That was the question posed by a well established tool company from Switzerland who had been trading successfully across Europe for the past 40 years who turned to PMF Marketing for help in understanding the UK market and to develop a new sales and marketing strategy for the UK market for them.

Where To Start ?

The client wanted an initial outline of how the project would be approached and  to understand what they would get at the end. PMF Marketing provided a timeline of workflow activity along with timescales, that would not only set out defining the UK market and analysing the opportunities, but would then develop an action plan, so there was something tangible at the end of the project which the client could use if an opportunity existed.

Defining The Market

PMF Marketing had a rich understanding of the routes, channels and customers in the automotive aftermarket and quickly set about mapping out the picture for the customer to develop an understanding of how big the market opportunity was and who were the big players in the market that needed to be approached. Various market data reports were used to put “scale” on the opportunity and a customer profile of each account was created.

Analysing The Opportunities

Various  business development models were then applied to identify the barriers to entry, using SWOT Analysis, Gap Analysis, Competitor Analysis and Price Benchmarking to ascertain what tactics would need to be employed to create a sales story. It was essential that there was clear identification of product USPs which would set the company apart from what already existed in the marketplace.

Some field research was then carried out to speak to potential end users about their purchasing behaviours, attitudes to the existing brands in the market and if they were open to a new brand coming into the UK. It was clear from this research that an opportunity did indeed exist to provide something “new” from a credible, quality supplier and despite some economic challenges, the market was ripe for further development.

Time For Action

Pulling all this information together in a digestible format with language barriers was not an easy task, but again PMF Marketing had experience working within the International markets, so were aware to keep the language simple. The “UK go to market plan” that was finally delivered was over 80 pages long, but was clearly structured in a way that the client could understand and could dip in and out of the different sections easily, with the executive summary, recommendations and  next steps clearly summarised.

Six months on from this exciting journey with the new client, not only was the UK go to market plan implemented, but we also helped them to open the doors to their first UK National Account with many more in the pipeline.

If you believe your business would benefit from a market audit and some fresh thinking developing a new sales and marketing strategy, contact PMF Marketing today for a free 30 minute consultation.

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Many suppliers have gone into liquidation, customers who were earmarked for growth are sat on months of stocks due to their premises being closed, new markets that were identified for development are not accessible due to travel restrictions and looking at your P&L account, you face the dilemma that your existing marketing budget cannot sustain the low level of sales you are now seeing. But where do you start and what exactly do you need to do to grow your business again ?

To help kickstart your thinking there are some simple steps you can do to help get the business fired up again.

Fail to plan, plan to fail

Now is the perfect time to review the business plans you had in place for 2020 to ensure you are set up for success in 2021. Look at your sales and marketing plans, do they need to change?

The use of simple business models like a SWOT or a DMAIC may help you to explore new ideas or new markets which are now a necessity if your home market is under stress. Do you need a strategy day with your sales teams to understand the new trading environment? Perhaps you need to conduct some research about how your customers are now buying your products, has it changed? Do you need to prioritise your business growth opportunities? do you need to look at new products to cater for a market segment that you know is now in growth, but you are not equipped to service?

Think Digital
Without doubt the crisis has accelerated the shift to digital and many of the better companies are going further, by enhancing and expanding their digital channels. They are successfully using advanced google analytics to make better and faster decisions about improvements to their website or using e-marketing to strengthen their links to customers.

Is your website representative of your business? are you regularly updating content to give visitors the information they need when they visit your website? are you actively promoting your goods and services on all possible social media channels?

Video Is King
With many of your sales team having to work remotely or talking to their customers via video conferencing, the importance of good video content is now more important than ever before.

Infomercials about your latest new products or promotions are quick and easy to make and deployed across social media or sent out as links in an email to your customer database, can provoke real customer engagement and get those phones ringing again with those sales leads coming in.

The above are just a selection of business growth solutions that are available from PMF Marketing.
If you would like to understand more how I can help your business, please call me today for a FREE 30 minute call and lets get building your business back to growth, together.

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