Case study of a supplier of services

This business is small (initially less than 5 people at the beginning of 2000). The product it supplies is low value with a good margin but imperative for 90% of all licensed premises - 125,000 plus outlets in the whole of the UK. The business operated initially in a tight geographical area - approximately 40 miles square.

The need is to identify prospect opportunities in the licensed trade in a specific outlet type. The business needs to know whether they can walk through the door and "do a deal" or whether they have to gain approval that they can approach pubs or lastly if they have to agree a central price. All of these have a particular style of approach. CGA Ltd were able to help this business define which needed each type of approach.

At the beginning of 2000 this business had fewer than 120 accounts. By the end of 2002 they will have over 1,000. They have expanded from the small 40 miles square area - their reach now is over 120 miles square. They have several depots and more than 20 employees. The owner and their two development managers use CGA Ltd to prospect the market in a structured and targeted fashion. This business is also helping CGA Ltd improve its Drinks Places product by sharing their information with us in confidence. This CGA Ltd business partner is small and dwarfed by a single giant supplier. Nonetheless they have taken their product with its critical point of difference to the market and grown fivefold in a static market.

CGA Ltd treat this business with the same level of respect as they would the biggest player in the market. CGA Ltd provide the service that this business needs in the manner that they deserve. CGA Ltd are a safe pair of hands that delivers quality information and advice for a small player and makes them able to compete with the biggest.