A cut above the competition [corporate profile]

Being a market leader is more than just about developing excellent products. A manufacturer also needs to focus on the complete package of quality, after-sales service and reliability. Hayter, a lawnmower manufacturing company, has successfully differentiated their brand in a surprisingly competitive market and even brought business back to the UK from European and Asian manufacturers by using exceptional quality, after-sales service and reliability as the key building blocks. Although brand differentiation and market segmentation was the focus of the company, Hayter still needs to focus on costs. This paper discusses how Hayter was able to survive a market dominated by low cost mowers.