Case
Kramp
Unlocking Nordic growth with a clear commercial strategy
Kramp is one of Europe’s leading wholesalers in agricultural and technical spare parts. Operating in 24+ countries, Kramp combines a broad assortment with strong logistics – making them a trusted partner for dealers and professionals in agriculture, industry, and construction.
The situation
The wholesale market is evolving fast, driven by shifting customer expectations, digital disruption, and intensified competition. For Kramp, Denmark and Sweden represent more than 80% of Nordic sales – yet both markets have been flat or declining for years. With a strong brand and broad assortment already in place, what was missing was clarity and focus. To accelerate profitable growth and capture new opportunities, Kramp invited CoreConsult to support the Nordic leadership team.
The solution
Together, we designed a comprehensive commercial growth strategy for Denmark and Sweden – bringing clarity, focus, and execution power:
- Strategic baseline: Built a fact-based view of customer needs, competitor positioning, and market dynamics through customer interviews, stakeholder engagement, and detailed data analysis of sales performance and market potential.
- Segmentation and prioritisation: Designed a new customer segmentation model, uncovering untapped opportunities across Denmark and Sweden. Agriculture was confirmed as the main growth driver, while industry and construction were given tailored priorities.
- Go-to-market direction: Defined value propositions and go-to-market prioritisation for each customer segment, enabling better choices of product, pricing, channels, and service.
- Assortment strategy: Strengthened the Nordic portfolio by aligning it with Kramp’s global assortment and ensuring availability in key categories.
- Strategic repositioning: Positioned Denmark alongside Sweden as a growth market, aligning priorities towards Kramp’s Nordic 2030 strategy.
"CoreConsult stepped in and quickly became part of our team.
They challenged our status quo, co-created with our people,
and ensured that we truly owned the solution"
Peter Søgaard
Sales Director Denmark
The impact
The new commercial strategy and go-to-market plans were rolled out with the 2025 budget. Early results already show positive momentum:
- Denmark is ahead of budget in the areas covered by the strategy.
- Sweden is performing well above budget, demonstrating the effect of the new go-to-market approach.
- Across the Nordic organisation, leaders highlight the value of having a clear direction – enabling sharper prioritisation, stronger alignment, and a renewed growth mindset.
Looking ahead, the strategy outlines a clear path to 2030: unlocking substantial opportunities across the Nordics, multiplying today’s revenue base, capturing more share of wallet with existing customers, winning selectively with new ones, and building a robust, data-driven foundation for long-term profitable growth.
By combining commercial strategy, assortment alignment, and actionable go-to-market plans, CoreConsult helped Kramp unlock its Nordic potential and provided the tools to compete effectively in a highly competitive market.
