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Heavy Equipment Market Research

05.05.16

Situation:

A leading heavy equipment manufacturer believes that it offers a line of products with quality that is far superior to that of its competition.  However, it was struggling to quantify the value associated with this quality differential from a customer’s perspective.  This client was interested in understanding how quality impacts overall product perception for a wide range of product types.

Further, this client is a global competitor and hypothesized that quality would have varying degrees of impact in each geographic market served including North America, Latin America, Europe, Middle East and Asia Pacific.

Objectives:

  • Measure current satisfaction on a product and component level
  • Identify the number of failures that occurred during the first 12 months of ownership for a specific machine serial number
  • Determine likelihood of repurchase and recommendation  
  • Identify perceived market leaders with details regarding differentiation factors

Ducker’s Approach

  • Conduct 5,000 interviews annually with end users of target machine models that purchased new machines within a given time range
  • Include client’s customers as well as end users of competitive brands
  • Collect detailed information regarding specific failures that occurred within the first 12 months of ownership
  • Regression modeling to understand the impact of specific types of failures on product satisfaction and brand loyalty

Outcome:

Ducker Worldwide prioritized product improvement initiatives based on satisfaction and loyalty impact and targeted market campaigns which leveraged competitive advantages over competitors. Ducker determined that through parts inventory planning – frequent problems with significant impact on satisfaction may require inventory increases to decrease downtime. In addition, Ducker identified that supplier performance indicator – components failing frequently may require supplier development initiatives. This lead to Dealer training initiatives developed to support dealers in quickly correcting high-risk failures.

 

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