A leading producer of high performance packaging materials marketed a range of products for the electronics and medical markets. These products were recognized for their technical superiority and value, but were soon copied by competitors. The business needed to decide which applications and market sectors offered the best opportunity for growth, profit and sustained competitive advantage.
Market Edge designed and led a range of research projects to
- Improve understanding of the target applications and customers
- Segment existing and potential customers in each application using a combination of behavioral and purchasing criteria
- Prioritize target segments and develop appropriate positioning and commercial approaches
The business doubled its profits in key priority segments during the next three years and attained a 40% reduction in the cost to serve non-priority segments. A sustainable competitive advantage was achieved through a combination of technical and marketing capability.