Case study

Go-to-market strategy for an appliance manufacturer

Situation

An appliance manufacturer engaged a consultant to help it become a top-tier player in a region’s white goods market. Delivery Partners conducted market and category analysis.

Our work

Channel analysis:

  • Market structure / segments, dynamics and trends
  • Buying behavior and service requirements by segment
  • Channel economics (by segment)
  • Competitive positioning and strategies by segment
  • Market penetration options

Logistics options for serving the channels:

  • Economics / value chain analysis
  • Make / lease / buy / partner options

Product strategy:

  • Analysis of product assortment (categories, SKUs, pricing, features)
  • Hypotheses regarding competitive positioning / brand value proposition

Results

  • Segmented pragmatic understanding of the market including relevant elements of channels, distributors, consumers and competitors
  • Focused Value Propositions for the most attractive market segments that best align with current and potential capabilities, and with desired competitive positioning
  • Product assortment and branding strategies based on consumer and market needs, and selected channel strategies