Merenda
Using customer intelligence and market insight to shape future growth.
Merenda is an international manufacturer of specialist wood veneer components serving furniture, fit-out and interior manufacturing markets. As part of a wider consultancy team, I worked alongside the senior management to deliver a strategic customer insight and market analysis programme, providing the evidence base for future growth, stronger customer engagement and market development.
Challenge
Operating within a complex international supply chain, Merenda needed a clearer understanding of customer needs, market opportunities and competitive positioning. The business was also evaluating future growth options and required a robust evidence base to support strategic decision-making, prioritise resources and identify the most commercially attractive customer segments.
What I Did
- Led a strategic customer insight and market review programme
- Conducted extensive Voice of Customer (VoC) research across multiple customer groups and markets
- Undertook stakeholder and staff interviews to identify opportunities, challenges and internal perspectives
- Analysed customer needs, buying journeys, decision-making processes and market behaviours
- Developed revised audience segmentation frameworks and detailed buyer personas
- Assessed market positioning, competitive dynamics and growth opportunities
- Identified priority customer segments based on accessibility, commercial potential and strategic fit
- Developed short, medium and long-term recommendations to support business continuity, growth and future market expansion
- Created a framework to strengthen communications, lead generation and customer engagement activity
Outcome
The project delivered a detailed understanding of customer expectations, market dynamics and future growth opportunities. The findings enabled the business to prioritise investment, refine market focus, strengthen customer-centric planning and establish a clear roadmap for future marketing, sales and business development activity.
Services Delivered
- Strategic Market Review
- Customer Insight Research
- Voice of Customer (VoC) Analysis
- Customer Segmentation
- Buyer Persona Development
- Market Opportunity Analysis
- Competitor Review
- Stakeholder Consultation
- Growth Strategy
- Business Development Planning
- Customer Journey Mapping
- Communications Strategy