For the market leader in financial services in Poland, we conducted a market study on leasing services to help the company develop an effective growth and marketing communications strategy.
Project Objectives
The client set several tasks for us:
- an analysis of the popularity of leasing as a form of financing among Polish small and medium-sized enterprises (SMEs),
- identifying the factors that companies consider when selecting a lessor,
- an assessment of the quality of leasing services offered in Poland,
- gathering information on plans for international expansion in the SME sector.
Project Details
In order to answer all of our client’s questions, we decided to conduct a market survey of leasing services using the CATI (Computer-Assisted Telephone Interviewing) method. We conducted over 400 interviews with a randomly selected sample.
We selected representatives of small and medium-sized private-sector companies as respondents. We reached out to business owners in the manufacturing, retail, construction, and service industries. We spoke exclusively with employees directly involved in the process of selecting a leasing service provider.
Project Results
Our client used the results of market research and analysis to tailor its current marketing communications to the expectations of the small and medium-sized enterprise sector.
He also developed an action plan that included information on:
- the requirements of customers from various sectors of the economy,
- the needs of companies based on the number of employees,
- factors that influence the choice of a leasing provider,
- companies' satisfaction with the quality of services provided by other lessors,
- factors that increase the likelihood of using leasing.
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