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FCG was retained jointly by WESCO and Philips to accomplish an objective, deep-dive understanding of WESCO and Philips’ capabilities and challenges in selling lamps and ballasts in a very competitive marketplace. FCG’s mission was to clearly identify where there is misalignment between and within WESCO and Philips to develop specific actions that must be taken by both WESCO and Philips to increase lamp and ballasts product sales.
In order to accomplish this objective, FCG employed three research tools:
1. Conducted an anonymous online survey of purchasing influences to determine which distributors lamp and ballast products, and why. WESCO provided the survey participant target list. WESCO and Philips were not named as the co-sponsors of this online survey. 2. Conducted telephone interviews with buying influences to probe deeper into why certain electrical distributors are more successful selling lamp and ballast products than others. WESCO provided the survey participant target list. WESCO and Philips were identified as the co-sponsors of this survey.
3. Conducted telephone interviews with a representative sample of WESCO’s and Philips sales staffs to acquire their confidential and candid perceptions of any and all internal issues and obstacles that divert sales time away from this lighting category. WESCO and Philips provided the survey participant target lists.