Real Cases
Life science equipment company
How we multiplied the Australian business of a European life science equipment company in just four months
The situation
A European life science equipment company was present in Australia for more than a decade, but with limited success. Being distributed by a large global distribution company, there products were never actively marketed, but only offered if a prospective client explicitly asked for.
All sales and marketing decisions were taken based on perceptions, not facts. Nor the Australian market have been fully understood, nor was the positioning of competing manufacturers / distributors clear.
As a direct consequence, customer satisfaction and sales deteriorated year by year, as the distribution partner was not able to understand customer needs, and to offering compelling custom-tailored solutions to the end customers.
In order to find out what they needed to do to grow faster, the company contacted Asia Dynamics to do a market survey to help them to better understand the Australian market. What is important to Australian customers, how do the customers perceive the brand and how could the business be brought to the next level in terms of sales volume and professionalism?
Our approach
To be able to define a compelling strategy for growth, the first step was to establish a sound factbase on the Australian market:
- Overall Market Size (units sold per year)
- Market Share per Competitor
- Key applications and their volume per year
- Customer requirements per industry / application
As no sales planning has been established by the former distributor, Asia Dynamics set up a temporary call center to identify and validate each potential client in Australia – in total 2’300 addresses. By giving a phone call to each of these companies, Asia Dynamics could verify their business scope, their key applications, the current equipment they use and identify imminent replacement needs.
Based on all this information the client decided to establish their own marketing, sales and aftersales operation in Australia. At the same time, Asia Dynamics took over the entire back office function, to ensure that the newly hired sales person can dedicate their entire time on value-adding tasks.
Compelling Results
Thanks to the perfect Business Development preparations done by Asia Dynamics, the newly hired sales person was able to jumpstart sales. By leveraging the comprehensive account planning, the sales organization was able to increase the number of leads by a factor of 10, and to increase sales by a factor of 5 within just a year.
In addition to that, the client was able to define a new blueprint on how new markets can be developed with limited resources, and within a short period of time.
Swiss Manufacturer of Motion Simulators
The client is a global market leader in the development, design and manufacture of motion simulators.
These high-precision motion simulators are used in the aerospace, defense, automotive, and consumer electronics industries to test and calibrate inertial sensors (e.g. gyroscopes and accelerometers).
Challenge
The client was aware of a significant market potential for motion simulators in Vietnam, which could not be assessed. The structure of the manufacturing industry was not known, nor did the client have access to any research institutions or key opinion leaders in Vietnam.
Approach
In a first step, Asia Dynamics identified all relevant research programs both in the public and private sector (e.g., aerospace, defense, consumer electronics). As most of these programs are not disclosed to the public, Asia Dynamics had to leverage local and regional networks to obtain this vital information. To access the promising market for motion simulators in Vietnam, Asia Dynamics established a team of Key Opinion Leaders which had first-hand information on what’s going on locally in this sensitive field. Leveraging this network, subsequently distribution partners were appointed in selected industries.
Outcome
Asia Dynamics opened for the client the door to Vietnam, and was finally able to sell one of the most sophisticated motion simulators in Asia.
Medical Supply Business
The Swiss startup operates successfully a medical supply business, focused at disposable hygiene products.
Challenge
As most of their products come from China, this poses a number of challenges for the Swiss startup:
- Which suppliers provide high-quality material?
- Which companies fully comply with the respective CE regulations?
- What is the best way to import these goods within shortest possible time?
Approach
The approach of Asia Dynamics was to put a team of sourcing specialists together, both located in Zurich and in Asia. By speaking the local languages of the sorucing markets, we were able to go much deeper into the supply chain to benefit from better sources, and to minimize supply risks.
- Overall Market Size (units sold per year)
- Market Share per Competitor
- Key applications and their volume per year
- Customer requirements per industry / application
Outcome
On behalf of this client, Asia Dynamics successfully built up & managed the entire supply chain functions. This organization helped to successfully source millions of face masks in the middle of the COVID-19 crisis for private and government clients across Europe.
