European Sales and Marketing Strategy for Global Medical Device Company.

Market Entry | Export Strategy | Market Research

The Client

Global Manufacturing Company


Medical Devices


This US multinational had approximately 10% of global sales in the European market and wanted assistance in the development of sales and marketing strategy for Europe.

The Challenge

  • The company had strong brand awareness in the US market without the need for a formal marketing strategy to grow sales. The challenge was the opposite in Europe where there was low brand awareness with the need to scale sales in the region. This meant the company needed a two-speed approach to its global marketing with higher investment required in the European market.
  • To bring a strategic focus to planning and decision making – it would not be possible to compete everywhere with everything!

Our Approach

IMS worked with the local sales and marketing teams in Ireland, while involving key management stakeholders in the US throughout the project.

Over a 4-month period our work involved the following:

  • Strategic sales and customer analysis
  • A review of core and scalable competencies within the business
  • Assessment of European market and growth opportunity
  • Competitor analysis
  • Customer interviews
  • A review of existing sales processes and key account strategies
  • Digital marketing assessment

The Outcome

IMS prepared a 3-year sales and marketing strategy with an initial 12-month execution plan. This was presented at all levels of the business and was adopted by global headquarters. IMS continued to assist this customer in the execution of its strategy after this phase of work was completed.

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