|
|
| Case Studies |
|
|
|
n
Enterprise
Networking Business Planning
n
Positioning
With Analysts
n
Product
Market Requirements
|
 |
|
|
Enterprise Networking
Business Planning
A major multi-national corporation needed a
project leader to facilitate the development of a
multi-divisional business plan to enter the enterprise
networking business.
Hesley Associates Principal, Bill Hesley, working
closely with division vice presidents, defined the project process,
functioned as the project manager for the client and contributed to
the implementation. The successfully completed project defined a
roadmap and business plan that included:
characterization of enterprise networking market, strategies for
entering the business that leveraged the company’s strengths and a financial section
with a revenue and profit model as well as
investment milestones and requirements. The business model detailed
typical customer orders with configurations and prices for routers,
edge devices, network OS, and services including remote network
monitoring and repair. Hesley traveled to division
headquarters in the U.S. and Europe and gained the cooperation and
support of the management team. |
|
Return
To Top |
|
|
|
Positioning With
Analysts
A leading manufacturer of network products wanted
to offer a new series of stock, but the stock price did not reflect
their newly achieved market position.
A study of the situation showed that the company
had a poor image with analysts, and consequently were experiencing
poor performance with professional investors. The recommended
solution—create a positive image with research and financial
analysts—was accomplished with a three part program: 1) establish an
internal contact for analysts, 2) develop a hard-hitting presentation
showing the real market position of the company including their actual
market share, and 3) present to the key analysts in their offices.
The result: Marketing and financial analysts
responded favorably, for example, Dataquest produced a very favorable
newsletter with upwardly revised market share—within three months
the stock started to rise. |
|
Return
To Top
|
| Product Market Requirements
Marketing,
Engineering, and the President of a fast growing new manufacturer of
communications test equipment were in disagreement about the features
of their next generation product. Each group had its view of
what was needed, but agreement was not being reached. A board
member suggested using an objective third-party to make an evaluation.
Hesley
Associates was selected to conduct the study. Hesley interviewed
customers, distributors, members of the sales force, as well as,
engineering and marketing personnel and determined that the current
product was successful for reasons different from those perceived by
the manufacturer.
Part
of the solution was getting each group to look carefully at why
customers were buying their products. The result was the various
factions agreed on a new product strategy that took advantage of
the unrecognized strengths of the current product. Hesley
Associates was retained for a follow-on project to help write the Market Requirements
Document and Product Specifications.
|
|
Return
To Top
|
|
|
 |
|
Hesley
Associates © 2001-2009
Santa Clara, CA
Tel: 408-246-5400
|
|
