Automobile Manufacturer

Challenge: Global auto manufacturer needed to expand their reach to new markets. 

SUMA Partners process: Custom-tailored research: focus groups, customer experience documentation, competitive intelligence gathering.

Length of initial engagement: 6 month engagement.

Insights: The priorities of the new target groups did not mirror the priorities of current owners. The desired customer base cared about service more than features. They valued word of mouth over advertisements. The focus shifted from traditional marketing to viral marketing.

Results: First-time penetration into 2 new target markets.