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This vertical window blinds and coverings client was experiencing growth challenges, in a market where consumers have a wide range of choices for window coverings, and as global competitors continue entering the market, offering lower-end products at below traditional market prices.

They wanted to develop incremental sales, as well as measure the viability of shortening the supply chain by serving as a single-source.


The professionals in Skoda Minotti's Strategic Marketing Group defined the commercial and residential markets by conducting secondary research. The research included the following resources: Nexis®, U.S. government reports, analysis of competitor websites and other relevant market studies.


  • Alternate outcomes for market growth were developed: (a) No New Line Extension, (b) Rejuvenate or Redesign of Product, (c) Acquisition of Competitor and (d) Producing New, Related Products.
  • Opportunities were mapped to identify new geographic markets and areas of concentration. 
  • New prospective customers were identified in these target areas.

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