Development of solutions to meet market requirements.
Business Challenge
The UK based Telecoms organisation wished to evaluate the impact of their sales and marketing initiatives on the European market. It was immediately apparent the client had no strategy for identifying the most appropriate target markets and had not matched their capability and propositions to the market needs. This had resulted in disappointing sales results for the year.
Solution
A multistage approach was adopted to identify the bandwidth requirements of the UK and German markets (as the 2 European markets with the largest potential). 500 interviews were completed by phone in the UK and Germany and requirements were matched to the client capability, enabling new products and propositions to be developed. A second stage of telephone interviews and focus groups were completed to identify the decision processes, the awareness and opinions of the client, the optimum methods of communicating with decision makers and the competitive environment.
Results
The findings enabled the client to change from a solution to a marketing led approach, focus on a defined target market, change their product portfolio to solutions that were required, establish a differentiated market position, develop a new (and more direct) communications strategy and introduce more appropriate routes to market. The introduction of a clear vision also enabled the various functions to work in the same direction.
