Interim Marketing Director & Consultant, Manufacturing.
The Whittan Group is a PE backed organisation and the largest UK Manufacturer of Pallet Racking and Shelving systems in the UK. It is also a major European player. Industries served include Manufacturing, Retail (online and high street), Logistics, Storage and Warehousing, Food and Beverage, Public Sector including Education, Healthcare and Government, as well as other sectors like Leisure. Business is served through a Direct Salesforce as well as distributors and installers.
The interim assignment was to understand the markets sizes, growth rates and competitive situation in all European markets and then to derive a ‘Go To Market’ strategy and the required marketing function and resources to deliver that strategy.
Core to an assignment like this is both secondary and primary market research. Secondary market research to validate the market sizes, growth rates and position, and primary market research to understand the customer needs, buying behaviour, marketing channels used and similar. An added complexity was the use of both direct salesforce and distributor channels as well as installers fit-out companies and individuals, architects, builders (construction companies) and third parties.