Case Study

Sky Deutschland (A): Driving customer loyalty through supply chain execution

18 pages
December 2016
Reference: IMD-7-1805

Sky Germany is the leading pay TV provider in Germany and Austria. In 2010, the company was losing money and facing a lot of operational challenges such as a slow subscriber growth, a high customer churn rate, high fixed costs and frequent product stock-outs. In 2010 Sebastian Hauptmann joined Sky as VP of Logistics to help turn the company around. He had to act swiftly to address short-term problems while developing and implementing the strategy for long-term operational success. He put in place a multi-year strategic turnaround program led by supply chain team, a culture of continuous improvements (CI), and a world-class team. By 2014 all important KPI’s had improved significantly, and the company was on the path to turnaround, largely driven by the wide-ranging improvements in supply chain management. In 2016, for the first time in its history, Sky Deutschland reported positive operating results. With his continued success, Sebastian successively increased his responsibilities to become first SVP of Supply Chain, Procurement & CI and then EVP of Operations in 2016. The German Pay TV market remains a large opportunity for Sky Deutschland and rapid technology changes in TV and media present new challenges to the Sky group across Europe.

Learning Objective

Introducing core supply chain concepts such as SCOR®, S&OP, CPFR and cleansheet costing. The case will challenge participants to move from concepts to implementation. The A and B case spans a timeframe of ca. 4.5 years and allows for engaging action play and group work by participants.

Continuous Improvement, High Performance Team, Leadership, Lean Management, Life Cycles, Logistics, Operations, Pay Television, Supplier, Supply Chain, Tender Strategy, Time Reduction, Transformation, Turnaround, Warehousing
Sky Deutschland
2010 - 2016
Field Research
© 2016
Available Languages
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

2017 EFMD CASE WRITING AWARD - Supply Chain Management category
Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics