A mid-market office furniture manufacturer wanted to conduct a thorough review of their marketing and sales strategy in order to reach their revenue goal.
The company engaged Griffioen Consulting for this project based on our experience in marketing strategy development and the proposed approach.
The project involved a review of historic data and trends on the office furniture industry, markets, and company information on sales, and product lines. In-depth discussions were carried out with market managers, sales reps, and dealers. Progress reports were provided during weekly conference calls with marketing executives.
After a thorough review and analysis of company data, market intelligence, and the input from the interviews, recommendations were made on a number of topics, such as target markets, products, marketing message, differentiation and positioning, sales rep and dealer organization, showroom strategy, and marketing collateral, to name a few.
The recommendations were well received by the marketing team. Unfortunately, the recommendations were not implemented due to a management reorganization shortly after the presentation of the final report. Recently, the furniture manufacturer was acquired by a global company providing diversified business solutions.Back to Case Studies