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CASE STUDY

Strategy for Leading Spanish Train Manufacturer

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Overview

As a leading train manufacturer in Europe, our client sought to increase market share and optimise processes within a newly built manufacturing facility in the UK. They recognised the importance of staying ahead of competitors and meeting the evolving needs of their target market, and they turned to us  to help them achieve these goals.

 

We teamed up to develop innovative strategies to reposition their marketing, customer journey, personalisation, and overall brand awareness, creating a more tailored and efficient customer experience, and position the company as a leader in the market.

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Objectives

Increase market share for train manufacturing and other rail maintenance services within the UK.

Objective

Reposition the company's marketing, customer journey, personalisation, and overall brand awareness.

Objective

Double-check the optimisation of processes within the client's newly built manufacturing facility.

Objective

Position the company as an innovative leader in the rail transportation industry.

Objective

Challenges

Understand the current state of the market and the specific needs and preferences of the target customer base, as this information is essential for developing effective strategies.

Challenge

Identify and address any gaps between what customers want and what the company is currently offering.

Challenge

Effectively leverage client's modern manufacturing facility as a critical element in all sales and marketing processes to highlight innovation and create a more personalised and tailored customer experience.

Challenge

Streamline the customer journey to make it more efficient and user-friendly while providing all necessary information and resources.

Challenge

Redefine the company's market positioning strategy to set them apart from competitors and achieve desired market share goals.

Challenge

Revamp marketing efforts to better resonate with target audiences and increase visibility for the client's trains across the entire UK market.

Challenge
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Approach

To understand the current state of the market and the specific needs and expectations of the target customer base, we began by conducting in-depth market research and analysis. This included gathering data through surveys and focus groups, analysing industry reports and other published information. Based on our findings, we identified a gap between what customers wanted and what the company was currently offering. To bridge this gap, we suggested introducing more personalised options that cater specifically to each individual customer's preferences and needs. By utilising the client's modern manufacturing facility as a key element in all sales and marketing processes, we could create a more tailored and personalised customer experience. This approach would encourage them to keep returning, as they would feel more confident in the brand due to its customised service offering. This strategy was based on the customer needs and expectations theory, which states that a product or service should meet or exceed the needs and expectations of the target customer in order to be successful.

In addition to personalisation, we also focused on streamlining the customer journey to make it easier for potential customers to find relevant information quickly and without hassle. This was based on the customer journey optimisation framework, which emphasises the importance of creating a smooth and efficient experience for customers in order to build trust and loyalty. To do this, we worked to eliminate any unnecessary steps or barriers in the process.


We also made significant changes to the company's marketing efforts, revamping them to better resonate with target audiences on social media and other digital channels. This was based on the marketing mix theory, which suggests that a successful marketing strategy should consider the 4P's: product, price, promotion, and place. We aimed to increase visibility for the client's trains across the UK and multiple European markets to attract more potential customers and build a more extensive fan base for the brand.


Finally, we helped redefine the company's market positioning strategy to stay ahead of competitors and achieve desired market share goals. This was based on the market positioning theory, which emphasises the importance of differentiating a product or service from competitors to gain a competitive advantage. Through intensive research into industry patterns and major players, we developed a plan that included special offers timed to peak travel periods and increased investment in R&D initiatives. This strategy aimed to improve existing products while introducing new ones regularly to meet changing customer technological demands and stay ahead of the competition.

Outcomes

Improved public perception of the company.

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A more tailored and efficient experience for customers

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A more robust and trustworthy brand image.

Progress towards achieving desired market share targets

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Future Directions

It was necessary for the company to continue monitoring the market and customer needs in order to stay ahead of competitors and maintain their position as a leader in the industry. This included continuing to invest in R&D initiatives to improve existing products and introduce new ones, as well as keeping up with changes in technology and customer preferences. Additionally, we suggested the client to consider implementing customer feedback and and train usage satisfaction surveys in order to continue improving its service offerings and customer experience.

Challenge
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Market & Business Research

We tailor proprietary research methodologies to fit your unique business objectives. Whether it's profiling your customers, gauging demand, or assessing the competitive landscape, our approach ensures you get intelligence that matches your needs. We examine consumers, competitors, and markets from multiple angles to deliver a comprehensive perspective.

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