“RevelX has been a valuable sparringpartner for Huisman by challenging our vision on key topics and providing a pragmatic approach to strategy development.”
David Roodenburg
CEO of Huisman
Huisman Equipment, founded in 1929, is an industry leader in the design and manufacturing of heavy equipment for the world’s leading companies in renewable energy, oil & gas, port logistics and civil construction. Their portfolio includes heavy lift cranes, offshore wind tools, pipelay and drilling equipment. Huisman has pushed the technological boundaries with many ground breaking innovations that challenge the status quo in the industry. The equipment of Huisman is mission critical for their customers who realize the most challenging projects in extremely harsh conditions. Huisman operates on a global basis with 2.500 employees who design and manufacture the world’s largest and heaviest equipment.
Huisman is very successful in the Offshore wind market. The long-term outlook for this market is, however, uncertain and highly dependent on macro-economic, geopolitical and environmental developments that can significantly impact the market potential 10 to 15 years from now.
Huisman wanted to develop a clear and actionable strategy that secures the long-term relevance, continuity and profitability of the company. This strategy, first of all, needed to secure the leading position in the Offshore wind market and had to be robust for the long-term market scenarios that can develop. Secondly, the strategy had to identify future growth engines outside the offshore wind market that can be developed by leveraging Huisman’s unique competences and assets and lead to a balanced portfolio and risk profile.
Together with Huisman’s leadership team RevelX has designed an approach that combined in-depth, fact-based market analysis with interactive strategy workshops with senior managers within Huisman. In these bottom-up workshops growth strategies have been defined for 5 key areas which was structured with our Growth Strategy Canvas. This was consolidated in the overall ambition and the long-term positioning of Huisman in the industry value chain. The Huisman Board has subsequently prioritized the bottom-up strategies and selected the most promising growth engines based on strategic criteria and a quantified assessment of the growth and profit potential.
The analysis phase of the strategy project resulted in quantified scenarios for the future offshore wind market and how this would impact Huisman and a good understanding of Huisman’s strengths and weaknesses and the core competences that can be leveraged into other industries. The strategy development phase resulted in a well defined ambition, a prioritized set of growth engines and strategies for each growth engine. Several growth engines focus on new product-market combinations (outside offshore wind) which will balance the long term portfolio. In addition to that, the project has defined the new business models that are needed to succeed in these new markets, and a New Solution Development process was developed to focus and structure the Huisman’s ambitious innovation roadmap.
