Commercial Overhaul and Brand Repositioning

Feb 22, 2022
APPENDIX 1
 

CASE STUDY- FURNITURE

 

DURATION: 2 YEARS
GEOGRAPHY: GREATER CHINA AND SOUTH EAST ASIA

Despite its long-established presence in Asia, the brand had not been able to keep up with market developments and was progressively losing market share and brand visibility.

This was due to ineffective management, poor team leadership, lack of understanding of regional dynamics, and overall lack of strategic direction. Texere was appointed to provide the latter and, accordingly, re-organise both the team and the commercial network, as well re-establish the brand reputation.

 

HOW WE HELP OUR BRANDS
 

OUR APPROACH

ASSESTMENT

 
  • Market presence and team assessment
  • Market feedback from selected dealers
  • Strategic outline proposal
  • 2-Year action plan

STRATEGY

 
  • Design adequate commercial strategy
  • Team re-structuring and strengthening
  • Mono-brand retail development
  • Restructuring of B2B and B2C channels
  • Establishment of decision-making procedures
  • Innovative branding strategy

EXECUTION

 
  • Developed distinct strategies to tackle China and SE respectively
  • Hired and re-structured the brand's Asian team
  • Opened 6 mono-brand stores
  • Renegotiated B2B and B2C agreements
  • Introduced brand guidelines and support system to partners
  • Managed B2B and branding events

SUPPORT

 
  • Local team management and grooming
  • Admin coordination with HQ
  • Support to HQ policies and actions in favor of Asia
  • Monthly financial and business reviews
HOW WE HELP OUR BRANDS
 

ACHIEVEMENTS

Texere managed a successful turnaround of operations and commercial presence by motivating the team and invigorating the relationship with existing dealers and new partners.

This has led to multiple benefits:

  • Increased turnover (+30%) after several years of decline
  • Increased brand awareness
  • Structured the team and reporting processes
  • Restored brand reputation
  • Appointed new APAC internal manager

Reach out to us if you wish to grow your business in Asia at info@texereadvisors.com

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