Case Study KRONE GROUP: Territory Planning with WebGIS

KRONE GROUP: International Manufacturer of Agricultural Machinery and Commercial Vehicles.

The KRONE Group is an internationally active family-owned company and one of the leading manufacturers of agricultural machinery and commercial vehicles. In the agricultural machinery sector, KRONE produces green harvesting machinery such as mowers, rakes, balers, and choppers, which are used in over 60 countries. With several thousand employees, the group generates billions in revenue and is increasingly focusing on digital solutions for sales and production. 

The digital solution for dealer network development is a WebGIS from WIGeoGIS with an extension module for territory planning.

Proven in Day-to-Day Analysis and Planning: A Combination of WebGIS and a Territory Planning Extension

The KRONE Group uses a customized WebGIS from WIGeoGIS as its foundation, extended with a module specifically for territory planning, as well as geo- and market data for the United States, Canada, and Great Britain.

“The various user roles in the WebGIS from WIGeoGIS greatly facilitate international collaboration. Furthermore, the tool gives me a great deal of flexibility. I can provide insights at any time, for example in meetings. With just a few clicks, I can answer questions about dealer responsibilities, territories, performance, and potential for every country set up in the territory planning tool,” explains Federspiel.

Dealer Network Planning Before Implementing WebGIS

As a globally active agricultural machinery manufacturer, KRONE AGRICULTURE faces the challenge of efficiently managing dealer networks in different countries. In Germany, the United States, Canada, and Great Britain, not only the target groups but also the structures of the dealer territories differ considerably.

“Before, territory planning was fragmented. In Germany for example: Our 140 dealer territories have grown organically over time. With the help of the WebGIS from WIGeoGIS we were able to combine all of this into a single dataset. Nothing was harmonized. When it came to clarity and hierarchical planning, the situation was far from ideal,” Federspiel says, describing what it was like before the WebGIS was introduced.

His aim was to create a central, harmonized data and planning solution that is internationally scalable and at the same time flexible enough to accommodate country-specific requirements.

WebGIS with an Extension for Territory Planning

“We decided on the WebGIS from WIGeoGIS. The decisive factor was the combination of browser-based access, role-based user management, and the direct integration of up-to-date market data provided by the VDMA through the tool. The addition of the territory planning module enables transparent, optimized international territory planning, based on a clear methodology and clean, consistent data," said Benedikt Federspiel.

More Transparency, Collaboration and Sound Planning Instead of Data Silos and Chaos

In 2023, the GIS software was introduced in Germany and the United States. The need for a robust solution was particularly strong in the United States.

“Our colleagues in the United States are extremely grateful because we were able to give them a tool that has greatly simplified their work and collaboration with headquarters. They call me, we look at the WebGIS together and answer any questions directly. What used to take days is now done in about 30 minutes. We make faster, data-driven decisions,” reports Federspiel.

Professionalization and Flexibility in Sales

“Statistics often encounter skepticism. However, when data and figures are transparent and a tool is intuitive to use, like the WebGIS from WIGeoGIS, acceptance increases significantly. Suddenly, colleagues who previously had little experience with data are also working with the system.” That was exactly the case for Dr. Federspiel. He continues: “With the WebGIS from WIGeoGIS, territory planning has become not only more efficient, but above all more professional: processes are clearly structured, decisions are transparent, and data is easy to compare. At the same time, the system's flexibility is demonstrated by its successful deployment in different markets – in the United States through continuous maintenance, in Great Britain for the complete rebuilding of the network documentation, and in Germany for product- and dealer-specific scenario analyses.”

This is how KRONE succeeds in managing international requirements under one WebGIS umbrella while simultaneously mapping country-specific characteristics.

Unlock Further Potential

KRONE currently only uses part of the system. The next step is to implement automated reports and involve the territory managers in the United States more closely. “We now have a common foundation – that is a huge advantage. But we are only getting started. The WebGIS from WIGeoGIS provides us with the foundation to continue growing internationally and to further structure our organization,” says Federspiel, outlining future plans.

Fairly distributed, contiguous dealer territories at the county level: the result of territory planning based on overall market and company data.

Experiences and Satisfaction with WIGeoGIS Service and Products

“We are very satisfied with the WebGIS and the associated territory planning extension from WIGeoGIS, even if the customization of the maps – for example, adjusting the colors – is perhaps not its greatest strength. That said, I can integrate everything into my structure, and encourage colleagues to maintain the data, because the tool is relatively easy to use. From my perspective in the head office, that is a significant benefit,” concludes Federspiel.

And how was your experience working with WIGeoGIS? “For me, working with WIGeoGIS is defined by genuine responsiveness and a real ability to understand customer needs. Our contact in WIGeoGIS development takes the time to fully understand our needs and precisely translate them into product terms, delivering clear added value. It is a true partnership on equal terms, characterized by a positive working atmosphere. This not only makes implementation easier, but also makes the exchange particularly valuable,” says Benedikt Federspiel.