A global supplier of above and below-ground mine communications systems knew it’s market share could be more. It wanted to develop its market strategy and later, its sales strategy. Key to these was a segmented understanding of the addressable market.
To achieve this difference in market insight, Achieving the Difference used secondary and primary research to develop an addressable market model that went to a depth beyond that available in off-the-shelf solutions
The organisation now knows where it can increase share and has been able to redeploy its sales and marketing resources to address the most attractive opportunities. It is the process of understanding how to develop its offering to suit different market segments.