Seagate Technology

Problem:
Seagate Technology, the world’s leading independent Disc Drive manufacturer, was having difficulty expanding their sales and market share in Latin America. Mexico and Brazil, in particular, were experiencing rapid growth in the technology market but Seagate could not breakthrough.

Core Strategies Assignment:
Determine the reasons for Seagate’s stagnant growth in the target countries (Mexico, Brasil, Chile, and Argentina). Develop a program to quickly expand and grow Seagate’s channels and market share in the region.

Solution:
Core Strategies recruited Solution providers in key markets within the targeted countries and produced a series of round-table meetings, in local languages, with key Solution Providers in each market to determine the reasons that Seagate’s market share was stagnant. After conducting meetings with high-level executives at the targeted Solution Providers, Core Strategies developed the structure and implementation plan for a Latin American based Partners program, a series of marketing and awareness campaigns, sales programs designed for the Latin American and Brazilian markets. In addition, Core Strategies presented their findings to key Seagate executives to gain acceptance and funding approval.

Results:
Seagate accepted Core Strategies recommendations and approved the budget for implementing the Latin American and Brazilian programs. In less than 9 months, Seagate’s market share in Mexico increase from 10% to 35% and Seagate’s market share in Brazil increased from 12% to over 30%.