Timely market intelligence drives additional sales revenues of 10 percent
SAS® helps Faber get the right products to market at the right price
Manufacturers need to be able to identify and respond to local market needs by designing and marketing the right products and selling them at the optimum price in each country or region. Faber therefore uses SAS to enable its decision makers worldwide to understand and meet local requirements. The result: a 10-percent increase in sales revenues.
It doesn't matter where you are, you can find a Faber cooker hood all over the world. The Italian company has a 14 percent share of the global market. Part of the Franke Group, it has 13 subsidiaries including 11 manufacturing facilities in locations such as Turkey, India, Argentina and China. Indeed, 65 percent of the company's revenues are driven by foreign subsidiaries.
Important questions for Faber include: "What do the customers in these different markets want?" "What products should we design and market to meet these needs?" and "At what price should we sell these products to get the optimum revenues and profitability?" The faster Faber answers these questions, the better placed the company is to beat its competitors in existing and new markets.
In 2002 Faber began updating its infrastructure and creating a new business model, and selected SAS for business intelligence applications. "We wanted to be able to extract data from our SAP systems and use it creatively, to give us competitive advantage," says Elisa Galassi, IS Manager. More recently, Faber redesigned its SAS data warehouse to be multi-company, multi-language and multi-currency.
SAS therefore gives Faber the flexibility to segment its enterprise data in ways that are in practice impossible with SAP. "SAS gives our teams around the world the information and analytical capabilities necessary to identify and respond to local market requirements," Galassi says. "We produce and sell products in-country, and each has its own market needs. We need to understand these differences between countries so we can design and market the right products. Establishing and maintaining the right pricing policy in our markets is also very important."
Galassi gives an example of how this flexibility helps Faber in practice: "The Group Sales Director may want to see a sales report for China, with descriptions in Italian and English, and using euros as the consolidated currency.
"He may also need to consolidate these figures with results from Italy and Turkey, because he wants to look at opportunities to cross-sell products from one market to another, and he wants to know what is the optimum price in the new markets. With SAS we can do this easily. The time it takes to get results is impressive. If you think about SAP and time to delivery, you think in days or weeks. With SAS, we always think in hours or days. And we're still speeding up. That means we can identify opportunities more quickly, which translates into extra revenues and additional profit."
For example, Galassi says that improved data integration performance has enabled Faber to speed up the loading of enterprise resource planning (ERP) data by more than 40 percent.
Faber subsidiaries are now benefiting from the SAS solution. Galassi adds, "If you look at what we've spent and what we get, we are seeing a good return on our investment. We spent a normal amount of money for a company this size. Other companies make different choices, thinking 'low level' is better because it's low cost. But we have chosen a solution that clearly raises our financial performance." The overall result, according to Galassi, is an increase in sales revenue in the order of 10 percent.
"Whenever our CEO has an issue on the table, he now asks 'Can we solve this with SAS?' That's impressive. He trusts SAS to answer any question. SAS is really mission-critical to Faber," concludes Galassi.
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IS Manager, Faber Group
Fast-growing company Faber needs to analyse its business operations worldwide, addressing multi-company, multi-language and multi-currency requirements.
A SAS-based portal provides business intelligence for Faber's headquarters and its international subsidiaries, enabling it to identify cross-selling opportunities.
A 10 percent increase in sales revenue and faster results.
“ With SAS we can do this easily. The time it takes to get results is impressive. If you think about SAP and time to delivery, you think in days or weeks. With SAS, we always think in hours or days. And we're still speeding up. That means we can identify opportunities more quickly, which translates into extra revenues and additional profit. ”