EXECUTIVE SUMMARY

This project explores how sales strategies will evolve with Millennials and Gen Z assuming leadership by 2035. Using trend analysis and expert interviews, four scenarios were developed to guide FESTO's future strategies. These scenarios balance levels of AI adoption and sustainability to address diverse market demands and operational shifts. The findings will help FESTO navigate potential future landscapes and maintain a competitive edge. 

Goal

The goal of this project is to predict possible scenarios for the future of sales at FESTO given the generational change with Gen Z taking over leadership positions in the workforce by 2035. Four possible future scenarios are created, outlining opportunities, threats, and risks for FESTO’s sales organization. The project provides insights on future information sourcing for FESTO products, decision-making processes, changes in sales channels, and shifts in the unique selling propositions of FESTO products. Strategic recommendations are also provided for each defined scenario.

Methodology

Scenario Planning involves creating possible future situations to support decision-making and strategy development. This includes defining the framework, analyzing stakeholder perceptions, collecting and evaluating trends, and creating scenarios. Secondary research analyzed sources such as McKinsey and Gartner, while primary research involved expert interviews in B2B sales. 

Results

The analysis presents four potential futures for FESTO. In the first scenario, Green Intelligence, AI and sustainability drive sales, featuring flexible factories and a circular economy. The second scenario, Eco-Traditionalism, focuses on human-centric approaches and regional supply chains with low AI integration. The third scenario, Digital Exploit, emphasizes maximum automation and efficiency with minimal regard for sustainability. The final scenario, Going Back in Time, relies on traditional sales methods and mass production with little emphasis on environmental concerns. These scenarios equip FESTO to anticipate risks, seize opportunities, and strategically plan for a dynamic future.

Cooperation Partner

• FESTO Beteiligungen GmbH & Co. KG

• Festo Campus

• Esslingen, Germany

• https://www.festo.com

Contact Person

• Jacob Decker

• jacob.decker@festo.com

Student Team

• Nevena Banov

• Anna Ehlmaier

• Varvara Krylova

• Paul Schabauer

• Clara Schmidsfelden

• Matthias Schnait

Project Manager

• Caroline Fabian, M.Sc. (LSE) M.Sc. (Eng.)

• Shtefi Mladenovska, M.Sc.