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Construction Market only a Niche |
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A manufacturer of specialist products served a variety of engineering applications. These included the construction sector, but it was only a niche market. Salesmen had to be generalists, dealing with many different customer types.
Construction represented an opportunity but there was not the industry knowledge within the company to develop it effectively.
Solution Competitive Advantage was able to use its specialist skills and experience to propose a plan to develop the market. To minimise costs the consultancy worked as mentor with a recently appointed marketing executive within the company. In this way much of the basic research required to evaluate the company’s strengths, weaknesses and opportunities was conducted in-house. The project identified the principal opportunities and developed an implementation programme.
Benefits A programme to develop the construction sector was implemented, with in-house ownership of the project. Cost of consultancy was minimised and skills were transferred to the company's own staff. © Competitive Advantage Consultancy Ltd For more information see: Building Products Marketing
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