ä¦á¢ìøó¢îä±êêô
¡¡casestudy2:enhancingmarketshare
¡¡¡¡situation:agloballeaderinthebeverageindustrylookedtoenhanceitssharepositioninseveralkeyasianmarkets.thecompanywasparticularlyfrustratedwithadisparitybetweenthehighpercentageofconsumerswhoclaimedthattheyintendedtobuytheirsoftdrinksandtheactualnumberthatdid.
¡¡¡¡monitorseffort:monitorgroupleadersbroughttogetherresourcesfromtheactioncompany,market2customeranddecisionarchitectstodiagnosetheproblemandcreatetoolsthatwouldultimatelyassistintheformulationofactionplansfortheclient.
¡¡¡¡actioncompanyconsultantsreviewedtheclient'sexistingdistributioncapabilities,marketingeffortsandcompetitiveposition.theyfoundthatwhilemarketingmanagerscloselymonitoredtheneedsofcustomers,theneedsofthesaleschannelwerelesswellunderstood.
¡¡¡¡market2customerdesignedandexecutedamarketresearchstudywhichcreatedaneeds-basedsegmentationforeachchannel.aspartofthiswork,m2cdidastatisticalanalysiswhichallowedtheclienttomaketradeoffsbetweenpricing,productmix,andservicelevels.
¡¡¡¡usingprimaryresearchgeneratedbymarket2customer,decisionarchitectsbuiltadynamicmarketsimulationmodelwhichallowedtheclienttotestthefinancialimpactofvariouspricing,productanddistributionoptions.
¡¡¡¡result:shiftinmanagementthinking:theclient'smanagementteambegantorealizetheimportanceofmarketingtothesaleschannel,ourworkledtotheformulationofmarketingstrategiesbychannelsegmentwhich,inturn,ledtomoreeffectiveutilizationofmarketingresources.
¡¡¡¡developmentofmethodologiesforassessingchannelneeds:themodelcreatedbydecisionarchitectsprovidedalastingmechanismbywhichmanagerswereabletoevaluatetheeffectivenessofsalesandmarketinginitiativescontinually.
¡¡¡¡increasedvolume:changestochannelservicelevels,pricing,andproductmixresultedinasmuchas30percentincreasesinvolumegrowthwithin12months.
¡¡¡¡casestudy3:achievingdifferentiation
¡¡¡¡situation:aleadingchemicalcompany,concernedthatitscostleadershippositionwaserodingduetotheentryoflowercostplayerswithnewertechnology,discoveredthatitcouldregainacompetitiveadvantagebyprovidingdifferentiatedservicelevelstodistinctcustomersegments,andbyreconfiguringitssupplychaintoimproveservicelevels.
¡¡¡¡monitorseffort:monitorgroupleadersrecognizedthatthechemicalcompanylackedcriticalknowledgeofservicelevelcostsanddidnothaveasufficientvisionforquicklyandefficientlyreconfiguringitssupplychain.
¡¡¡¡monitorgroupleaderssoughttheparticipationofdecisionarchitectstodevel
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