Route to market strategy redesign

Determine the size of the market and how to increase market share

Although this commercial products company was the market share leader in the US with a highly recognized brand name, its market share of the $400 million Chinese market was just 2%. The company, with sales and marketing offices in Hong Kong, did not fully understand the best routes to market or the best distributors for its products within mainland China. Management wanted an independent assessment and Alaris was hired to conduct a thorough analysis of the current state and devised alternate strategies to capture the market. Alaris led these efforts and:

Interviewed customers, dealers, distributors, and competitors across seven segments to
Assessed the current route-to-market by segment
Defined customer preferences and the buying journey
Profiled and benchmarked domestic and multi-national competitors
Profiled and benchmarked leading multi-national companies that sell commercial products into similar segments
Developed route-to-market strategy, framework, and implementation plan
Screened regional distributors for partnership potential
Created route-to-market strategy and implementation plan that increased market share from 2% ($4 million) to 10% ($40 million) over a four-year period

Key Results

Defined and qualified best channel partners

Articulated the core value proposition for this premium brand and developed the financial and operating models to implement the strategy

Created route-to-market strategy and implementation plan that increased market share from 2% ($4 million) to 10% ($40 million) over a four-year period