Case study | |  |
Martin Mueller & Company is a German manufacturer of high-end, custom outdoor lighting. Founded over 50 years ago, the company has several hundred employees and is well-established in European markets.
 | | Missing the market |
What to do when a company’s traditional strengths becomes a weakness that competitors are quick to exploit? MM&Co’s products are designed and manufactured in Germany. The products are available in just about every style imaginable and are of the very best quality – and come with a matching pricetag. The company had followed this winning strategy for 50 years and suddenly it didn’t work anymore.
Competitors offered similar designs, made inexpensively overseas and sold to eager customers at a much lower price. MM&Co’s sales were hurt so badly in fact that even some of the salesforce left.
 | | Brand to market segments |
Make the most of your strength – while outflanking the competition. Sales Growth Partners was called in and set to work reinventing MM&Co as a premium brand that can command a premium price. At the same time, Sales Growth Partners was selected to launch the company’s low-cost product line, manufactured overseas and sold under a different brand.
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