Converting Market Potential to Market Reality…by Seeing “Green”


Situation: Our client had recently acquired a competitor in one of its niche markets and was trying to understand what growth opportunities existed for the newly merged entity. The acquired company created a high-performance material with exceptional versatility that was being used solely for parking decks. However, our client believed the product could be useful in an increasingly wide range of applications but, they didn’t know what expansion opportunities existed for the product, had not prioritized potential end users based on an understanding of these opportunities, and were unclear on how to create a new marketing and sales strategy for any expansion opportunity that was identified.

Core Strategy Group’s Approach: We immediately began to analyze the market, as well as the increased capabilities of the new entity. We determined that the merged entity’s best opportunity was in a market that neither company had sold to before. We used our experience and understanding of new product development to reposition the high-performance material as a “Green” solution for use in roof-top gardens—a rapidly growing market. Once this opportunity was confirmed, we worked with the company to create a practical, step-by-step plan for launch. This included naming and commercializing the product, as well as creating a three-year marketing plan that leveraged the best of our client—its global process-orientation—and the company it had acquired—its customer focus—to ensure a successful entry into the “Green Roof” market.

Results: We were instrumental in converting market potential to market reality. We helped our client create a foundation for sustainable, long-term growth with the successful launch of their newly-combined entity. Early sales in the U.S. and U.K. indicate there is strong market interest in the product. Based on this success, the company is planning to take the product global.

The Core Strategy Group Difference: The problem that most companies face is that while markets have changed fundamentally, the practice of marketing has barely changed at all. Core Strategy Group combines traditional business focused marketing discipline with the aggressiveness and drive of an insurgent strategic model. It is a model built for clarity, speed and impact. This is the new model for companies who are serious about improving their market performance, revenues, share and return on marketing investment. It provides the most effective way for any organization to compete—and win.