Graduate Consultancy Scheme

Case Study: Meech International

Can the application of brand building and product design thinking assist a UK based electronics company sustain and build their business in a competitive global environment?

In May 2006 Meech International, an Oxfordshire based electronics manufacturing firm specialising in static detection and discharge equipment approached UWE to develop design strategies to assist them in an ever increasingly competitive global market. Meech had traditionally relied on the technical superiority of their products as their key market differentiator but as the static market matured and foreign competitors caught up technically, Meech looked for product design help to maintain their competitiveness.

After an initial diagnostic session it was clear that what was required was a shift in the brand values the company was communicating to its clients; focusing on the customer service that Meech was offering in addition to its technical prowess.

A 9-week Graduate Consultancy Scheme was set up embedding a UWE product design graduate into the company. Initially the graduate undertook a top-level brand analysis. Consulting Meech's management, sales team and customers the graduate was able to identify the company's key market advantages. By looking at it's global competitors and the global static market the UWE graduate was able to develop a brand positioning strategy that would enable Meech to maintain and build its business into the future.

Importantly for Meech the UWE Graduate was then able to take the results from this brand analysis and apply it directly to the design development of a number of Meech's key products. The result has been the development of a new range of static detection and discharge products that embody the redefined Meech brand values. Further the graduate has developed design guidelines that will inform the entire customer experience, from initial consultation to installation and after sales service.

Meech were so pleased with the results of this initial activity that they chose to renew their involvement with the scheme for a further 12 weeks. The UWE graduate is again working within the company on the design development of the new range of products. Drawing on UWE's rapid prototype facilities means that the company are able to fast track the design development process and are able to get this new range to market sooner.

From UWE's point of view this has been a success story. By working with a British based manufacturer we have been able to show the power of design thinking and the new approach that product designers are taking: developing whole product strategies rather than just single products in isolation.

Further it has been a validation of our new Graduate Consultancy Scheme, proving that our graduates given the right level of support and a focused project can have a real impact on the way a manufacturer approaches new product development. This is critical for British manufacturing in the current a global environment.

Find out how the graduate consultancy scheme can contribute to your business. Contact:

Tracey John
Research, Business and Innovation
University of the West of England
Frenchay Campus, Coldharbour Lane
Bristol BS16 1QY

Tel 0117 32 82052
E-mail consultancy@uwe.ac.uk