Turnaround in MIDDLE EAST: Growth TransformationLogistics - Middle East
One of the largest local Iraqi logistics service providers.
The company was a precarious customer base, depending very much on one large account. So the challenge was to build a growth customer base and get another large account in the short-term.
A growth transformation initiative was implemented. Thus, the first thing was to perform a quick Strategic Market Analysis. The main points reviewed were:
- Differentiators of large global firms versus local
- Industries attractiveness
- Product/Services attractiveness
- Competitive position of the firm
And the result was:
- Repositioning the firm
- Create a new value proposition
- Renew the brand and all the communication and marketing material
In parallel a sales approach was reviewed too. The main points reviewed were:
- Monthly meetings, reporting and pipeline review
- Monthly agenda of customer visits
- Registration as authorize suppliers
- Channel management strategy was built
- Key Account Program in place
- Training on sales
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One large customer signed a key contract
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Other smaller accounts started using the firm services
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Brand awareness has increased
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Pipeline has grown importantly
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Number of large RFQ has increased importantly