The fuel distributor wished to know the level of demand of fuel for trucks & semi-trucks in Botswana and how the same is managed in their customer's fleet management systems. Additionally, they wanted reports focused on a 100 mile or less radius.
The fuel distributor sought expertise from Afrorian to understand the current fuel demand, with specific metric consumption requirements, and an understanding of how the same is being managed in different fleet management systems available in market.
To fulfill the qualitative needs of the assignment, Afrorian and the client agreed to to conduct 30 interviews with the following decision makers (DMs )in the market:
Afrorian was able to book 30 interviews in a two calendar week period. Following this, the client realized that the growth approach they initially wanted to introduce presented conflicting variable: Fueling needs/ fleet management were grouped differently with parameters not earlier considered, affecting fleet management for each group of buyer.
As a result, the client asked Afrorian to switch the scope of research and to focus on fleet managers of semi trucks, regional sales people, large-item retail shippers, and bulk supply shippers. After receiving this request, Afrorian was was able to engage additional 10 interviews with individuals that were a much better fit for the new insights and the required reporting.
The client ended up with a clear understanding of the market segments and the pain points, resulting from fleet management challenges for each group, which contributed to their new and improved solution.
