Mücke Roth & Company was instrumental in helping us identify new data-driven business potential. With methodology, pragmatism, eye-to-eye collaboration and expertise, the team was able to quickly show us new growth and cost-saving potential through data & analytics. Through their excellent work, we now have a clear picture of what it takes to become an even more holistic "Data-Driven Company". Thank you for that!"
E.G.O
Dr. Clemens Philippson, Chief Sales & Technology Officer
“Mücke Roth & Company supported us in developing a well-founded digital strategy. With a structured approach and practical recommendations, we were able to create a clear roadmap for the digital advancement of our company. The defined measures help us strengthen our position as a leading provider of induction technology, even in an increasingly digital market environment.”
E.G.O
Dr. Clemens Philippson, Chief Sales & Technology Officer
“Mücke Roth & Company supported us in developing a well-founded digital strategy. With a structured approach and practical recommendations, we were able to create a clear roadmap for the digital advancement of our company. The defined measures help us strengthen our position as a leading provider of induction technology, even in an increasingly digital market environment.”
RATIONAL
Dr. Peter Stadelmann, Chairman of the Executive Board – RATIONAL AG
“MRC played a key role in the initial development of a new business unit and provided crucial insights for the successful scaling of our operations. Together, we defined a clear vision for how we will serve our customers with innovative digital services in the future. MRC not only provided strategic guidance but also delivered concrete recommendations for implementation.”
RATIONAL
Dr. Peter Stadelmann, Chairman of the Executive Board – RATIONAL AG
“MRC played a key role in the initial development of a new business unit and provided crucial insights for the successful scaling of our operations. Together, we defined a clear vision for how we will serve our customers with innovative digital services in the future. MRC not only provided strategic guidance but also delivered concrete recommendations for implementation.”
BSH Home Appliances
Jürgen Griebsch, former Executive Vice President & Global Board of Management, Laundry Care Division
"I still consider the Innovation Benchmark to be incredibly valuable today, as it helped us become the market leader in laundry care in Europe and China at the time. Based on the findings of Prof. Dr. Holger Ernst, we were able to significantly increase the efficiency and effectiveness of our innovation management. For example, we discontinued one-third of our laundry projects (rigorous portfolio management!) and established a culture of innovation at the highest levels of top management. I consider Mücke Roth & Company to be the ideal partner for providing pragmatic, equal support to companies during implementation."
BSH Home Appliances
Jürgen Griebsch, former Executive Vice President & Global Board of Management, Laundry Care Division
"I still consider the Innovation Benchmark to be incredibly valuable today, as it helped us become the market leader in laundry care in Europe and China at the time. Based on the findings of Prof. Dr. Holger Ernst, we were able to significantly increase the efficiency and effectiveness of our innovation management. For example, we discontinued one-third of our laundry projects (rigorous portfolio management!) and established a culture of innovation at the highest levels of top management. I consider Mücke Roth & Company to be the ideal partner for providing pragmatic, equal support to companies during implementation."
Geberit
Dr. Martin Baumüller, Head Division Marketing & Brands/Group Executive Board
"Together with Mücke Roth & Company, we evaluated the use of generative AI in the area of "Marketing & Brands". With methodological expertise, knowledge of our sales organization from past projects and extensive AI experience, the team provided us with targeted support in identifying relevant use cases. Many thanks for the excellent support and the comprehensive preparation - very helpful!"
Geberit
Dr. Martin Baumüller, Head Division Marketing & Brands/Group Executive Board
"Together with Mücke Roth & Company, we evaluated the use of generative AI in the area of "Marketing & Brands". With methodological expertise, knowledge of our sales organization from past projects and extensive AI experience, the team provided us with targeted support in identifying relevant use cases. Many thanks for the excellent support and the comprehensive preparation - very helpful!"
Whitepaper
Ziemlich beste Freunde: Warum die Technik dem Vertrieb die Tür öffnen sollte.
Die unbequeme Wahrheit lautet: Vertrieb verkauft Versprechen, Technik muss sie einlösen.
