Fujitsu – Putting Strategy Into Action
IT & Electronics
Fujitsu is one of the top server manufacturers in the world, with a reputation for industry-leading hardware as well as service.
Fujitsu came to Geber with a big challenge: how to break into the top 3 in the Taiwanese server market.
Geber carried out a full market research project, including interviews with IT professionals, system integrators, and various key opinion leaders, to find out what Fujitsu is doing well, what they should be doing, and how they should do it.
To increase brand awareness and penetration in the market, Fujitsu first needed to find out where they stood. Geber thus conducted internal interviews to find out the key challenges that Fujitsu faced, where they see themselves positioned, and what their key advantages are in the market. Geber then went out and interviewed Fujitsu’s key partners as well.
What we found was that the salespeople at Fujitsu had to create a brand-new mindset – that of solution selling and thinking from the customers’ point of view. To put this mindset transformation into action, Geber’s team created a customized strategic marketing plan, then trained Fujitsu’s sales and marketing teams, through practical activities, on how to put that plan into action.