Problem: Quantifying opportunity in a new market

Situation

A rapidly growing small company supplying equipment and logistics capability world-wide to the marine and military markets believed that there was an opportunity to expand into a new market sector, the Water Industry in the UK. It had insufficient time to undertake the work itself and was unsure of the size of the opportunity, whether it would be attractive and if so how to enter the market and prioritise effort.

Approach

Following a rapid assessment of the company's capabilities and strengths, work commenced to identify the potential opportunity in the Water Industry. Target customers were identified and discussions held with the key individuals to identify their issues and concerns. The size of the opportunity was quantified, the existing cost base and competitive position was established.

Result

A market entry strategy was produced, quantifying the size of the opportunity, realisable potential and likely economics. A way forward was proposed building on the contacts established and opportunities created enabling the company to expand it's business into a new market sector.

Problem: Improving sales performance

Sales of an engineered product were falling and market share was being lost. Company had a number of opportunities it was pursuing but insufficient time and limited marketing capability to address the problem.

Approach and result

Discussions were held with existing customers to ascertain their view of the product and critical requirements as well as building an understanding of the drivers influencing the market. Review was held with technical experts to understand the company's capabilities and strengths. Major issues were identified, marketing plan produced and plans developed to improve sales performance. Ownership for the product inside the company was established and communication of the product benefits revised. Support was given in implementing the improvement plan and increasing the capability of those involved.