Case Study 2
Technology vendor provider market assessment

Technology vendor provider market assessment

The Issue

A global manufacturer of precision components needed to assess the strength of its brand in China, while quantifying the potential for its advanced products and services in several specific verticals, including mobile phones and other consumer communications devices.

The Response

Intercedent engaged in a primary research project in which more than 30 direct purchasers of its components and systems were interviewed, along with a similar number of the ‘customer’s customers’ (end users of machines dependent on the client’s components) across key verticals. In addition to purchasing and production volume, folded into a market forecasting model, the technological, financial and relationship drivers behind component purchasing were evaluated and ranked. The brand, product and service preferences of both the client’s customers and the ultimate end users were gathered, analyzed and compared.

The Result

Intercedent and its client determined that an aggressive campaign to educate the ‘customer’s customers’ was needed to improve the company’s sales performance with its own customers. Specifically, end users—keen on new technology and post-sales services—would be trained in the usage of electronic components and made aware of the client’s professional service offers. Key accounts and approaches were identified for this campaign as a result of Intercedent’s analysis.