Loch Duart is a salmon farming company based in Sutherland on the Scottish north west mainland since 1999, and on the Hebrides since 2006. As the company operated in a highly competitive marketplace, the management team wanted help to ratify the business strategy to ensure the business and brand remained a current and relevant choice for their customer base.
Loch Duart needed specific business intelligence that would help them find competitive advantage over their competitors. They asked our strategy team to deliver customer research that would give them greater understanding around a number of key issues such as ‘what do our customers think of our brand’, “how do people perceive our farming methods” and “how do our service levels compare to other salmon farming companies”.
We immediately undertook an extensive international insights project with a diverse range of Loch Duart’s UK and international customers to develop a clear understanding of distributors’ and other B2B customers’ perceptions of the brand and their main drivers to purchase
Alongside detailed competitor reviews, we developed an in-depth discussion guide and subsequently coordinated a two-month-long telephone research programme with 39 customers, from an initial pool of 43 contacts, across 12 international markets and in four languages.
Our experts’ engagement with key stakeholders and customers helped uncover powerful insights that Loch Duart utilised to improve their current services and further meet the key needs and requirements of their customers. In effect, a clear path to follow in order to maintain and grow market share.
Further business advantage was achieved following the ‘deep-dive’ competitor review, the results of which helped shape the business strategy and provided clear direction for any future development of the Loch Duart brand.