‘IMPACT’ replaces successful predecessor strategy ‘Exceeding Print’; transformation from machine manufacturer to complete technology provider with focus on AI, automation, and digital printing; targeted development of high-volume mid-tech segment and expansion of market shares in Asia, Middle East, and Latin America; adjustment of value chains and maximum cost discipline to ensure global competitiveness in a volatile market environment
Koenig & Bauer AG has presented its new strategic framework, ‘IMPACT’, designed to drive the transformation from a traditional manufacturer to a complete technology provider. Building on the success of the ‘Exceeding Print’ strategy (2021-25), the company is now realigning its priorities for the coming decade to actively shape the challenges of the volatile global economy and continue making a significant contribution to the success of its customers worldwide. With a clear focus on technological intelligence, operational excellence, and proactive adaptability, the company aims to actively shape the future of the printing industry and ensure sustainable competitiveness.
The individual letters of the word ‘IMPACT’ each represent a strategic pillar, with Intelligence, Market, People, Adaptability, Competitiveness, and Technology forming the backbone of the company’s new strategic framework. Koenig & Bauer CEO Dr. Stephen Kimmich summarises the significance: “In challenging times, we do not rely on the markets to calm down, but actively shape the future of our industry. The market data shows us the door; we have to walk through it ourselves. Koenig & Bauer is acting – decisively, innovatively, and in the interest of the sustainable success of our customers.”
Gradual Shift from Machine Manufacturer to Tech Provider
Koenig & Bauer is holistically integrating artificial intelligence into its processes and products. With the already established ‘AI Empower’ programme, the company is driving forward a massive cultural and technological shift.
The focus is on increasing the efficiency of its own operations through software, AI, and automation, while simultaneously creating digital ecosystems for customers, such as myKyana. Koenig & Bauer is thus gradually transforming from a pure machine manufacturer into a comprehensive technology provider that delivers hardware and AI-supported process optimisation from a single source.
Go-to-Market Strategy
Koenig & Bauer has the broadest product portfolio in the printing industry and is now focusing on its rapid scaling. A key growth driver is the targeted development of global growth markets such as Asia, the Middle East, and Latin America. To gain market share in the high-volume and price-sensitive mid-tech segment as well, the company is expanding its range with suitable product variants. Following the successful market launch of groundbreaking innovations in recent years – including the RotaJET and VariJET in digital printing, state-of-the-art solutions in the postpress sector, as well as high-performance CI Flexo systems and a complete product portfolio for the corrugated board industry – these products are now ready for global expansion.
Competence and Speed as Success Factors
The foundation of this claim to technological leadership is formed by Koenig & Bauer’s global teams. The company is investing heavily in modern, digital working tools and focusing on the qualification and further training of its employees. In addition, customer success is to be optimised through an appropriate range of training courses, explains Dr. Kimmich: “We don’t just provide the hardware. We accompany our customers and ensure that they can exploit the full performance range of our machines and products to achieve the best possible results.”
At the same time, the ‘P’ also stands for ‘Pace’ and ‘Performance’. Through lean organisational structures and smart processes, the company is significantly increasing its speed of reaction to market changes in order to serve customer requirements worldwide even more efficiently.
Resilience in Volatile World
To significantly increase resilience against global economic fluctuations, Koenig & Bauer is adjusting its value chain. The company is moving away from rigid capacity limits towards a flexible model with stable base utilisation of its own plants. This is complemented by local procurement and assembly strategies to reduce dependencies in the supply chain. Furthermore, the profitable service business, which already accounts for around 30% of group revenue, acts as a strong financial anchor and will be consistently expanded further.
Competitiveness
Technological advantage must go hand in hand with economic strength. In light of enormous global cost pressure, new tariff barriers, and intense competition, Koenig & Bauer has prioritised on optimising its manufacturing costs. The company is securing its competitiveness through cross-divisional cost reduction programmes, improved make-or-buy decisions, and global procurement strategies. The objective is to operate with technological and economic independence and to be future-proof across all addressed markets – from the high-end to the mid-tech segment.
Digitalisation and Software
Technological leadership remains Koenig & Bauer’s DNA. The company is consistently expanding its offering in the rapidly growing industrial digital printing sector – with the VariJET and RotaJET, among others. At the same time, authentication and quality systems are gaining massive importance. With innovations such as the security systems from Koenig & Bauer Vision & Protection or the digital packaging platform AURAVEO, Koenig & Bauer provides answers to the growing global need for product protection, error prevention, and direct end-customer communication. In doing so, the company underpins its technological leadership in traditional offset printing through continuous innovations and sets new standards in digital networking and machine intelligence with the AI-based customer portal myKyana.
New Strategic Framework
With the momentum gained in recent years, the structural sharpening achieved support for the successful implementation of the new strategic framework. ‘IMPACT’ now focuses on long-term resilience and technological positioning even beyond 2030. The previously initiated focus on operational excellence and cost efficiency finds its logical continuation in the IMPACT pillar ‘Competitiveness’ and represents the operational transition from the successful predecessor strategy ‘Exceeding Print’ to ‘IMPACT’.
Clear Financial Goals
In addition to the strategic direction, ‘IMPACT’ sets clear financial guidelines. Koenig & Bauer CFO Dr. Alexander Blum comments, “Profitability is the insurance for our future projects. Our mission is to consistently increase operational excellence. Our benchmark remains medium-term planning. Here, it is important to us to grow and further increase our top line. The levers of our IMPACT strategy apply exactly where we can most strongly maximise efficiency and earning power.”
