A leading building product manufacturer sought to deepen its understanding of its installer network and assess the competitive landscape within the UK, they engaged with us for this project. The primary project objectives were to develop a detailed profile and segmentation of their current installer network and to identify geographical areas in the UK that presented opportunities amidst the competitive intensity of the market.
Client’s Strategic Needs
The client’s strategy was focused on two main fronts. First, there was a need to build a comprehensive and segmented profile of their existing installer network. This information was crucial for optimising their engagement and support strategies with these installers. Second, the client aimed to gain a thorough understanding of the competitive dynamics within the UK market, with a particular focus on identifying geographical areas that offered significant opportunities for growth and expansion.
Research Methodology and Data Collection
To achieve these objectives, an extensive data collection process was initiated. The team conducted 75 detailed telephone interviews with installers from the client’s existing customer base. These interviews were designed to gather in-depth information about the installers’ experiences, preferences, and perceptions, which would be instrumental in creating a segmented profile of the network.
Geodemographic Analysis and Competitive Assessment
Alongside the interviews, a proprietary geodemographic tool was employed to identify areas across the UK with a high density of wealthier families and larger family homes. This analysis was crucial in pinpointing regions with the greatest potential for the client’s products. Concurrently, the team conducted a thorough assessment of the competitive intensity in these areas. This involved analysing competitor networks, measuring the degree of competition, and identifying gaps in the client’s current network, particularly in areas that presented high relative opportunities.
Competitor Mapping and Strategic Insights
A key aspect of the project was the mapping of high-performing competitor installers, especially in areas identified as high opportunity. This analysis offered valuable insights into the competitive strategies and strengths of these installers, providing a benchmark for the client to measure their own network against.
Client Benefits and Outcomes
The research provided the client with a detailed profile and segmentation of their installer network, enabling them to develop targeted dealer programs. These programs were tailored to address the specific needs and characteristics of different installer segments, thereby enhancing engagement and support. Additionally, the identification of the scale of opportunity across various business regions informed the client’s business and marketing strategies, allowing for more focused and effective approaches to market penetration and expansion.
Conclusion and Future Implications
In conclusion, this comprehensive analysis not only furnished the client with a deeper understanding of their installer network and the competitive landscape but also highlighted specific areas of opportunity within the UK market. The insights gained from this project are expected to drive the client’s strategic decisions, aiding in the development of targeted initiatives for network engagement and competitive positioning. This approach is anticipated to foster growth and strengthen the client’s market presence in a highly competitive industry.