Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise



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Phoenix Controls case study

Phoenix Controls case study
"Your key contribution was the Market Research that gave us a handle on where to go."
VP of Marketing launching a new firm dominating their market
Creating a new field

The problem and my assignments
Process, methods, and tools
M/E Ratio™, an investment in Marketing
Results and payback
A role model for startups
About Phoenix Controls


The problem

Phoenix Controls' entrepreneur was struggling with a prototype electronic air control system for chemical fume hoods.  Customer (prospect) acceptance was lukewarm.  There was little product differentiation apparent.  Prior consultants recommended abandonment, principally because they could not figure out the sales and distribution puzzle.  Sales were zero.


My assignments

Jump start Phoenix Controls as VP of Marketing in a line manager role, part time over a number of  months.

  • Primary Market Research to define the product
  • Identify a decisive, defensible, competitive advantage
  • Guide engineering
  • Steer the enterprise
  • Develop competitive analysis, pricing, and positioning
  • Quantify customer needs, payback, and buying behavior
  • Articulate the value of the technology to compel early orders
  • Establish the segmentation, food chain, and distribution channels


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