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A 100-year-old industrial products company with a lead position in a number of geographical and vertical markets found itself beset by competitors that were successfully attacking it with different distribution and technology models. The company's sales were plateauing while its rivals achieved significant growth. The now shrinking industrial elephant knew it had to rethink what it sold, and how it sold its products worldwide.
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The Shrinking Elephant: A Century of Successful Legacy to Overcome
CASE STUDY
THE SHRINKING ELEPHANT: A CENTURY OF SUCCESSFUL LEGACY TO OVERCOME WWW.FULD.COM
The Shrinking ElephantA 100-year-old industrial products company with a lead position in a number of geographical and vertical markets found itself beset by competitors that were successfully attacking it with different distribution and technology models. The company’s sales were plateauing while its rivals achieved significant growth. After a century of market leadership, the US-based company knew its home turf and had extensive and effective distribution partners.
Company Overview
THE SHRINKING ELEPHANT: A CENTURY OF SUCCESSFUL LEGACY TO OVERCOME WWW.FULD.COM
A Century of Legacy to OvercomeKey Business Challenges
Europe, South America and Asia were a different matter. Global competitors in those regions often had a stronger presence. Customers who had been loyal to the US company were beginning to switch to new entrants, or to multi-national rivals that could leverage other assets and play the price game when necessary. New technology and service solutions introduced by rivals were beginning to command premium price points.
The now shrinking industrial elephant knew it had to rethink what it sold, and how it sold its products worldwide.
THE SHRINKING ELEPHANT: A CENTURY OF SUCCESSFUL LEGACY TO OVERCOME WWW.FULD.COM
Learning to Respond More Quickly to Changing Market Conditions
Key Business Challenges
The client asked Fuld + Company to help it understand how to regain its momentum and improve its response to rapidly changing market conditions. To regain its leading position it needed to know which strategic steps made the most sense. Moreover, it wanted to understand how much change these steps might require, and how much of a financial investment the company might have to make.
THE SHRINKING ELEPHANT: A CENTURY OF SUCCESSFUL LEGACY TO OVERCOME WWW.FULD.COM
Stress Test the Portfolio Against Competitor Strategies; Find Solutions to Key Business Problems
The Fuld Approach
Fuld organized a series of war games to stress-test the existing strategy for each of the company’s product groups against its key rivals. Through this exercise we helped:
Surface global strategies among the rivals Compare the client’s current sales, marketing and operational strategies to its most
successful rivals Illuminate the client’s lack of a differentiated position in the marketplace Expose a serious service gap: the company focused its customer service investment on
machinery repair and had neglected to respond to customer demand for training and better machine informatics
THE SHRINKING ELEPHANT: A CENTURY OF SUCCESSFUL LEGACY TO OVERCOME WWW.FULD.COM
New Strategies for Marketing, Acquisition, Technology, Service and Pricing
Resulting Analysis
Then, we analyzed the output of each war game to develop a rationalized set of recommendations which included:
A more robust marketing and communications program to help differentiate the company An acquisition strategy Introduction of new technology A series of revamped service initiatives New pricing models to make it more competitive against rivals
THE SHRINKING ELEPHANT: A CENTURY OF SUCCESSFUL LEGACY TO OVERCOME WWW.FULD.COM
Think a similar solution could work for your organization?
CONTACT USfuld.com/solutions
THE SHRINKING ELEPHANT: A CENTURY OF SUCCESSFUL LEGACY TO OVERCOME WWW.FULD.COM
NORTH AMERICA
Global US Headquarters131 Oliver Street , 3rd Floor | Boston, MA 02110 | USA | +1 617 492 5900
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About Fuld + Company
WHO WE ARESince 1979, Fuld + Company has pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.
WHY CHOOSE USWe are driven to expose insights to our clients about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.
COMPETITIVE + MARKET INTELLIGENCECompetitive + Brand InsightsWar Games / Competitive SimulationsMarket Analysis, Share + SizingSupply Chain Mapping
GO-TO-MARKET STRATEGYBrand + Product Positioning / Launch SupportProduct Portfolio RoadmapNew Market Entry / SegmentationValue Chain AnalysisLife Cycle ManagementWin / Loss Bid Support
CORPORATE STRATEGIC PLANNINGEarly Warning + Scenario PlanningSales Force EffectivenessMerger/Acquisition + LicensingInnovation StrategyBusiness Model / Industry Convergence
