Case Studies
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Case Studies |
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Combating Loss of Market Share The client is a subsidiary of a very large European multi-national food products company. The subsidiary manufactures dairy and ice cream products for the retail and institutional markets. Products are sold to supermarket chains, convenience stores, restaurants, hospitals, and schools. Specialized semi-finished products are sold to other food products manufacturers. The subsidiary has sales between $50-$75 million. The company was faced with increasing competition in its core markets. Aggressive competitors were gaining market share by means of innovative new products, price concessions, and special promotions. The company needed to change its business-as-usual approach and adopt plans and strategies to compete effectively. We analyzed each of the company's core markets to understand customer needs, competitive environment, product differentiation, pricing, and key trends. We developed a long range strategic plan for each core market. These plans were carefully integrated to form a total action oriented plan for the company. The key to success of this project was convincing management that it needed to make fundamental changes in the way that the company was doing business. It took an objective outsider to bring the key issues into sharp focus and initiate the needed changes. |
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