Competitive Assessment Strategic Intent: To report on the highly competitive marketplace regarding brand equity and quality of service. Client Profile/Situation: A distributor of architectural and industrial raw material Marketplace is highly competitive, customers buy from an array of distributors similar to client Needed to develop a better understanding of the customers’ perception of business offerings Needed a better understanding of the customers’ needs Wanted to benchmark the company relative to its competitors Key Issues and Barriers: Client wanted to break into a relatively new market Anecdotal evidence indicated client was priced above competitors Client needed data on competitive marketplace to inform strategic planning Key Implementation Components: Hybrid approach—telephone an

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