At the beginning of the century, the European market was dominated by large multinational companies such as Siemens, ABB and Schneider Electric, which offered a very wide range of products for a multitude of applications and sectors, as well as a highly specialized sales network.
Given the double change of scenario (from distributor to qatar whatsapp mobile phone number list manufacturer, from local to international market), the need arose to adapt the business model to this new context.
The value proposition (equipment – immediate stock – service) was still valid internationally, but it was necessary to identify which customer segments this proposition suited and how to bring it to the market.
Power electronics business model
The decision was made to concentrate marketing efforts on those segments where the machines work in severe conditions (extreme weather conditions or high mechanical stress) and where possible breakdowns entail a high cost. These are the customers who can demand a technically qualified product, are less sensitive to price and can feel supported by a 24/7 technical service and an extended warranty.
But the pertinent question at this point is whether a market penetration strategy based on maintaining high stock levels, an immediate delivery service and an on-site technical assistance service can be entrusted to a network of independent international distributors . Given the difficulties in finding distributors that fit this profile, the decision was made to create a network of commercial subsidiaries that would be able to transfer the company's value proposition to international customers.
The value proposition and the buyer persona
One of the important aspects to take into account when designing a value proposition for a specific customer segment is empathy . Trying to understand how you can help them, what their objectives are, what they find difficult or what their reluctance is when it comes to changing suppliers or choosing a new brand can help in designing the proposition, but also in developing the appropriate sales arguments and communication messages.
