Strategic Market Analysis Drives Innovative Thinking

Jack Myslenski, Executive Vice President Sales, Marketing & Operations Support. As Parker focuses on innovation, we recognize the importance of market research to ensure new products succeed commercially. Simply filling out, or extending product lines, will not sustain our company; innovative products and systems promise a healthy, profitable future for Parker. Exploring the environment in which our customers operate often uncovers unanticipated needs to improve efficiency and save money. Parker is working closely with customers and distributors every day, to identify on-the-job challenges. This knowledge fuels Winovation by instigating innovative solutions and new product ideas. Market analysis helps to connect unmet needs in the market with Parker’s capabilities. This outside-in focus provides invaluable opportunities to discover multi-Group/Division synergies. Market familiarity allows Parker to be proactive and strategic in the development of new products and systems. Parker is working to establish a world class marketing process to identify, anticipate and satisfy customer requirements profitably. Market analysis information will become the knowledge base to support innovation and promote cross Group/Division collaboration. In order to stay ahead of the competition, we must create products and systems to solve the new and changing issues that challenge our customers. Market analysis identifies growth opportunities and allows Parker to strategically select markets where our innovation can be of significant help to customers and help grow market share.