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States-based leader in the manufacture and design of medical products for the orthopedic market. The Objectives The client faced mounting market challenges in the form of inferior imported product and distorted product comparison studies promoted by its competitors. As a result, the company experienced negative impacts on its brand and profitability. Pan Atlantic SMS Group was retained to evaluate: – The company's position in the market – Current and future purchasing preferences among customers – The impact of competitive tactics. The ultimate project goal was to develop high-level marketing strategies to reverse losses, improve the company's market position and profitability, and reverse the impact of distorted product comparison studies. The Process Pan Atlantic SMS Group analyzed competitors' marketing strategies and selling claims as the first step in its situation analysis. Once complete, a survey of current customers and prospective customers was executed to measure the perceived brand attributes of our client and the impact of competitive claims. Sales and distribution representatives of competitor companies as well as product end-users were surveyed blindly to identify competitors' strengths, weaknesses and future strategies. Finally, market trends were considered in relation to primary research findings, in order to develop targeted strategies that would deliver a unique selling proposition. The Outcome The client used our findings and recommendations to refine its brand positioning, competitive stance and product development plan. Significant focus was placed on the development and sales of specific products that were identified as the most interesting by customers and prospects alike. A prioritization of distribution partners was also developed, to strengthen relationships with a select few and engage in cooperative planning for sales growth. Our client has reestablished its market leader position, reversed losses and significantly increased sales revenues and margins.
We concluded the market research phase of the project by identifying the most promising and well-established channel partners for target markets. security. 2001 Strategic interviews with government market experts evaluated the government customer's requirements for technology. The Objectives Our client was interested in expanding its share of the U. as well as the geographic density of both federal and state government customers. implementation. Two new sales and support offices have been opened specifically to service the needs of this new market. The Outcome Our client has established itself as a key player in the government EAI space. having secured significant implementation contracts.CASE STUDY: Strategic Research in B2B Markets The Client This project was conducted for an international developer of business integration software that allows disparate organizations to share information in an efficient and secure way. Project objectives included: Building an understanding of product and service requirements within U.S. Two promising trends within the $17 Billion EAI market supported the client's expansion plans: The move to EAI software by both enterprise and government customers. .S. in an effort to integrate existing computer systems and maximize existing IT assets U.S. a product positioning strategy and a channel marketing strategy. Discussions regarding enhanced representation are also ongoing with two channel partners. government market for Enterprise Application Integration (EAI) software and services. purchasing and cost. government markets Identifying the most effective channel marketing strategy for government markets Leveraging existing sales relationships through the identification of the best potential Tier 2 channel partners The Process Pan Atlantic SMS Group commenced this project with in-depth strategic market research to understand key industry trends. This research allowed Pan Atlantic SMS Group to develop an accurate profile of the target customer based on the client's product offering. Government requirements for greater information sharing among agencies in the aftermath of September 11. including a recent major contract with the State of Pennsylvania.
. Discussions regarding enhanced representation are also ongoing with two channel partners. Two new sales and support offices have been opened specifically to service the needs of this new market.The Outcome Our client has established itself as a key player in the government EAI space. including a recent major contract with the State of Pennsylvania. having secured significant implementation contracts.