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Page | 1
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...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Testing the Waters in a Sea of Compl...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Playing Catch-Up with Competitors
Ke...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Quants and Quals
Key Business Challe...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Researching the Nitty Gritty
The Ful...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Turning Insight into Action
Key Busi...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Whatever It Takes
The Fuld Review
De...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Think a similar solution could
work ...
GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
NORTH
AMERICA
Global US Headquarters...
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Growing Market Share for a PC Maker's Potentially Lucrative Product Line

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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.

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

  1. 1. Page | 1 Growing Market Share for a PC Maker’s Potentially Lucrative Product Line CASE STUDY
  2. 2. 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
  3. 3. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM 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
  4. 4. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM 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.
  5. 5. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM 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.
  6. 6. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM 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
  7. 7. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM 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.
  8. 8. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM 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.
  9. 9. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM Think a similar solution could work for your organization? CONTACT US fuld.com/solutions
  10. 10. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM NORTH AMERICA Global US Headquarters 131 Oliver Street , 3rd Floor | Boston, MA 02110 | USA |  +1 617 492 5900 EUROPE London: 20 Conduit Street | London W1S 2XW | United Kingdom |  +44 (0) 7659 6999 ASIA PACIFIC Manila: 3402 One Corporate Centre | Julia Vargas cor. Meralco Ave. | Ortigas Center, Pasig City | Philippines |  +63 (0) 706 3292 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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