POSITIONING MAJOR CHEMICAL PLAYER AS AN INNOVATOR IN AUTOMOTIVE INDUSTRY

POSITIONING MAJOR CHEMICAL PLAYER AS AN INNOVATOR IN AUTOMOTIVE INDUSTRY

How can a major chemical player position itself as innovative provider to the automotive industry?

Situation:

China’s fast-growing automotive market brings enormous business opportunities for car brands and industry suppliers. The increasing demand for energy-efficient cars is leading to new technological challenges, thus escalating cooperation between companies in the value chain. A global specialty chemicals brand seeks to benefit from this trend by positioning itself as a provider of innovative technology for both global and Chinese automotive producers.

 

Result:

Globeone developed a process for a new strategic positioning that enabled the chemical brand to improve its image as a technology-driven solution provider to the automotive industry. New product development collaborations with previously untapped partners led to new business growth. An expanded network and ongoing project roll-out ensure a sound basis for long-term success.

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