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CASE 1: SYNTHETIC LUBRICANTS
Client Context
A US manufacturer of specialized synthetic lubricants wanted to expand its sales in Europe, and to understand better what segments and strategies it needed to address to attain that goal.
Action
MSA conducted a complete market audit including a SWOT analysis of its existing distribution structure, research into new applications for synthetic versus conventional lubricants, together with a focused competitive analysis of the client’s main German competitor. It then prepared and delivered a comprehensive action plan for the client.
Results
The client reorganized its dealer network, with a goal of better penetration of key application areas – especially automotive and aerospace. Renault and Peugeot, and the Tier 1 and 2 suppliers serving them, were targeted as major new market opportunities. It changed its management structure to provide enhanced application and market specific support and increased European sales by 15 percent in the first 12 months alone.
CASE 2: HI-RESOLUTION GRAPHIC IMAGING
Client context
A US manufacturer of imaging products for the printing and publishing industry wanted a objective ‘third party’ understanding of the changes in the European market place, especially the factors driving customer demands, and thus recommendations on the optimum market positioning of both current and planned future products.
Action
MSA focused on 4 key markets and conducted in-depth research, including personal interviews with key players, existing customers and a wide spectrum of dealers and distributors
Results
Based on MSA recommendations the client developed a totally new channel based on the Web and direct customer support to sell its older line. This allowed a significant reduction in costs, and thus a preservation of margins in a market that was rapidly moving toward commoditization of traditional products. Newer innovative products were launched successfully through different channels based around partnering arrangements with manufacturers and suppliers of consumable products including Kodak and AGFA. Net result: a decline in sales revenue was halted and profit margins improved.
CASE 3: MEDICAL DEVICES
Client Context
A spin-off from other research produced a number of prototypes of a product that could potentially assist the elderly and others with balance problems in avoiding falls. Was there a market for such a product? And how should it be positioned and marketed?
Action
MSA rapidly surveyed a spectrum of organizations and individuals involved in fall prevention including doctors, therapists, and nursing home operators as well as generating possible user opinion via on-line support groups and chat rooms.
Results
MSA recommended a complete change of focus from that initially suggested by the company founders. The research was incorporated into a revised business plan, and formed the basis for a successful presentation to sources of venture funding. The project is on-going with MSA retaining an active relationship with the principals as the start up phase gathers momentum.
CASE 4: CYCLE/SPORTS HELMETS
Client Context
A US supplier of an innovatory cycle/sports helmet felt the product had potential in both the UK and Europe and needed to understand the market in greater detail and then where and how best to launch the product.
Action
Using a combination of desk research and in-depth interviews, MSA carried out an initial assessment of the potential for the product in the main European markets, which resulted in the UK being chosen as the launch country.
Results
Acting as a hands-on marketing team, MSA established a presence in the UK market for the client and advised on pricing, promotion, packaging and distribution. They then actively sold the product into the market, which resulted in successfully establishing long-term relationships with major retailers such Halfords and Decathlon. |
