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In brief
Project examples
Creation of a new product marketing strategy for a software package vendor
Company A, a vendor of major software packages for the main operating systems of large corporations, was preparing to launch a new product for small-and-medium-size Japanese companies. Although the company had pinned its hopes on this middle market, it also understood that a customer-oriented marketing strategy was absolutely essential to participate in this crushingly competitive world. Having been asked to assist, Roland Berger first gained a handle on customers' potential system purchasing behavior and reactions to the functionality of new products through careful fact finding and survey analysis. Next we tested our hypotheses about the overall market and target customers. In addition, while analyzing the product, price and channel strategies of competitors, we developed Company A's product specification-, price-setting and other tactics. Finally, we created deployment scenarios that included recommended channel options as well as detailed schemes, and built a marketing strategy. The final proposal for the recommended channel-related strategy, which included acquisition and partnering measures, in particular, was distilled through numerous rounds of long and heated discussion with the client.
After the project, Company A established a strategy implementation structure and then announced its new product. The company is now steadily building a market position.
A growth strategy for a major SI company
Having hit its growth limits, system integrator Company B undertook M&A. However, progress was not smooth and the company fell into a state of confusion. Roland Berger was called in to assist with post-merger integration and the development of a concrete new growth strategy. Working with the client, we created a future vision entitled "Network and System Total Solution." To reflect this vision in the company's business practices, we crystallized the company's service contents and actions to be taken, incorporating front-line knowledge . At that time, we conducted an ecosystem-type analysis of the value chain based on the idea of "end-to-end" product quality assurance, and created a technical map divided according to "core skills" and "what should be outsourced." Meanwhile, we also designed key person KPI (key performance indicators), incorporating the viewpoint of network and system integration, and through persistent interaction with the related parties, arrived at a solution upon which everyone could agree.
The results of this effort are many: the company now boasts an enhanced service menu, system troubles have decreased and customer satisfaction is on the rise. Today, Company B is winning markedly more projects than in the past and is once again poised for growth.
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