Grohe SAP Casestudy

High-quality products and outstanding kitchen and bath design are the hallmarks of Grohe AG, one of the world’s leading manufacturers of sanitary fittings. Seeking a greater focus on its international customers, Grohe decided to implement the SAP® Customer relationship Management (SAP CRM) application.

Quick Facts


  • Name: Grohe AG
  • Headquarters: Düsseldorf, Germany
  • Industry: Consumer products – durables manufacturing
  • Products and Services: Sanitary Fittings
  • Revenue: €980 million (2010)
  • Employees: approximately 5,400
  • Web Site:
  • Implementation partner: Lynx Consulting GmbH

Challenges and Opportunities

Give local sales subsidiaries a common view of customers and projects to establish standard principles for assessing business worldwide


Generate current, reliable business intelligence data on customers and markets

Achieve a high level of transparency in international projects 

Use real-time information to improve sales management 

Identify customer preferences early on to accelerate time to market 

SAP® Solution and Services

SAP® Customer relationship Management (SAP CRM) application

Implementation Highlights
Chose a proven partner with the right technical expertise 

    • started a pilot project in 9 months 
    • rolled out SAP CRM to 21 countries 
    • Developed a standard global set of business semantics 


ease of integration into an existing SAP software environment

expansion in conformance with company strategy

increased stability in mass data processing

Foundation of standardized technology


Central source of bundled information on global business

Direct worldwide access to in-depth data on customers and markets in a uniform semantic format

Better sales management and controlling of projects due to greater transparency into international activities and events

improved sales activity assessment and increased reporting transparency through standardized visit reports

Presentation of a uniform global presence to clients and decision makers

access to a single source of real-time data for field and office personnel

greater effectiveness of selection activities due to increased availability of information on markets, customers, and retailers

Existing Environment

• SAP ERP application
• SAP NetWeaver® Business Warehouse component

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