International manufacturer was considering the introduction of a new product into a new market and needed a market opportunity study and Go to market strategy

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Aerospace & Defense

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International manufacturer was considering the introduction of a new product into a new market and needed a market opportunity study and Go to market strategy

Client description:

Tool and solvent manufacturer

Challenge:

Client needed a market opportunity study and analysis of the solvent-based and bio-friendly parts washing competitive landscape, and the development of an effective Go to market strategy to compete successfully in the US market space. The challenge was to develop a strategy to stimulate adoption of this new environmentally friendly solution in a mature and traditional industry.

Methodologies:

Secondary research combined with 155 qualitative IDIs, 5 competitor interviews and an online quantitative survey of 425 respondents.

The result:

Detailed report that provided

Market sizing for the US market
- Analysis of the most receptive targets for the new product, segmented by
  • Industry
  •. Size
  • Geography
Current solution or supplier
Feedback on the new product value proposition and service model concept
Key value drivers influencing purchasing decisions
Segmentation model for sector and company prioritization
Strategic recommendations on how to most effectively drive adoption of the new produce

The key result of this project was the segmentation analysis that allowed our client to profile early adopters and focus on the sweet spot of the market so marketing resources could be focused where results were most likely.

Geographic scope

Industries involved

Automotive, Aerospace & Defense, Chemicals, Energy / Renewable / Alternative, Food and Beverage, Industrial Equipment, Metals / Fabrication / Welding, Mining, Oil & Gas, Pharmaceutical, Plastics, Pulp & Paper, Transportation

Services applied

Competitive Intelligence, Concept Testing, Go to Market Strategy, Market Opportunity Study, Market Segmentation, Strategic Messaging

Methodologies

Advisory, Analysis, Qualitative Research, Quantitative Research

Practice area

Market Research and Analysis

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