Better than average growth
Hi-Grade Computers, founded in 1986, had sales of £11m by 1996, however, Ori Yiassoumis wanted to ‘grow better than the market average’ which was 16%.
The marketing strategy was to win product reviews in key publications, the communications strategy was to promote Hi-Grade’s award winning PCs using a yellow face to achieve maximum recall & recognition in the shortest possible time and at the least cost. Year on year sales grew from £11m, to £14m, £18m, £32m, £45m and £53m in 2001.
