Growing Market Share for a PC Maker's Potentially Lucrative Product Line

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Growing Market Share for a PC Maker’s Potentially Lucrative Product Line

CASE STUDY

GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM

Why Choose Fuld

Fuld + Company knows our good qualities and our warts, and I feel they’re a part of our team. They really did a great job of remaining very flexible with us, especially when we threw them a couple of curve balls during the project. My work with them over the past year has been the most positive experience that I've had in working with any outside company. Going forward our preferred partner is Fuld.

− Marketing Director from the company

Client Testimonial

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Testing the Waters in a Sea of Complexity

A leading PC maker saw an opportunity to increase its share of the $1 billion global market for peripherals – including everything from carrying cases to storage devices to new products emerging around tablets and mobile phones. To understand the trends and business relationships driving growth across key market and customer segments in select global regions, they turned to Fuld + Company for a series of assignments. As a result, they were able to align high market opportunity areas for increased market focus to support top line growth. Armed with an understanding of the dynamics of customer segments, routes to market, new top growth peripheral categories, and channel perspectives, they were able – with additional assistance from Fuld – to launch a pilot project with top-tier distributors.

Case Overview



Playing Catch-Up with Competitors Key Business Challenges

Facing weak demand in the PC market, the company was looking for avenues of potential growth. Seeing other vendors prospering in the peripherals market, they realized that they might be leaving significant money on the table by failing to expand their peripherals line and aggressively pursue additional customers outside the enterprise segment.



Quants and Quals Key Business Challenges

A quantitative study of the global market had demonstrated the substantial size of the opportunity. But the company lacked a qualitative understanding – what sells in what channels and why, what distributors want and expect from vendors, and how to succeed with specific customer segments, especially small-to-medium businesses (SMBs). Without that knowledge the business unit would be unable to make the business case for proceeding or to prioritize investments and confidently devise a pilot program to test strategy.



Researching the Nitty Gritty The Fuld Approach

Through primary qualitative research, including 100 in-depth interviews in major and emerging markets around the world, Fuld + Company was able to:

Identify the trends and drivers in those geographical markets and top market opportunity areas for peripheral extensions

Determine how the company’s value proposition was viewed by different channel segments and the unique needs of each, including end users, DRCs, and distributors

Understand the behavior and expectations of different customer segments, including consumers, SMBs, and enterprise customers

Make actionable recommendations – by geographical markets, channels, and customer segments – about products, pricing and promotions, packaging, sales training, sales incentives, and distributor partnerships



Turning Insight into Action Key Business Impact

With the roadmap to the market that Fuld’s work yielded, the company was able to design a pilot project with top-tier distributors to test the strategy. In addition, Fuld + Company helped refine the playbook for the pilot and it was launched just several months after the initial project concluded.



Whatever It Takes The Fuld Review

Delivering fine-grained understanding of markets, channels, and customers around the world that the client can put to work rapidly presents complex challenges. Success requires a global footprint, knowledge of the industry, knowledge of sales and marketing, and experience turning insights into workable strategies – all of which Fuld + Company brought to this work. Just as importantly, we collaborated closely with the client throughout, sharing insights and zeroing in on the ultimate goal – launching a winning move in the market.



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About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

COMPETITIVE + MARKET INTELLIGENCE

Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

Supply Chain Mapping

GO-TO-MARKET STRATEGY

Brand + Product Positioning / Launch Support

Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

Win / Loss Bid Support

CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

Merger/Acquisition + Licensing

Innovation Strategy

Business Model / Industry Convergence



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Growing Market Share for a PC Maker's Potentially Lucrative Product Line

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