Systemic Constellations Case Study 3
A company offering professional equipment for hotels and restaurants wanted to expand to a new market but the first months did not prove to be a success despite the careful preparation and market analysis.
Approaching the issue through the constellation, it was indeed shown that the market analysis was accurate in the sense that: there was a market for the product, the competition was not fierce, the pricing level of the products was good and the company’s setup and employees were properly supporting the goal. However, the issue focused on two main areas: Marketing and Partnerships.
After looking with the Management of the organization the primary reasons for the difficulties they were encountering, we proceeded with a set of necessary actions. It was critical for that market to work on earned publicity rather than paid publicity.
So the company would need to focus on making other people and of course its customers its “spokesmen” and ambassadors of its products rather than spend big budgets on traditional media.
In addition to that, it was very important to build the right distribution partners which would decrease the company’s OPEX while it would provide support from local businesses with connections and know-how of the market.