Whole business stratgey
Defining whole business strategy through a new customer & market segmentation model
Background
£1bn B2B products and services business with 14,000 customers
Problem/Opportunity
Having grown consistently through mergers and acquisitions, successfully completed the integration process and achieved market leadership the business needed to achieve organic market share growth as well as securing a significant share of new market opportunities.
Solutions
A strategic workshop with executive board, senior management and high potential managers was held which identified the key opportunities, ideas and gaps.
A new segmentation model was developed to enable the business to focus initiatives and resources on the highest potential segments and define low cost strategies for the low potential /margin segments. Each segment was fully profiled based on their actual transactional behaviour and value to the business and their potential value.
A full specification for a complex web based business information system solution was completed to enable the business to track, monitor and report on customer segments, sales teams, marketing campaigns and product groups as well as to manage email campaigns and surveys.
The business information system was developed drawing in 1 million lines of data a day from the existing management system, presenting a wide menu of analysis and reports to deliver unparralled insight into customers, business performance and the market itself.
Results
By focusing resources and activities into the high potential segments, the business successfully gained share from competitors and gained a high level of agility to capitalise on changes in a fast moving market.