UK Consulting Case Study - CE Channel
- Background and Objectives
The primary objective was for Levin Consulting to help an IT brand understand the consumer electronics market and channels, with a specific focus on how to change their business model to deal with the CE channel. The project was also to work with the client to develop their short and long-term strategy for launching a new range of products into the European CE space.
- Project Activities
- Define the key characteristics of the CE market in Europe:
The market opportunity for audio, display, TV, and other products
Channel segmentation of that opportunity, by country, with a focus on which channels in each market would gain the most CE business in the long term
The channel requirements to succeed in true consumer channels (mass retail, electrical retail, buying groups, independents, online)
The gaps in the client’s current go to market programs, support, pricing models, and sales structures, when compared to the unique requirements and competitive landscape of CE
Detailed view of the support requirements and role of distribution in product delivery, inventory holding, installation programs, etc.
Project Activities
Levin Consulting did primary research through many dozens of interviews with retail buyers, distributors, vendors, and other key CE industry people in every target market- Levin Consulting also analyzed and helped to interpret 3rd party data provided by the client. This included interviews with the data providers to gauge effectiveness of their methodology, trends in the data, etc.
- Levin Consulting worked with the client throughout the project to present ongoing findings, work on internal strategy, and develop the final business plan.
The Results
Client was able to successfully establish a staged approach to market entry that provided:- Natural transition for their brand, with gradual move towards more of a CE strategy (i.e. without making a huge jump at first)
- Mitigation of risk of complete overhaul of channel strategy (again, based on Levin Consulting’s findings, the client had a very clear view of what would be required to be a major player). They chose to take a gradual route to market (with some differences by geography) that has – thus far – been quite successful, low risk, and provides a strong platform for a full CE launch as they adapt their support structures and systems.