A global manufacturer of capital-intensive, highly engineered industrial equipment was seeking to re-enter the Canadian market and to better understand its customers’ needs, what is required to win in the marketplace, and how its products and services are currently perceived in the marketplace.
PMI conducted one-on-one interviews via phone with current customers, potential customers, and regional partners and distributors.
The criteria needed for a vendor to win an order in this market were identified, defined, and prioritized. This ‘ideal state’ was laid out, and then recommendations were offered centered around the people, places, and processes required to win in this competitive market. Other findings included generating feedback on the company’s reputation and how potential customers perceive the company as a brand. Competitive intelligence was also collected, and several companies that serve the same market – but are not direct competitors – were identified as having best-in-class products and service, which the client will use as benchmarks going forward.