The engineering firm from Ulm, founded in 2007, has succeeded in establishing an international foothold as an SME employing 30 members of staff within just a few short years. Wenger Engineering supplies companies from California to Japan with competitive, energy-efficient, technologically reliable solutions in the area of thermodynamics, process engineering and CFD simulation. MP participants from the Ukraine discovered just how this rapid growth became possible during the Manager Training Programme they completed in Germany in the summer of 2017.
After a short welcome, CEO David Wenger gave an overview of his company’s history and focused on its corporate identity. In particular, he recollected the early days of his self-employment and explained how important it was to him to ensure the organic growth of his business from the get-go. Wenger’s company vision is premised on making a contribution to a cleaner economy, and assisting companies in adopting more energy-efficient and reliable solutions.
After the presentation, the guests from the Ukraine were given an overview of Wenger’s marketing tools and HR management. The company’s key marketing instruments include working with social media, the company website, storytelling and testimonials. Given the complexity of their solutions, Wenger Engineering places great importance on getting a certain message across to customers, and showing which solutions have already been achieved with other customers. Since Wenger’s technology solutions are not classical products for testing, the company makes use of its certifications, affiliations and media articles for promotion purposes. The Ukrainian executives were particularly impressed by the use of the company website as a marketing tool. When entering the website a live chat appears, which can be used by prospective customers to ask questions. The website also offers visitors the option of running energy calculations and downloading Excel templates for free. David Wenger justifies this approach by saying that customers need to be offered something before orders can be generated. This principle has proven very successful for Wenger. The customer base now includes major automotive manufacturers such as Daimler, Honda, BMW and Volkswagen.
But the company’s HR management also deserves its moment in the spotlight. Wenger loves to turn former interns into new employees, and carefully plans the start of any new team member. Target agreements and HR entry check lists are there to help new employees experience the smoothest, most straightforward start possible. Key topics brought up by the visitors from the Ukraine were working hours and employee motivation. Wenger sees tremendous value in flexible working hours, in order to offer young parents a great working environment.
The company strategy and sense of openness employed by the Executive Director really appealed to the Ukrainian MP participants. Having been inspired by the Wenger company visit, more than half of them are now planning adjustments to their own marketing strategies.
By Almut Weigel
AHP International GmbH & Co. KG, Heidelberg