Case Studies
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Case Studies |
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Selling Imported Technical Products The client is a Japanese manufacturer of electro-optical devices for the motion control industry. Products are sold through a U.S. office. Sales are about $30 million. After initial success in the U.S. market, sales had begun to decline. The Tokyo based management team wanted to turn the U.S. business around. Beta Consulting thoroughly researched the U.S. motion control market, identifying and analyzing U.S., Far East, and European competitors and their products. Detailed information was provided regarding market and technical trends as well as emerging technologies and developing market needs. We prepared a comprehensive summary of the market structure including all corporate affiliations, joint ventures, and merger activity. Interviews with key customers revealed that inadequate attention was being paid to the technical requirements of U.S. customers. Domestic and European vendors were doing a much better job in providing the exact products the customers needed. We created a long term market development plan that recognized the characteristics and needs of the U.S. market. The plan encompassed both the client's U.S. operation and the required home office technical, manufacturing, and commercial support. The Japan-based management team needed an objective inside look at the U.S. motion control market. Japanese nationals, assigned to the U.S. on a rotating basis, were unable to provide this insight and lacked the ability to influence headquarter's decision-making. |
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