case study
Capturing the market potential for a Belgian manufacturer in Iberia
Miguel Van Damme
When sales in Spain and Portugal started to slow, a Belgian manufacturing company turned to BrightWolves to rethink its commercial strategy. The goal? Help their young Iberian subsidiary navigate a competitive market, sharpen their go-to-market approach, and accelerate growth in the region.
Challenge
Entering the Iberian market meant facing off against long-established competitors with broad product portfolios and strong customer relationships. Despite a solid offering, our client struggled to stand out or gain traction. They needed a data-backed strategy to identify local opportunities, tailor their approach, and confidently position themselves to boost revenue across Spain and Portugal.
In a new market, it’s not just about entering—it’s about understanding the local context and adapting your approach. By combining data with field insights, we helped the client move forward with clarity and confidence.
Approach
We tackled the project with a four-step process built on research, local immersion, and customer insight:
1. In-depth desk research
We explored macroeconomic trends, competitor activity, and market structure to map out the external landscape and key dynamics.
2. Field visits across Iberia
Through on-the-ground site visits and interviews with potential clients in multiple cities, we validated insights and uncovered local customer needs and pain points.
3. Customer landscape analysis
By merging desk and field data, we built a detailed segmentation of the customer base to understand buyer profiles and preferences.
4. Opportunity mapping
We created tailored value propositions aligned with customer segments—supported by qualitative insights and data collaboration with AskAldo—to craft a route-to-market strategy grounded in reality.
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Impact
Our work revealed clear market potential for the client, along with the need to focus on specific customer segments and product fits. The proposed strategy offered actionable next steps to engage customers with the most relevant offerings and initiate new sales conversations. We also delivered a flexible, user-friendly model for future data collection and analysis—ensuring the client could continuously adapt their approach. With a realistic roadmap in place, the client is now positioned to meet their revenue targets in the short to medium term.
Summary
Assessed Iberian market through desk and field research
Identified local customer needs and mapped out competitors
Developed tailored value propositions per customer segment
Delivered actionable route-to-market strategy with clear focus areas
Equipped client with a flexible analysis model for future use