Who’s coming on board?
Market analysis to gain customers (B2B insights) for a worldwide leading automobile merchant
The customer
Our client is one of the worldwide leading automobile vendors in four technological concentrations, like electronics and mechatronics and creates international trends in their business field. As a development partner for the automobile industry and a reliable partner in the aftermarket, the company counts on the proximity to its customers worldwide and is represented at 130 locations.
The project: Customer relationship management and customer gaining concept; Justification of the current strategic alignment on the basis of a market analysis (B2B insights)
Generation of a valid base of information for a successful positioning of sales and the brand in the international competitive environment with decision patterns and general demand profiles from B2B customers.
The task
In addition to the development and delivery of automobile parts to automobile producers, under the brand deliveries are also made to project-oriented customer groups like land and earthmoving machines or system integrators like fleet operators, wholesalers and free workshops. These target groups should now be developed internationally by customers. For this, the relevant operator for the cooperation was to be conveyed from these potential customers.
2hm & Associates intensively analyzed the following operators:
- organization of decisions
- shopping and purchase behaviors
- evaluation and selection of vendors and also
- importance of vendor brand
The realization
The total project was carried out within a short period of time through a personal survey of more than 250 people in the five different target groups and in four countries (Germany, Italy, Great Britain and USA).
Here the challenge was to get the respective decision maker for the vendor relationship (purchasing, project leader and developer or also manager) for the survey within a short period of time.
A contextual analysis of the conversations and the partially quantitative interview module and presentation of results
The result
For every target group, the crucial parameters for a successful vendor relationship could be achieved. For the implementation of a new market entry from our customers by the specific target groups, the dominant operators could be shown with the findings from the inspection.
Marketing and sales implemented the recommendations that had strategic importance for market cultivation.