Project Experience

Exactly Why was this Competitor Gaining Market Share? An Analysis of Wins and Losses

Client Situation
Technology companies constantly watch for new competitors. In this case, our client, a manufacturer of desktop products, became very concerned about the market share gains of an aggressive direct sales competitor.

Fuld Approach
Fuld & Company interviewed CIOs, MIS personnel, and purchasing managers from enterprises that had considered purchasing product from both the client and its chief rival. The interviews covered a representative cross-section of industries, geography regions, and size of organization (by number of employees).

Benefits and Implications
Fuld & Company analyzed the selection criteria and sales tactics to determine clear distinctions between our client and its competitor. Armed with this knowledge, our client revised its marketing messages and revamped its advertising to appeal to the rival's buyer profile. . For more information, contactMark Chodnowsky at mchodnowsky@fuld.com