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:
- Increased turnover by 30% after years of decline
- Improved brand awareness
- Structured team and reporting processes
- Restored brand reputation
- Appointed a new APAC internal manager.
For more information on growing your business in Asia, contact Texere at info@texereadvisors.com.