Launching Aryo Logistics: Market Segmentation and Prioritization
Rafael Sarim Oezdemir
Situation:
Aryo is a new supply chain and logistics consulting firm navigating a broad market. They needed assistance in selecting the first 2-3 industries to target and sought an audit of their current marketing and sales tactics, along with future strategy recommendations.
Task:
My task was to guide Aryo through a structured process to identify the most suitable industries for their capabilities and optimize their marketing and sales strategies. The goal was to provide a clear path forward, prioritizing high-potential industries and actionable marketing tactics.
Action:
I approached this task by addressing four key questions:
1) Who is Aryo and what is Aryo good at?
Conducted an in-depth analysis of Aryo’s strengths and capabilities.
2) Which industries exist and which fit Aryo's capabilities best?
Researched and created a list of 148 potential industries.
Shortlisted industries based on quantitative and qualitative criteria, narrowing down to the top contenders.
3) What is the texture of the shortlisted industries and which are most attractive?
Conducted deep dives into the shortlisted industries to evaluate market potential and alignment with Aryo’s strengths.
4) How well is Aryo selling and marketing its services today and what else needs to get done?
Audited Aryo’s current marketing and sales tactics.
Developed a refined marketing and sales strategy based on findings.
Result:
The outcome of this project included:
A short list of three high-priority industries derived from the initial list of 148, determined through quantitative and qualitative research and interim discussions with Aryo.
Detailed deep dives for each shortlisted industry, providing insights into market potential and strategic fit.
A comprehensive marketing and sales strategy tailored for Aryo, with actionable next steps for the next six months (Phase 1) and beyond (Phase 2).
A final presentation delivered within three weeks from project kick-off, equipping Aryo with a clear roadmap for targeting high-potential industries and optimizing their marketing efforts.
This strategic guidance positioned Aryo to effectively focus their efforts on the most promising industries and enhance their market presence through refined marketing and sales tactics.
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Posted Aug 5, 2024
Aryo, a new supply chain and logistics consulting firm, sought guidance to identify its initial target industries and audit its marketing and sales tactics.
