A complete report of the market opportunity that contained understanding of market segments, size, health, channels, leaders by segments, trends, and unmet needs. The path to purchase was mapped out in terms of decision makers, decision drivers, tempo/timeline, and franchisor-franchisee policies /guidelines. Also included in the report was an assessment of brand awareness, employee perceptions of uniforms, supplier change triggers, information sources, and an evaluation of messaging and positioning statements. Study findings revealed a big challenge for client. All segments were highly competitive, most are mature and offer low profit margins. The industry was value focused and not ripe for innovation. The decision process is usually centralized and uniform selection and sourcing was not top of mind. Client was advised to identify and target independent tire dealers buying group, employee-focused groups and private companies, be aware that contract renewal requires time, send samples, and address pain points. Strategies and tactics were carefully planned to reach clients in terms product innovation, marketing/branding and business development.