Proactive change!

In order to be able to sustain our position as a medium-sized company in a global economy, we have to remain flexible and grasp new opportunities. Löser has weathered stormy times more than once in the past and is now preparing to embark on a successful future.

The industry is struggling

In September 2007, Lars Hampel became CEO in what was once again a very critical period. He quickly realised: "Proactive change is necessary if Waffel Löser is to have a future!" The confectionery industry is struggling. In the World Cup year of 2006, Germany#s third largest industry with 52,600 jobs, saw a fall in profits of 6.9 per cent, easing back slightly in 2007 by 2.5 per cent to 11.77 billion euros. Of this sum, 4.3 billion euros worth of products are exported. However, increasing prices for raw materials and energy are making life more and more difficult for the industry, with the price of sugar and cocoa rising by 50 per cent and more. Producers simply cannot pass on these price increases to retail in view of stagnating markets.

Reorientation

We at Waffel Löser are also affected by this development. Purchase prices for the basic raw material flour increased by up to 100 per cent over the last twelve months and continue to rise. At the same time, there is growing pressure from national and international competitors. The newly formed management team therefore decided to take swift action and undergo a reorientation so as to secure the future of the company and save as many jobs on site as possible. Our strategy is based on a number of pillars:

• Strengthen and extend sales
• Develop new services
• Optimise production processes

As a result, Löser has significantly increased productivity and continues to raise the customary high quality of its products. This has had an impact on the number of jobs in production. However, the loss of less than 30 jobs has been compensated for with new, in some cases more highly qualified positions in sales and development.

One core element of the reorientation is the expansion of the test centre. As compared to the competition, this facility gives Waffel Löser a very important unique selling proposition and allows us to take on a pioneering role within the industry. We invest selectively to provide proactive and direct support for our customers with our expertise. Examples are recipe developments and products ideas, process engineering and the development of new transport boxes. Here our expanded teams in sales and technology are working even more closely with customers.The strategy is not just about internal reorientation. Waffel Löser is also working on its communicative image. Here we receive support from the specialists of the Wiesbaden marketing and communication design agency GO! Advertising.