On November 11, 2019, Kai Ostendorf (photo) gave a lecture on pricing at the invitation of Professor Hans-Christian Riekhof at the PFH Private University of Göttingen. He provided an insight into the pricing of the agricultural machinery wholesaler in the B2B environment – before and after the implementation of a pricing tool. The following interview emerged from the discussions held there.
Read more
On Monday, 11.11.2019, the Private University of Göttingen (PFH) hosts the company Fricke. A corporate group that specializes in agricultural machinery, garden technology, and commercial vehicles and is present with 64 locations in 25 countries. At the invitation of Prof. Dr. Hans-Christian Riekhof, Kai Ostendorf, Head of Pricing & Material Master Data Management, is coming.
In his 90-minute lecture, Ostendorf provides an insight into the wholesaler’s pricing in the B2B environment – both before and after the implementation of a pricing tool.
Pricing for spare parts is a particular challenge. This applies not only when it comes to agricultural machinery. After all, it is not enough to offer products in a simple “manufacturing cost plus x” approach and wait to see how the market reacts. Web-based platforms tend to help buyers increase price transparency, but given the complexity and variety of variants, there are natural limits here. The price structure is also very different depending on the submarket and degree of specialization, for example when thinking about spare parts for historical agricultural machinery.
The OEMs (Original Equipment Manufacturer) tend to pursue a high-price strategy for their original spare parts. Distributors counter this with their own cheaper product lines, which they have manufactured in China. Kai Ostendorf describes in his lecture how it is possible to find the “right” prices for 11 million spare parts. A pricing tool is used, which he introduced at Granit Parts together with an external service provider.
The PFH is pleased to welcome interested parties this evening, external guests are welcome.
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
Date/Time:
Mon, 11.11.2019, 18:00 – 19.30 hrs
The event is free of charge. Registration is required, please by mail to Wieschollek@nullpfh.de.
Photo: Fricke Agricultural Machinery
For the winter semester 2019/2020, the PFH Private University of Göttingen is again offering an attractive program with a series of exciting external lectures. From October 22, 2019, managers, consultants, and scientists are guests at the PFH, who provide informative and educational insights on the respective evenings.
Among the speakers are Prof. Dr. Ricardo Torres from the University of Havana with an insight into Cuba’s economy after Castro. Kai Ostendorf (Wilhelm Fricke SE) as a wholesaler illuminates the implementation of a pricing tool in the B2B environment. Dr. Manuel Vermeer, Sinologist and consultant for Asia business, and Dr. Mohammed Ali Seiraffi, Vice President Handling Frankfurt at Lufthansa Cargo Center, report on opportunities and challenges in multinational corporate management. Andreas Stauber, Pricing Manager at Fielmann, reports on the introduction of a new pricing system in retail, Douglas product manager Katharina Hoppe lectures on the development of digital products in the perfume chain and Gunar Splanemann (Mast-Jägermeister SE) provides insights into current drinking habits.
All lectures, dates and further information can be found in our pdf file.
Registrations at the PFH, Weender Landstraße 3-5, 37073 Göttingen, at wieschollek@nullpfh.de