Market Entry Strategy Needs Assessment

Company: A Fortune 500 materials science company

Issue: How much will companies pay for specific improved product performance characteristics? What will each level of the supply chain pay?

A Fortune 100 materials supplier wanted to identify and characterize un-met needs of marine, wind energy and sporting goods industry. They wanted to direct research toward solutions with the highest value and market impact.

Lucintel's Solution: In-depth interviews, Needs Assessment, Strategy Development

Lucintel conducted over 50 in-depth interviews among material suppliers, fabricators and OEMs for various composite applications in above market segments to identify their most pressing improvement needs. Opportunities were analyzed and screened by:

  • Market and application
  • Type of need (mechanical, thermal, environmental, aesthetic, speed, $ savings)
  • Buyer % improvement hurdle
  • Tangible impact of attribute
  • Price to performance sensitivity

Results: Saved Time & Money. Gained Focus.

  • The client was able to prioritize the three top composite markets and applications.
  • The company… Optimized their R&D spend
  • Addressed needed improvements with their materials and technology
  • Formulated an overall market entry strategy for the composites industry
  • Created an approach for the individual markets and applications.

…resulting in years of time and millions of $ savings, allowing the company to confidently focus on executing a well developed plan.

Product Innovation