Channel and Customer Strategy Development Case Study

Problem:  A leading global refrigeration component manufacturer approached Beacon with a need to align its go to market strategy more closely with end-user requirements and channel dynamics in key market verticals.  Beacon’s client had identified five key vertical markets for its products, services, and solutions:

  • Food Retail
  • Food Service
  • Industrial
  • Transportation
  • Pants & Labs

Approach: Beacon worked closely with the client to clearly define the client’s internal understanding of the channel, current customers and relationships, and key elements of the value proposition the client believed would resonate with end-users.  Beacon leveraged this internal understanding as a starting point for its research.

Results: Beacon’s assessment produced a clear and detailed analysis of the client’s channel to market in each vertical, highlighting key influencers across both channel and end-user communities.  Beacon captured market stakeholders’ perspectives on priorities, unmet needs, and value drivers with respect to refrigeration equipment, and captured evolving industry trends to generate insights for our client’s business.  These findings drove development of a set of actionable cross-vertical and vertically-specific strategies and tactics focused on leveraging the client’s existing capabilities and positioning the client to better address end user needs in each vertical.