Case study If The MACCARIC group: a second generation takes over, in full digital transformation Created 30 years ago by the sisters Christiane and Patricia MACCARIC. the MACCARIC group is present in 5 countries and is one ofthe dynamic actors on the industrial equipment market. The presses. punching machines, laser cutters and industrial 3D printers manufactured by the group equip the production lines of automobile or aeronautical manufacturers. paper manufacturers or medical equipment manufacturers. The group's success is based on the excellence of its designs and achievements. Its customers accept to pay more than the prices of foreign competitors because they know that the operating costs will be lower. MACCARIC has long term relationships with its industrial customers and has established a trustworthy relationship with each ofthem. Last year. a strategic review was conducted. Indeed. the two sisters will progressively hand over the company to Christiane's daughter. Vronique. who recently graduated from a double degree course in data science/business. This strategic review concluded on the priority orientations for the group. including the development of digital. This orientation constitutes a transformation for the group and its teams: beyond technologies and tools. industrial digital technology leads to a rethinking of the value offered to customers and the means of delivering it. It therefore represents a new opportunity for business development and resource optimization. subject to major organizational changes. Also. because these new value propositions require expertise in new technologies. the scope of com petition is changing and new players are positioning themselves in the digital value chain of some MACCARIC activities. Finally. some industrial customers have initiated significant steps of digitization of their production processes and their expectations are oriented towards solutions mixing digital contributions and business expertise. Following this review and these conclusions. Christiane and Patricia asked veronique to prepare a development plan for the com pany arou nd digital and data. In particular. the questions that arise are: 0 How can digital and data be a lever to reduce costs or improve quality for MACCARIC? 0 Are digital offers only a differentiator that allows to sell better or more expensive equipment? 0 How could they be used as a conquest relay for new customers? . Under what conditions can these offers constitute a significant revenue stream? 0 What pricing strategy should be adopted to maximize value capture