China product strategy for automotive parts manufacturer
An automotive parts manufacturer wanted to increase sales volume in the growing Chinese market. The client had a single product line that served multiple customer segments resulting in a mismatch of value and delivery price. Without the right product strategy, achieving sales volume goals was going to be a challenge.
Strategy& assisted the client by identifying the two main customer segments. The team also determined that the customer segments valued product attributes differently. We utilized a systematic process grounded in design-to-value principles to derive a two-tier product strategy for the client that helped them more effectively compete and achieve their sales goals.