case study
Unlocking growth in a stagnant B2B distribution company
Miguel Van Damme
After five years of stagnant growth, a B2B distribution company partnered with BrightWolves to uncover what was holding them back. Leadership suspected a private equity-backed competitor was quietly gaining ground, but public data offered few clues. With a fragmented customer base and increasing pressure from a vertically integrating market leader, the company needed a clear view of its market position, backed by data, to define the right strategy forward.
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Challenge
In a mature, consolidated market with limited transparency, the client lacked the insights needed to make confident strategic decisions. Leadership wanted to understand where growth was still possible, how customer needs were evolving, and how competitors were securing an advantage. Without accurate data on competitor moves, market dynamics, or customer expectations, their growth plan risked being based on assumptions rather than facts. A rigorous, data-driven analysis of both the competitive landscape and customer base was essential.
This project helped shift the conversation from turnover to volume—and from assumptions to facts. That change in mindset was key to uncovering where value was truly being created.
Approach
We structured the project into three key phases, combining quantitative analysis with on-the-ground insights:
1. Market size & trend analysis
We assessed market evolution, identified key trends, and mapped risks and opportunities—building a reliable picture of where the market was headed.
2. Competitive landscape assessment
We compared the client with key competitors across logistics models, organizational setup, and product offerings—revealing strategic differences and potential areas for differentiation.
3. Customer insights & segmentation
Using analytics, we mapped customer segments geographically and examined expectations, loyalty drivers, and pain points. We also analyzed shifts in purchasing behavior and loyalty patterns.
To support this, we conducted ten quantitative analyses across eleven databases—ranging from financial to geographic—and enriched the data with qualitative insights from employee interviews, focus groups, and customer conversations. We also deployed AskAldo’s "Voice of the Potential Customer", surveying hundreds of prospective customers to uncover buying preferences and perceptions of competitive positioning.
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Impact
The analysis prompted a major shift in how the company viewed its market. Rather than focusing only on revenue trends, leadership came to understand how competitors had increased volume share by offering lower-cost, higher-margin products—changing the competitive dynamics.
A deeper dive revealed a risky overreliance on smaller, declining customers, while competitors were targeting segments that were growing. The competitor’s logistics model—offering rapid product availability and a broad SKU mix—emerged as a key enabler for their success. These insights formed the foundation for a strategic repositioning, helping the client reframe its growth strategy with clarity and confidence.
Summary
After years of stagnant growth, a B2B distributor turned to BrightWolves for clarity on its market position and strategy.
We combined market analysis, competitive benchmarking, and customer insights to uncover hidden trends and performance gaps.
Our approach integrated quantitative data with qualitative feedback from employees and potential customers to reveal key dynamics.
This enabled the company to shift from assumptions to a fact-based growth strategy, with a clearer focus on high-potential segments and competitive differentiation.