Case Studies
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Case Studies |
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Realizing Market Potential The client is a division of a Fortune 100 company. Its products included a wide range of molded plastic components and assemblies used in the aerospace, recreational products, and medical device industries. Products are sold by means of direct sales in the U.S. and through agents in foreign markets. Annual sales of the division are $10-$20 million. Component sales had been growing with little marketing effort. Nevertheless, the company held a small share of a large market despite high quality, competitive pricing, and good delivery performance. Management believed that the company was missing significant market opportunity and needed an economical means for building sales. Beta Consulting studied the current customer list to identify market segments in which the company was already participating. More than 20 segments were identified and targeted for follow up. We developed a list of nearly 1,000 potential customers in the 20 segments. This list was screened by telephone to produce a final list of 183 pre-qualified prospects. We created a data base that enabled the company to reach these prospects by means of an economical direct mail program. The key to the project was narrowing the field of possible customers to a much shorter list of highly qualified prospects. The qualified prospects on the short list became the object of the focused marketing program. |
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