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GROWTH & STRATEGY
Manufacturing & Industrial
Identifying Blue Oceans in a cut throat market
The Challenge
The client is a market challenger in PPE manufacturing. Their growth had stagnated due to extensive focus on one industry and were exposed to cyclical ups and downs.
In addition, they faced severe competition:
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Local vendors would offer much cheaper price points to clients
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MNCs would offer deep discounting to gain market share
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In many cases, sales relationships were with dealers and not the end-customers
Our cash-cow business is under pressure due to higher competitive intensity. Our sales leaders need to redraw the sales strategy that goes beyond first-level customers (dealers) to end-users. We need to review our value proposition to end-users and look for opportunities to gain competitive advantage.
The Approach
Review and map out the value expectations from clients and their pain points
Help redraw the company’s focus areas – identifying where they should spend more time and where they could manage with limited focus
Draw analogies and learnings from other industries to adapt to their business environment
Redraw boundaries of client engagement and deliver significantly higher value
Create an approach that directly addresses top client needs using an emergent strategy map
The Impact
Created a shift in perspective from hard selling a product to offering solutions that services client needs.
Sales team was able to break the barrier to thinking differently and developed a “as-a-Service solution” rather than offer discounts to capture market share.
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