Navigating the complexities of a truly global business resulting in a 40% share price increase Year-on-Year over 5 years
Codan provides technology that has your back in the harshest environments on earth — for communications, safety, security and productivity, relied upon by humanitarian organisations, mining companies, security and military groups, governments and adventurers in every corner of the globe.
Being a global company, Codan has dealt with category disruption, international currency fluctuations, counterfeiting, issues differentiating their product sets (of which there are three) in global markets, with very different audiences from artisanal miners to government organisation, investors, consumers, amongst others. This means the business is very complex. Through all of it, CEO Donald McGurk had a mandate to lift share price by consistently building the business and inspiring step changes across the group.
Work the whole group, one market at a time
Executive strategy intensives
We ran business and brand strategy intensives with executive leadership teams over multiple years, covering every market the group's brands play in.
A rolling 1,000-day plan
In 2018 Minetec landed a partnership with Caterpillar, the world's leading supplier of mining equipment, after implementing our rolling 1,000-day plan. Minetec’s proprietary technology is integrated into the Fortune 100 company’s tech solution, Minestar.
Propositions that unite every audience
We built all their propositions — company and product/service offerings — that united every audience and foreign market segment: business and brand strategy across all brands and markets, marketing calendar planning, leadership and executive team development, and company acquisition.
Strategic insight
In a world of disruption, complexity, and volatility that spans the globe, it’s crucial for Codan to have clarity of strategic thinking and planning that permeates every aspect of the business — mixed with the right team and capabilities to stay agile and create a strategic organisation. To face these challenges and drive value beyond individual initiatives or services, Codan needs to truly integrate strategy throughout all functions of the business and make strategic thinking part of BAU.
Minetec implementation
Codan is a parent company to a number of technology brands, one of which is Minetec. After sharpening their brand story and value proposition, we helped Minetec implement the strategy with a digital campaign, brand refresh, new website, video content and print collateral.
The work on air
Hear how strategy woven through the whole group compounds.
The original five-year case study reported that, after completing its propositions, branding and go-to-market strategy, Codan had experienced a 40% share price boost year-on-year since 2011 and was then one of the biggest public companies based in South Australia.
Step Change is a key part of the Codan team. They have been an impact player for over 4 years. The secret is having them woven into the fabric of our business, effecting steps changes in every aspect.
