Project Experience

Wins and Losses in the Cable Market

Client Situation
Our client, developer of a key component for cable and broadcast companies, sought to better understand a fast growing competitor from both a strategic and tactical perspective. Our client believed that the competitor was a fairly small organization, but it was winning major deals against larger competitors, including the client.

Fuld Approach
Fuld & Company was commissioned to research the organizational structure and management philosophy to provide a strategic viewpoint. In addition, the sales and marketing tactics were analyzed to understand exactly how the company presented its capabilities and messages to prospective clients.

Benefits and Implications
From our research, our client learned that the competitor send its few seasoned executives to close business around the world and that some of its marketing messages could be easily countered. The implication was that the competitor would have difficulty delivering on the executives' promises once the deal was won. The client began to raise this issue more strongly in competitive situations and as a result, won more business. For more information on wins and losses in the cable market, please contactMark Chodnowsky at mchodnowsky@fuld.com