| The Mexican office furniture
company came to the AddReal business department in 2000 in the
hopes of creating a new enterprise based on office products.
Our relationship evolves as we develop improvement campaigns on design and the Web to improve their quality offerings.  Overview Our clients were a small sized business located in Mexico City. The office furniture market is a very competitive market in Mexico and the big players controlled most of the nationwide sales. They have been trying to grow their business since about seven years ago, without being able to increase their sales and take a bigger share of the market. Objectives The company’s intention was to create a successful business strategy. They also wanted to develop into an important office furniture retailer. This was done in order to be able to compete with the biggest Mexican brands. They asked us to focus on guaranteeing a winning business strategy that could bring them to the level they were willing to be. Solution With help of our proprietary research system, AddReal started a complete market analysis on the Mexican industry in order to locate (among other facts), the companies who where controlling the market. They wanted to understand the key factors that made it impossible for our small sized customer to accomplish their core objectives. The AddReal team also worked with the customer to learn the path of the business since the very beginning. We also looked at their current resources to understand the inner pattern process, the keys that where maintaining it, and the things that were keeping the company from growing. Once the initial analysis was completed, AddReal began the task of formulating a specific business plan and marketing strategy, taking into account the national market and the company's situation with a process that was planned to be developed in five years from the starting date. It was planned to generate scaled revenues in the first six months. The completed work was then presented to the directors and we worked together at a new level to adjust details and formulate accurate pathways and schedules for both AddReal and our client's team. The development process began with a comprehensive campaign that involved industrial and product line design, website development, SEO design and marketing campaigns. AddReal also met with third parties as manufacturing providers to coordinate the appropriate development of the products. There were three additional stages that included the monitoring and continuance of the marketing campaign, product line development as well as the development of a national sales and distribution system and a customized brand management campaign to create market positioning and national brand awareness. The business plan was developed in exactly four years and seven months; it was completed in stages in order to let the revenues finance the whole investment.  Results - At the end of the campaign, the company's annual sales increased 180% and the net profits increased 114%. - The campaign financed itself 100% from the third stage of the strategy and started generating real profits before the fourth stage began. - In the last stage, the company had 19 new employees and was considered a mid-size company on the 2005 National Institute of Statistics, Geography and Computing (INEGI) report.  |
