For many decades, this traditional, medium-sized brand was considered the leader in the TV furniture market. However, after a difficult succession process, the company lost sight of the market – sales were stagnant, competitors expanded their position in the retail sector, and market share plummeted. The company’s bank hired a leading restructuring consultancy to analyze how the company could move forward. The key question was: Is there still room for this family business, or is the competition so far ahead that it is too hard to catch up?
The company worked together with a restructuring consultant. Potentially attractive product and customer segments were identified based on interviews with employees and existing customers. Neutrum AI Targeter was deployed to evaluate the market position and strategy of competitors for certain market segments. This entailed a precise analysis of the brand’s presence in retail and media, demand for the brands and products through web searches (search engines), social media, and the competitors websites. Customer satisfaction was analyzed based on reviews and forums, the sales channel mix, and marketing budgets. This enabled the assessment of the competitive position in each segment. For areas where there were real opportunities against the competition, demand and its development were determined with Neutrum Market Check . The potential of the various product and market segments could thus be calculated – and the company’s future prospects can be now forecast with a high degree of probability.
The analysis with Neutrum has led to a radical focus on high-potential products within the portfolio and a partial reorientation of customer target groups. Based on market and competitive data, plausible comeback opportunities in the market can be assessed. With the help of the company’s bank, a buyer was found for the company, at favorable terms. the future of the furniture manufacturer was thus secured.
German