AMAZONEN-Werke H. Dreyer GmbH & Co. KG

The AMAZONEN-Werke H. Dreyer GmbH & Co. KG has been one of the world's leading manufacturers of agricultural machinery for many decades. With around 1,800 employees the company achieves a worldwide turnover of more than EUR 500 million.

In 2008 and 2009, the company became increasingly interested in intensifying its market presence in India.

With the aid of a market reconnaissance trip planned by Dr. Wamser + Batra and a market study the Indian agriculture was characterised and the potential for Amazonen-Werke was evaluated.

On the basis of the study and market reconnaissance trip carried out by us (neutral) Amazone came to the decision not to strategically focus on India as the local application possibilities are too limited (e.g. too small field sizes).

Preparation and participation in strategy meetings

Visit to a trade fair and subsequent fact finding trip through northern India with visits to farmers, agricultural machinery rental companies and Indian manufacturers

Analysis of potential market segments, competitors and customer preferences

Good thing we save a lot of money. Good that you have shown us the reality on the ground.

Heiner Bellstedt, Head of Export

Project Team

Dr. Johannes Wamser
turnaround management
joint ventures