Business Project with ASTOR: International Growth Strategy for Educational Robotics

From Classroom to GlobalGrowth Consultant

Business Projects are systematically embedded in the curriculum at CBS. Students don’t work on fictional case studies – they tackle genuine challenges from companies and develop well-founded strategies that hold up in real business environments.

During the Summer Semester 2026, four teams from the BSc Finance and Management programme took on a strategic growth assignment for ASTOR – Technology Meets People. The task: develop an international market expansion strategy for Astorino, an innovative educational robotics solution created by ASTOR in collaboration with Kawasaki Robotics.Over the course of March to June 2026, the teams developed conceptual and actionable recommendations for expansion into North American and European markets.

Taking Astorino Global – A Strategic Challenge

The brief was clear: identify growth opportunities for Astorino, develop market entry strategies, and deliver concrete recommendations for a scalable international expansion. The task demanded analytical depth, entrepreneurial thinking, and a strong understanding of international markets and educational ecosystems.

The teams worked across five strategic work streams:

• ‍Market Selection & Expansion Strategy: researching North American and European markets to identify high-potential growth opportunities and target regions for Astorino
• ‍Customer Segmentation: analysing key customer groups and refining Astorino’s value proposition for international markets‍
• Strategic Partnerships: identifying potential distributors, educational institutions, and industry partners to support market entry and growth
• ‍Sales & Marketing Strategy: developing recommendations to optimise the sales process, increase brand visibility, and improve customer acquisition‍
• International Growth Roadmap: creating a structured market entry strategy with prioritised action steps and implementation guidance

As part o  fthe project, the teams visited BTI Neuss, gaining firsthand insight into industrial automation, robotics applications, and technical training environments. Engaging with Fiona Richter from Kawasaki Robotics and the BTI leadership team added valuable practical context that informed the teams’ strategic analyses and final recommendations throughout the project.

The outcome was a set of practical, innovative, and actionable recommendations giving ASTOR and the Astorino team a well-founded starting point for their international growth journey.

A Consulting Presentation in Front of the CEO

At the close of the project, all four teams presented their findings in a professional consulting-style session on the CBS campus. Jaroslaw Gracel, CEO of ASTOR, attended in person,while other members of the ASTOR team joined remotely. Under the academic supervision of Prof. Dr. Markus Raueiser and Prof. Zmuda, the teams walked through their market research, strategic scenarios, and growth recommendations for Astorino, followed by an open discussion and feedback session with company representatives.

This realistic consulting situation trains students to defend their reasoning,respond to questions, and engage in strategic discussions at eye level. The presentation was extremely well received by ASTOR – the CEO subsequently recorded a video statement highlighting the value of the team’s work and the quality of the proposed market expansion strategies.

Academic Supervision and Close Collaboration

The project was supervised by Prof. Dr. Markus Raueiser and Prof. Zmuda, whose academic guidance ensured the analytical rigour and strategic quality of the final recommendations.

Special thanks go to ASTOR and Jaroslaw Gracel, CEO, as well as all those involved –including the team at BTI Neuss and Fiona Richter from Kawasaki Robotics – for the trusted and enriching collaboration.

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Real-World BusinessExperience Embedded in the Curriculum

The Business Project with ASTOR exemplifies the practice-integrated study concept at CBS. It enables students to learn through real-world experience.

Across our business programmes, the integration of real-world business practice is systematically embedded through:‍

1. ‍Business Projects with real strategic and operational challenges from partner companies‍
2. Regular Guest Lectures from executives and industry experts‍
3. Conventions providing space for interdisciplinary learning and hands-on leadership experience‍
4. Case Studies and Simulation Games to tackle typical business problems
5. ‍Mandatory internships to apply academic knowledge in a corporate context‍
6. Dual study formats with continuous integration into business structures
7. A network of more than 1,300 partner companies across industries

This structured integration enables students not only to analyse business challenges analytically, but to develop well-founded decisions under real market conditions.

Anyone who chooses to study at CBS not only receives a scientifically grounded education but also gains the opportunity to build confidence in a professional environment at an early stage, within a team, in a company, and in front of decision-makers.

Projects like this one underline CBS’s commitment to bridging business and academia and preparing students for leadership roles in a globalised and sustainability-driven economy.

Conclusion: International Strategy with Real Business Impact

The Business Project with ASTOR demonstrates how BSc Finance and Management students can independently analyse complex international growth challenges,think through them strategically, and translate their findings into actionable recommendations.

Working with an international technology company gave students real-world experience, direct company contacts at leadership level, and a deeper understanding of strategic decision-making in a global context.

At CBS,practice is not an add-on – it is an integral part of the curriculum.