Case Study: Water Treatment Chemicals Customer Analysis

July 3, 2014

Brief:

Our client wanted to understand their customer needs (met, and unmet) in five key verticals including Extraction/Mining, Refining, Chemical, Municipal, and Food & Beverage. They also wanted high level analysis of key competitors.

Emerging Strategy’s Solution:

Using a combination of contacts provided by the client, as well as a number of additional contacts identified by our team, our consultants held over 100 detailed interviews regarding existing use, projected needs, feedback on existing suppliers and opinions about alternate suppliers. We gained valuable insights into purchasing criteria and processes, unmet needs, and service gaps. Besides speaking to procurement managers and business leaders, we also interviewed technical engineers, R&D managers, and quality control inspectors to learn their views on the quality and effect of the products and their thoughts on evolving technologies and product innovations they would like to see.

Result:

Our analysis enabled the client to begin the transition of moving up the value chain by becoming a “process partner” from its former position as a “commodity supplier.” We also identified potential customers, and helped the client adjust their marketing/messaging and service approach with existing customers.



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