IFA 2025: Hausgeräte-Branche unter Druck - Asiatische Anbieter & schwindende Differenzierug
Ihre Key Takeaways: Asiatische Hersteller erobern den europäischen Markt // Produktinnovationen verlieren ihre Differenzierungskraft
ÖKOSYSTEME: DER SCHLÜSSEL ZUM ERFOLG?
Ökosysteme bieten großes Wachstumspotenzial, aber nicht für jedes Unternehmen sind sie der richtige Weg zum Ziel.
WAS KOMMT NACH DER DIGITALISIERUNG? TEIL 1: DAS POST-DIGITALE UNTERNEHMEN.
Die Digitalisierung ist in vollem Gang, die „digitale Transformation“ in aller Munde. Gestern noch galten Unternehmen...
MIT VERNETZTEN HAUSHALTSGERÄTEN ZUM WACHSTUM?
Warum der Return of Investment häufig ausbleibt und das volle Potenzial der Digitalisierung nicht ausgeschöpft wird.
DIE ZUKUNFT LIEGT IN INNOVATIVEN GESCHÄFTSMODELLEN.
Equipment-as-a-Service als Servitization-Geschäftsmodell.
Start-ups aus unserem Portfolio
Wir schaffen Wachstum für unsere Kunden. Gemäß einer einfachen Formel: Strategie + Umsetzung = Wachstum. In unsere Arbeit bringen wir ein tiefgreifendes Verständnis digitaler Technologien, Geschäftsmodelle und neuer Arbeitsweisen ein. Damit eine Wachstumsstrategie nicht nur "auf dem Papier" erfolgreich ist, sondern messbar Erfolg bringt, begleiten wir unsere Kunden in der operativen Umsetzung und übernehmen Ergebnisverantwortung. Innovative Impulse für unsere Arbeit erhalten wir aus unserem Start-up Investment Portfolio.
Excerpt of our customers
Michael Mücke
Managing Director
Michael is an expert in digitalization and growth and has personally supported numerous home appliance manufacturers in the successful implementation of digital growth strategies. His focus is on data-driven business model innovation, strategy development, and transformation. Through his experience at A.T. Kearney, as a start-up founder, serial investor in digital start-ups, and founder of the consulting firm MRC, Michael combines strategic excellence with entrepreneurial action. He shares his passion for cooking and food with his family of five and always enjoys trying out the latest trends and developments in the kitchen at home.
Mail: m.muecke@muecke-roth.de
Michael Mücke
Managing Director
Michael is an expert in digitalization and growth and has personally supported numerous home appliance manufacturers in the successful implementation of digital growth strategies. His focus is on data-driven business model innovation, strategy development, and transformation. Through his experience at A.T. Kearney, as a start-up founder, serial investor in digital start-ups, and founder of the consulting firm MRC, Michael combines strategic excellence with entrepreneurial action. He shares his passion for cooking and food with his family of five and always enjoys trying out the latest trends and developments in the kitchen at home.
Mail: m.muecke@muecke-roth.de
Katharina Mitzenheim
Manager
Katharina has been supporting renowned national and international clients in the household appliance industry (MDA, SDA, suppliers) on their path to greater growth for over 10 years. Her expertise ranges from strategic topics such as the development of digital strategies and digital business models to operational topics such as the selection of suitable cooperation partners in an ecosystem context. Through close collaboration with subject matter experts, she has built up in-depth knowledge in a wide range of topics. In her private life, Katharina uses household appliances every day when she cooks and bakes for her family with great joy and enthusiasm.
Mail: k.mitzenheim@muecke-roth.de
Katharina Mitzenheim
Manager
Katharina has been supporting renowned national and international clients in the household appliance industry (MDA, SDA, suppliers) on their path to greater growth for over 10 years. Her expertise ranges from strategic topics such as the development of digital strategies and digital business models to operational topics such as the selection of suitable cooperation partners in an ecosystem context. Through close collaboration with subject matter experts, she has built up in-depth knowledge in a wide range of topics. In her private life, Katharina uses household appliances every day when she cooks and bakes for her family with great joy and enthusiasm.
Mail: k.mitzenheim@muecke-roth.de
