An industrial goods and services supplier wanted to gain insight into the key drivers of value and market share, as well as identify brand image components that differentiate it from the competition.

Research Objective:

The research was designed to support the business objectives by identifying and prioritizing the value and share drivers and determining key brand differentiators.

Methodology:

The basic methodology employed to address the objectives involved several steps:

First, CMI worked with the client to identify business performance attributes that are the most relevant to understanding customer issues and customer perception of brand image.
Second, CMI worked with the client to develop a conceptual business model that depicts the relationships among business attributes and latent variables underlying these attributes and how these attributes may impact value and market share, both directly and indirectly.
Finally, CMI used Structural Equation Modeling (SEM) to test the fit and feasibility of the conceptual model, and adjust the model based on empirical data collected on these attributes from existing customers.

The Result:

The end result was a predictive model of value and market share that allowed the supplier to identify the key areas for improvement that could be expected to yield the greatest return on investment, better utilize resources in these key areas, and strategically position their brand and value propositions to better compete with other players in the marketplace.