Case Studies
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Case Studies |
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Reviving a Stagnant Product Line The client is a long established manufacturer of process equipment used in the food, chemical, cosmetics, and pharmaceutical, industries. Products are sold by means of direct sales to end users and distributors. Sales are between $10-20 million. Sales had been stagnant for several years despite a general upturn in the market. Management wanted an independent evaluation of the market situation and product line as well as recommendations to restore growth. Beta Consulting focused its market research efforts on important present and former customers in key market segments. In-depth interviews were held with process engineers, R&D engineers, and manufacturing managers at each of these accounts. Competing equipment was analyzed to identify and document relative strengths and weaknesses. We evaluated quality, customer service, and sales support in relation to foreign and domestic competitors. We prepared a new marketing plan aimed at restoring growth. The plan included recommended product improvements to counter competition. Management needed an independent evaluation of the product and market situation in order to have a firm basis for corrective action. The plan provided the direction that management needed. |
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