Case Studies
Pricing and Corporate Positioning
Objective:
Our client is one of Europe's leading manufacturers of storage systems for every type of organisation. The storage systems are pallet racking and shelving and storage.
Methodology:
Step 1 - Questionnaire
A pilot survey of exploratory in-depth interviews was undertaken with pallet racking and shelving customers to unearth issues that could be incorporated into the main quantitative survey. Following the findings from these exploratory interviews a telephone questionnaire was developed amongst some 200 pallet racking and shelving customers and potential customers of our client.
Fieldwork:
The fieldwork was conducted over a 3 week period amongst a sample of 200 customers. Each interview took on average 10.5 minutes to complete. The interviews comprised mainly closed questions, but with some open-ended questions also based on the findings of the pilot survey.
Findings:
- The survey revealed very positive findings concerning awareness and the leadership position of our client in the UK, less so in Europe.
- The performance rating that customers gave our client were good, but not what could be considered as uniformly excellent.
- There was some clear evidence that our client's customers have an issue with perceived value for money.
- A gap analysis showed that some other key areas needed addressing, e.g. meeting installation deadlines, the skill of installation teams and after sales support.
- The research is being used as a benchmark for tracking customer perceptions
