Strategy development in compressor technology

To supplement its core pneumatics business, this customer intended to extend its product range by developing its own compressors in-house. The client tasked tech-solute with creating a positioning strategy for the highly-competitive compressor market. By researching the competition, information on the companies determining the market was gathered. This included product range configuration, advertised unique selling points and current research and development activities. This could be used to illustrate the dominating competitive factors and the "strategic contour" of the companies analyzed. This showed in which areas the company should invest its efforts, compared to the competition. From this, tech-solute derived three possible differentiation strategies – one of which is now the basis for the client's successful new business.