Strategic product launch: production system for the semiconductor industry (power electronics)
– disruptive approach to replace a critical process step in the manufacturing of power semiconductors; for Oxford Instruments Plasma Technology, a medium-sized company in the semiconductor engineering sector, in the role of Vice President Strategic Products.
Oxford Instruments Plasma Technology is a leading developer and manufacturer of solutions for plasma processes for the deposition and etching of semiconductor materials. The systems and processes are used worldwide in the research and development and the production of semiconductor components.
- Positioning of a new, innovative plasma etching system for an alternative production process for manufacturing SiC components for power electronics
- Acquiring strategic partners
- Developing the strategy for the product launch
- Focusing and coordinating the internal activities of product management, R&D, business development, service, sales and marketing
- Adapting the technological roadmap and developing the USPs
- Revising the product positioning and presentation
- Classifying potential qualification partners
- Coordinating and managing the approach to strategic partners via sales
- Directly approaching strategic partners
- Developing qualification programmes with strategic customers
- Achieved collaboration between the sales, business development, product management, R&D, service and marketing departments
- Qualification programmes launched with two internationally renowned companies in the industry
- Resistance from new head of sales
- Unclear responsibilities
„Bastian’s work was characterised by a structured methodology, a robust understanding of technology, effective team leadership, and clear communication, both internally and with clients. These qualities were evident in his interactions and helped drive the project forward with a steady drum beat.“
Klaas Wisniewski
Director of Strategic Business Development, Oxford Instruments Plasma Technology