To keep ahead of competitors, the Thomas Mitchell Group, a UK producer of home frame kits to self, concentrated on its customers’ needs based on location and convenience, rather than on what its competitors were doing. In March 2006, to help potential customers know where to begin when taking on board a self building project the group opened a combined Self-Build Show home and Seminar Centre, the first of its kind in the UK. Incorporating a number of attractions including a Timber Frame Experi...

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1.2.3 Identify new innovations that meet customer needs
1.1.2 Develop customer interview/focus group approach

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