Client's Needs
and Challenges:
With fierce competition and saturation in these traditional
markets, the global technology leader who has in the past,
mostly targeted large multinational enterprises to market
its products and services re-oriented its focus to meet
the needs of small and medium businesses (SMBs) in the
Asia/Pacific region.
In targeting the SMB sector, it faced
many key challenges:
- Understanding the psyche and the unique needs of
SMB
- Developing strong and enduring working relationships
with channel partners
- Competing effectively with smaller local players
IDC's Consulting & Custom
Research Solution:
IDC Asia/Pacific addressed these issues through a custom
designed research study. The key target segments consisted
of channel partners and end-user SMB decision-makers.
IDC used a three-pronged research instrument approach
to fulfill the client's information needs - Focus Group
Discussions, Face to face in-depth interviews, and the
Telephone Survey. Each instrument serves a distinct
purpose and taken together serve as a comprehensive
research solution.
Benefits:
Through the Consulting & Custom Research, the global
technology leader found solutions to the challenges
and effectively exploited the enormous SMB opportunity
in the Asia/Pacific region. The research helped them
obtain a comprehensive understanding of the SMB market
environment and customer needs. It also served as a
guide for their channels partner strategy through both
in-depth exploratory information as well as hard numerical
data.
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