In order to exploit existing market potential, we have developed a sales strategy for a stainless-steel manufacturer and derived a plan of action for operative market development.
Initial situation and objectives
- The business unit of a stainless-steel manufacturer uses its components business insufficiently to exploit the existing market potential
- Therefore, the market exploitation must be significantly increased by the processing of new market segments within a period of 3 years
Approach
- Structured market / customer analysis of current market segments and ABC analysis of current sales by region, market segments (technologies, applications), target groups and business types (components, sub-systems, system solutions)
- Identification and analysis of sales potential of existing customers and order-loss analysis
- Change of project focus on market exploitation of existing customers and prioritization of target groups and individual customers
- Development of a sales strategy and derivation of a plan of action for the operative marketing
Results
- Clear prioritization of market segments, target groups and individual customers
- Sales action plan for market development has been developed
- Sales has intensified customer contacts with Prio-A customers