A Dutch cell phone company saw itself threatened by three new competitors that had entered the market. A new and aggressive strategy for acquiring new customers was required to defend market share – and where possible – to increase it.
Solon developed a target group-focused channel strategy after a four-week analysis of the cost structure and strategic potential of possible sales channels. In the volume market Solon advised setting up a chain of independent sales shops that would be installed by a team of client and Solon employees. The highly profitable corporate client segment was addressed with a partner concept, which was implemented together with one of the leading retailers in the B2B sector.
After just one year the 50 new shops were generating one third of new business. And with the new strategy our client was able to extend its market share despite intense competition.