Regional Kitchen Appliance Distributor

Client Situation: The group's newly appointed President was tasked with developing a strategic growth plan to accelerate sales for high-end kitchen appliances. ABA was retained to provide an in-depth understanding of market dynamics and strategies for optimizing the dealer channel.

ABA Approach: ABA conducted a thorough analysis of the market situation as well as primary research to get an in-depth understanding of dealer behavior and motivation. Based on our understanding of the market, customers and dealers, we developed a new positioning platform to serve as the foundation of all marketing programs. We further helped re-design a number of dealer programs and other marketing initiatives as a result of our research findings.

Results: The implementation of our recommendations helped the company achieve record-breaking sales in the first year, and our strategic plan has become the cornerstone of the group's ongoing growth programs.

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