Situation:
Globally, public electric utilities and wastewater management plants utilize complex engineered hardware and software systems to manage input and output processes, for example allocating coal, oil or natural gas to generate optimum amounts electrical power. Markets tend to be regional in nature, supported by global companies with offices or headquarters in Europe, Asia-Pacific and the Americas. The Client required a strategic plan to target regions and potential customers with multiple services and brands.
Objectives:
- Profile internal and external customers and target market segments in order to focus resources including technologies, services and sales teams
- Develop strategies for each target segment and match brands/products with segments
- Develop aligned positioning, integrated marketing communications, product development and channel strategies
Approach:
Develop corporate strategies supported by functional strategies for multiple brands and product lines. Several teams were used including teams in each world region.
Results:
The StrategyPATHS® strategic decision-making systemwas used to competitively position multiple brands in global markets. It included integrating business, product line and sales team strategies globally. A value-based strategic model was completed to determine resources required to support strategies and show expected profitability by segment, customer and brand.