Synopsis: International Pump Manufacturer — OEM Market Entry Strategies for Markets in Europe – New Market Entry
Our client’s need was simple: to learn how to grow business outside their home market. While the client had operations in each major market in Europe, their share was minimal and their marketing organization fragmented from country to country. We conducted research into the buying behavior of OEMs in each country to identify the best segments for our client, based on their product capabilities and the competitive landscape. Prior to our research, OEM targeting was performed randomly, and luck had more to do with success than strategy. Research identified the highest priority markets and the programs our client had to initiate to capitalize on these opportunities.