CASE STUDY: Strategic Marketing & Business Consulting

• The Client

This project was conducted for a Middle Atlantic States-based leader in the manufacture and design of medical products for the orthopedic market.

• The Objectives

The client faced mounting market challenges in the form of inferior imported product and distorted product comparison studies promoted by its competitors. As a result, the company experienced negative impacts on its brand and profitability. Pan Atlantic SMS Group was retained to evaluate:

– The company's position in the market

– Current and future purchasing preferences among customers

– The impact of competitive tactics.

The ultimate project goal was to develop high-level marketing strategies to reverse losses, improve the company's market position and profitability, and reverse the impact of distorted product comparison studies.

• The Process

Pan Atlantic SMS Group analyzed competitors' marketing strategies and selling claims as the first step in its situation analysis. Once complete, a survey of current customers and prospective customers was executed to measure the perceived brand attributes of our client and the impact of competitive claims. Sales and distribution representatives of competitor companies as well as product end-users were surveyed blindly to identify competitors' strengths, weaknesses and future strategies. Finally, market trends were considered in relation to primary research findings, in order to develop targeted strategies that would deliver a unique selling proposition.

• The Outcome

The client used our findings and recommendations to refine its brand positioning, competitive stance and product development plan. Significant focus was placed on the development and sales of specific products that were identified as the most interesting by customers and prospects alike. A prioritization of distribution partners was also developed, to strengthen relationships with a select few and engage in cooperative planning for sales growth.

Our client has reestablished its market leader position, reversed losses and significantly increased sales revenues and margins.

>>Learn more about our strategic marketing & business consulting process