A leading PC maker saw an opportunity to increase its share of the $1 billion global market for peripherals – including everything from carrying cases to storage devices to new products emerging around tablets and mobile phones. To understand the trends and business relationships driving growth across key market and customer segments in select global regions, they turned to Fuld + Company for a series of assignments.

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Growing Market Share
for a PC Maker’s
Potentially Lucrative
Product Line
CASE STUDY

2. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Why Choose Fuld
Fuld + Company knows our good qualities and our warts,
and I feel they’re a part of our team. They really did a
great job of remaining very flexible with us, especially
when we threw them a couple of curve balls during the
project. My work with them over the past year has been
the most positive experience that I've had in working with
any outside company. Going forward our preferred
partner is Fuld.
− Marketing Director from the company
Client Testimonial

3. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Testing the Waters in a Sea of Complexity
A leading PC maker saw an opportunity to increase
its share of the $1 billion global market for
peripherals – including everything from carrying
cases to storage devices to new products emerging
around tablets and mobile phones. To understand
the trends and business relationships driving
growth across key market and customer segments
in select global regions, they turned to Fuld +
Company for a series of assignments. As a result,
they were able to align high market opportunity
areas for increased market focus to support top line
growth. Armed with an understanding of the
dynamics of customer segments, routes to market,
new top growth peripheral categories, and channel
perspectives, they were able – with additional
assistance from Fuld – to launch a pilot project with
top-tier distributors.
Case Overview

4. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Playing Catch-Up with Competitors
Key Business Challenges
Facing weak demand in the PC market, the company was looking for
avenues of potential growth. Seeing other vendors prospering in the
peripherals market, they realized that they might be leaving significant
money on the table by failing to expand their peripherals line and
aggressively pursue additional customers outside the enterprise segment.

5. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Quants and Quals
Key Business Challenges
A quantitative study of the global market had demonstrated the
substantial size of the opportunity. But the company lacked a qualitative
understanding – what sells in what channels and why, what distributors
want and expect from vendors, and how to succeed with specific customer
segments, especially small-to-medium businesses (SMBs). Without that
knowledge the business unit would be unable to make the business case
for proceeding or to prioritize investments and confidently devise a pilot
program to test strategy.

6. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Researching the Nitty Gritty
The Fuld Approach
Through primary qualitative research, including 100
in-depth interviews in major and emerging markets
around the world, Fuld + Company was able to:
 Identify the trends and drivers in those
geographical markets and top market opportunity
areas for peripheral extensions
 Determine how the company’s value proposition
was viewed by different channel segments and the
unique needs of each, including end users, DRCs,
and distributors
 Understand the behavior and expectations of
different customer segments, including consumers,
SMBs, and enterprise customers
 Make actionable recommendations – by
geographical markets, channels, and customer
segments – about products, pricing and
promotions, packaging, sales training, sales
incentives, and distributor partnerships

7. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Turning Insight into Action
Key Business Impact
With the roadmap to the
market that Fuld’s work
yielded, the company was
able to design a pilot
project with top-tier
distributors to test the
strategy. In addition, Fuld
+ Company helped refine
the playbook for the pilot
and it was launched just
several months after the
initial project concluded.

8. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Whatever It Takes
The Fuld Review
Delivering fine-grained understanding of markets, channels, and customers
around the world that the client can put to work rapidly presents complex
challenges. Success requires a global footprint, knowledge of the industry,
knowledge of sales and marketing, and experience turning insights into
workable strategies – all of which Fuld + Company brought to this work. Just
as importantly, we collaborated closely with the client throughout, sharing
insights and zeroing in on the ultimate goal – launching a winning move in
the market.

9. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
Think a similar solution could
work for your organization?
CONTACT US
fuld.com/solutions

10. GROWING MARKET SHARE FOR A PC MAKER’S POTENTIALLY LUCRATIVE PRODUCT LINE WWW.FULD.COM
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About Fuld + Company
WHO WE ARE
Since 1979 Fuld + Company have pioneered competitive
intelligence, and today we work with leading companies
worldwide to deliver the competitive and market insights they
need to make better business decisions. We don’t rest on our
history and past successes. This means working hard to
deliver uncompromising analysis that generates sound advice
and earns us enduring partnerships with our clients.
WHY CHOOSE US
We are driven to expose our clients to insights about their
industry, their competition and a changing market; designed
to help avoid surprises and industry shocks. Through deep
research, penetrating analysis and strategic gaming + advisory
expertise, our team of professionals help you identify and
solve tactical and strategic challenges. We help reduce the
risks associated with business-critical decision making.
COMPETITIVE + MARKET INTELLIGENCE
Competitive + Brand Insights
War Games / Competitive Simulations
Market Analysis, Share + Sizing
Supply Chain Mapping
GO-TO-MARKET STRATEGY
Brand + Product Positioning / Launch Support
Product Portfolio Roadmap
New Market Entry / Segmentation
Value Chain Analysis
Life Cycle Management
Win / Loss Bid Support
CORPORATE STRATEGIC PLANNING
Early Warning + Scenario Planning
Sales Force Effectiveness
Merger/Acquisition + Licensing
Innovation Strategy
Business Model / Industry Convergence