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FIT FOR DEFENSE – SI VIS PACEM PARA BELLUM

FIT FOR DEFENSE

Since 2022, the requirements and framework conditions for NATO forces—especially the German Bundeswehr—have changed drastically.

  • With the defense and infrastructure funding package adopted in March, the Bundeswehr is refocusing on alliance defense.
  • While Germany was once a front-line state, it now serves as a logistics hub for other NATO partners.
  • This combination of an unprecedented financial framework and high time pressure—resulting in shorter development and procurement cycles—creates enormous market potential, especially for companies from the automotive supply industry that can respond quickly to meet these demands.
  • This also applies to the armed forces and their equipment needs, requiring tailored solutions.

Our Defense Team combines consulting expertise with defense-specific know-how.

Holger Krischen

Horus Partner

Partner at Horus Advisory Group since 2015

  • Former Bundeswehr officer
  • Freundeskreis Heer
  • Consulting projects including Airbus Military
  • Horus Defense projects

Michael Woywadt

Horus Partner

Partner at Horus Advisory Group since 2015

  • Former Bundeswehr officer
  • Until 2014 Diehl Aerospace
  • Lecturer at Universität der Bundeswehr München
  • Horus Defense projects

GEN. LT. A.D. JÜRGEN KNAPPE

Sr. Advisor Defense Policy

Commander, Joint Support Enabling Command (2018–2002)

  • Other functions
  • Kdr. General Territorialkom.
  • Deputy Commander of the German ISAF contingent

Project Process:
Our proven approach, tailored to your specific needs

1. Introduction & Framework

We outline the current defense and critical infrastructure market conditions and answer your questions in a one-day workshop.

2. Product Analysis

We help identify products and services in your portfolio that are relevant to defense. This step is conducted either within your business units or in a dedicated workshop.

3. Market Analysis

We analyse relevant market segments and provide you with the information needed for strategic decisions. Focus regions include European NATO countries and Ukraine.

4. Sales Strategy

We help you understand the defense market’s mix of authorities, military, and procurement channels, and develop the most promising approach—iteratively with your marketing, sales, and product teams.

5. Market Entry Support

We offer access to a broad and deep network within the Bundeswehr, federal and state authorities, and relevant defense OEMs.

EXAMPLES FROM PREVIOUS PROJECTS

Support for an Automotive Supplier Entering the Defense Market

We helped a client identify products suitable for rapid entry into the defense market. After validating and assessing the client’s portfolio, we developed a tailored sales concept for prioritized products.

Ammunition Market Study

For another client, we conducted a study based on NATO requirements in Europe and current Ukrainian army consumption. We identified demand, analyzed production processes, and mapped the supplier network.