Context and question
Imroder originated 60 years ago, when the company took its first steps as a real estate subdivider. Over the years, with the entry of the third generation as well as the appointment of Isabelle Lemahieu as CEO in 2017, Imroder evolved into a property developer. In recent years, the family business has grown into an established name within East and West Flanders’ property development.
However, Imroder lacks a clear positioning and explicit go-to-market approach, which led them to knock on Callebaut Collective’s door. Throughout the project, it additionally became clear that there was a need for a common ambition and defined strategic framework to give the organization a focus within a constantly changing and increasingly complex environment. Just think of the Covid-19 pandemic, increasing prices of raw material, decreasing purchasing power, a rapidly approaching concrete-halt, the demand for sustainability and its legislation, increasingly demanding customers… In this area our support was needed as well.