To make a successful play for this these markets, Nortel required something drastic. In response to this, a large-scale market research and competitive analysis project was undertaken by our consultant in order to fully identify the opportunity at hand as well as the risks. Both the existing and potential competitors were identified, as were their respective strengths and weaknesses. Our consultant recommended no less than a complete overhaul of Nortel’s image in the utility market space. After careful consideration by Nortel’s CEO, the recommendation was approved, and Nortel allocated resources to the construction of a new business unit targeting the electric, gas, and water utility markets.

Our consultant then continued his work with Nortel in order to create a winning image for the new business unit. This required our consultant to develop a fully integrated marketing communications program on a global scale. Among the initiatives implemented by our consultant and his team were:

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