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.

Texere was hired to revive a brand in Asia that was struggling due to ineffective management, poor leadership, lack of regional understanding, and a lack of strategic direction. The goal was to reorganize the team and commercial network and restore the brand's reputation.

 

HOW WE HELP OUR BRANDS
 

OUR APPROACH

ASSESTMENT

 
  • Assessment of market presence and team
  • Gathered market feedback from selected dealers
  • Created a strategic outline proposal
  • Developed a 2-year action plan

STRATEGY

 
  • Designing a commercial strategy
  • Re-structuring and strengthening the team
  • Developing mono-brand retail
  • Restructuring B2B and B2C channels
  • Establishing decision-making procedures
  • Implementing an innovative branding strategy

EXECUTION

 
  • Developed separate strategies for China and Southeast Asia
  • Hired and re-structured the Asian brand team
  • Opened 6 mono-brand stores
  • Renegotiated B2B and B2C agreements
  • Implemented brand guidelines and support system for partners
  • Managed B2B and branding events

SUPPORT

 
  • Local team management and grooming
  • Coordination with HQ for administrative matters
  • Supporting HQ policies and actions beneficial to Asia
  • Conducting monthly financial and business reviews
HOW WE HELP OUR BRANDS
 

ACHIEVEMENTS

As a result of Texere's efforts, the brand experienced a successful turnaround of operations and commercial presence. The outcome was:

  1. Increased turnover by 30% after years of decline
  2. Improved brand awareness
  3. Structured team and reporting processes
  4. Restored brand reputation
  5. Appointed a new APAC internal manager.

For more information on growing your business in Asia, contact Texere at info@texereadvisors.com.

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