Background
The client is a Flexible printing company serving Consumer Goods companies within a region in Europe. The company scores high on quality, lead-time, and is highly price competitive. Having to continuously invest in new technology the company has a profitability challenge and with this project aims to strategize its go-to-market efforts to ensure that the segments and clients being served are contributing to long-term growth of the business.
Our intervention
In order to fulfill our client’s requirements, a Go-To-Market strategy was developed based on three levels:
- Local Market
- Regional Market
- Western Europe Market
Firstly, as per Local market, after a depth analysis of the company’s performance within the last three years, we identified its key customers during these years and evaluated them based on the percentage of sales. During that time, we found out that they are highly dependent on a few customers and it is necessary for them to collaborate with other companies in order to not depend only in a few companies. Hereby, we have done a depth analysis of product producer companies in Kosovo, identifying them as potential customers who are attractive to our client. While our client is the only local packaging company, its competitors are mainly from Regional Countries, it has been noticed that many of companies from Kosovo order product from regional packaging companies.
Understanding the current client base
- How profitable the client is?
- Prosperity of client’s industry.
- How competitive is the client within the relevant industry?
- How competitive are we for client’s requirements and needs?
Secondly, in the Region market, we have analyzed the competition and the potential customer base that correspond to be the target for the company. To realize that we gathered information through desk research and analyzed up to 70 companies.
Thirdly, after the evaluation of the global market size of packaging based on type of packaging and based on application we also identified key trends that were shaping the industry helping us to categorize the approach that our client should have to enter international markets. After that, regarding the Western European market, +40 companies considered as potential partners.
Partner evaluation dimensions
- Client Prosperity
- Product Alignment
- Market Linkage Potential
results
One year after competition of the assignment, the client had a tool to evaluate the profitability from each current and potential client (considering internal and market factors). Based on this tool the client had increased its share for strategic accounts, stopped serving non-performing clients and improved its bottom line.