Client

Our Client was a leading global supplier of HVAC equipment for the building industry. On a quest for growth, the organization wanted to evaluate if it could enter the market of installation material.

Type of project

Market Entry Potential Assessment.

The challenge

• Management wanted to have a clear understanding of the market size for installation material.
• The company needed to understand how potential customers would evaluate this move.

What we did

• Supporting organization to define the key data on market drivers
• Collection of missing data through expert interviews, consolidating internal knowledge on the topic
• Extensive series of qualitative interviews with customers to map:
• Current purchase behaviour
• Competitive Playing Field
• Unmet customer needs
• Validation of findings from qualitative market research with quantitative market research
• Build financial market model in which different sales scenarios could be tested.

The result

• Created common explicit understanding of the installation material market within the organization.
• Market Model allowing the company to size the opportunity and in which different sales scenarios could be simulated.
• Customer assessment of the commercial viability of the client entering the new market.