ANALYZING YOUR TARGETED MARKET


AFRICA: Information contributes to save 30% of a divisional tunover

Information is one of the bedrock of Growth. Perception is definitely not. We set up for this high tech company a blast per blast analysis based on 95 objective criteria, tracking each operation from 2003 to 2007. This invaluable data base fed the continuous improvement process of this company and significantly contributes to the constant adaptation of its product to the real customer needs and requirement.

As an example, in 2006, we have been able to track and react to make 7 major customers switch from “fully unsatisfied” to “fully satisfied” status. They were representing 30% of the division turnover.

The potential threat was even larger. Literature says that 1 unsatisfied customer talks to 10 people. For 1 customer complaining, 26 will not complain but 46% of unsatisfied customers, complaining or not, turn to competition.

MORROCCO: Market insight acknowledeged to be an asset in M&A context

A two years continuous market investigation and networking action have been conducted from 2000 to 2002. It has been allowing a small supplier to rank in the Moroccan Kingdom mining supplier list. A dense network has been set up, starting from scratch. Every steps of this complex operation was based on a clear strategy and supported by adequate tactics.

Based on this ranking and on the set up network, the company was able to sign its first contract in Morocco with a nationally owned phosphate leader. This contract was representing 80% of the export revenues of the year for this company.

When a major listed group took over this small company in 2003, it has been acknowledged that this successful business development operation was a strong valuable asset.