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Customer relations

  • Classical chemicals business: reliable and cost-efficient supply
  • Customized products: joint projects to develop products or formulations for a specific industry
  • Functionalized materials and solutions: close partnerships to jointly develop innovations for better customer processes and applications

BASF’s customer portfolio ranges from major global customers and medium-sized regional businesses to local workshops. We align our business models and sales channels to the respective customer groups and market segments. In line with our strategic principle, “We add value as one company,” we aim to tightly pool our products and services in the future to even better meet the needs of customers from different sectors.

In the classical chemicals business, we mostly sell the chemicals produced in our Verbund in large quantities. These include basic products from the Chemicals and Plastics segments, such as sulfuric acid, plasticizers, caprolactam, TDI and products from the steam cracker. For these basic chemicals, our priority is on supplying customers reliably and cost-effectively. Marketing is carried out partly via e-commerce.

In the Performance Products segment in particular, we manufacture a broad range of customized products – from vitamins, personal care ingredients and color pigments to paper chemicals and plastic additives. In joint projects, we work closely together with our customers from an early stage in order to develop new products or formulations for a specific industry. This is how we contribute to customers’ long-term success. A worldwide network of development laboratories allows us to quickly adapt our products to local needs.

We offer functionalized materials and solutions tailored to our customers’ requirements primarily in the Plastics, Functional Solutions and Agricultural Solutions segments. These include, for example, engineering plastics, concrete additives, coatings and crop protection products. We enter into close partnerships with customers to develop innovations together which help them optimize their processes and applications. Our solid understanding of the entire value chain as well as our global setup and market knowledge are key success factors here.

Industry orientation

  • Enhanced bundling of our products and services to better conform to needs of customer industries
  • Industry teams pool skills, knowledge and customer contacts across units
  • Systematic and structured enhancement of our industry focus

We serve customers from many different sectors with a broad portfolio of diverse competencies, processes, technologies and products. In the future, we aim to more tightly pool our products and services in order to even better address the specific needs of our customer industries and bring innovations faster to the market.

For example, we grouped our battery activities together to form a new global business unit. By bundling expertise and resources, we position ourselves as a solution-oriented system provider for battery materials. Together with our customers, we can thus optimally control how various battery components work together and contribute to battery performance.

Yet not all business units can be arranged purely according to industry. That is why BASF creates sector-specific “industry teams,” such as those for key customer industries like the automotive, construction and packaging industries, or for growth fields like wind energy. They pool expertise, knowledge and contacts across different units, sharpen our understanding of the value chains in customer industries and work on industry-specific solutions that often could not be developed within one operating division alone. In the Automotive Industry Team, for example, we work together with customers to find solutions for the mobility of the future. The team comprises representatives from divisions that supply products to the automotive industry, as well as experts from research and development and from the regions.

The closer alignment of our business to customers’ needs is an important component of our “We create chemistry” strategy. Therefore, we aim to enhance our industry orientation both systematically and structurally in the future, as well.