A large company specialized in lighting solutions was interested in investigating its market share. Specifically they wanted to assess the following:
• Positioning versus the competition
• Brand perception
• Selection process utilized in deciding on suppliers of lighting systems
• Message to be communicated
• Strengths and weaknesses
• The target segments; unmet needs and room for optimization
The company functions through three channels: 1) Retail 2) Contracting of projects and 3) the distribution of electrical equipment and components to points of sale nationwide. However, for the purpose of the study they prioritized the channel which contracts projects. To achieve the above objectives, 75 in-depth interviews were conducted with contractors / developers, architects, and electrical engineers and consultants in Administrative Beirut and Mount Lebanon.