Case Study:  Market Entry - Automotive Industry

Performed market assessment and detailed technical analysis to aid a leading engine component supplier in entering a new market

 

Situation and Objective

  • Client developing strategy to enter a new and largely undeveloped market segment

  • The team was asked to aid in developing the business case in two areas:

    • Market Assessment:  Determine key market segments and applications for client’s new product

    • Technical Assessment: Identify and quantify the value proposition of client’s new product

Approach

  • Market Assessment

    • Prioritize the most attractive geographic regions and applications based on economic, legislative, and technology trends as well as other market factors

    • Develop a transparent 5 year market forecast

  • Technical Assessment

    • Develop multiple concepts and detail the value proposition in terms of performance, cost, customer needs, etc

    • Perform side-by-side technical comparison with incumbent technologies to objectively evaluate value add

Results and benefits

  • Delivered prioritized breakdown of most attractive markets and created detailed product concepts specifically tailored to chosen market segments

  • Provided cost benchmarks of competing technologies to aid in product line planning and market positioning

  • Utilized internal knowledge and external contacts to provide an industry expert view of current and future market drivers as well as their expected impact on market volumes