Weidmueller, Inc., Breaks Away From the Competition by Creatively Targeting Customers' Needs

摘要

One of management's ongoing challenges is how best to set its products and services apart from those of the competition-a task that takes on increasing importance in a troubled economy. For the president of Weidmiiller, Inc., the American subsidiary of a German industrial manufacturer, that challenge led him to question prevailing assumptions about market segmentation in order to precisely identify the company's true customers. To address their particular needs, he devised a strategy to facilitate the purchasing process and created an incentive to encourage them to select his company's products over those of the competition. His efforts increased sales by 50 percent and distinguished Weidmiiller as an industry trailblazer.