What functionalities should a new tractor have?

"What should a new tractor be able to do? An exciting task," said student Michaela Sandmayr, expressing enthusiasm for the project assignment. "For farmers, this is a logical and straightforward question. However, it is rare to have the opportunity to change perspectives and consider the issue from the standpoint of entrepreneurs and business owners. The corporate project with STEYR Tractors has helped us better understand the requirements of the tractor market and the positioning of the STEYR® brand."

Promoting commercial use and establishing a dedicated business line

For a semester, four master's students in the third semester worked on this corporate project. "As a summary, the results indicate that the STEYR brand enjoys a very high reputation and is well-established in the market segment of agricultural and municipal vehicles. A significant finding of the study is that the possibilities for commercial use (e.g., in transportation, earthmoving, etc.) should be emphasized," briefly summarizes FH-Prof. Priv.-Doz. Mag. Dr. Andreas Auinger, course instructor and farmer.

Furthermore, the students' research clearly showed that the requirements of entrepreneurs differ from those of farmers. Therefore, the students' recommendation includes the implementation of a dedicated STEYR Business Line for the proper marketing of tractors.

"The results of the corporate project have provided us with many fresh insights that we aim to implement in the coming months and years. We appreciate the refreshing and professional collaboration with FH in Steyr!" explains Christoph Steinmassl, Marketing Manager at STEYR Traktoren.

STEYR Traktoren - an important company for the region and a strong brand

FH-Prof. Andreas Auinger adds, "I have been connected to the STEYR brand since my childhood due to my agricultural background. We always had STEYR tractors at home. STEYR is a strong and modern brand with a future and is an important company for our region and our country - as our study has also shown. Thanks to the company and the individuals involved for the opportunity to accompany and conduct this great project."

The Master's program "Agricultural Management and Innovations" at FH Upper Austria Campus Steyr is organized on a part-time basis and lasts for 4 semesters. Graduates have the opportunity to take on leadership and advisory roles in the field of agriculture. They acquire all the necessary skills, methods, concepts, and technologies in the areas of management and leadership, agricultural economics and innovation, as well as digitization and marketing, to assume responsibility for society and to sustainably and resource-appropriately develop the agricultural sector.