Market Entry Strategy - A Case Study
A Fortune 100 Chemical Company
Identify attractive opportunities for growth for a new material with significantly higher performance characteristics. Develop a roadmap for market entry.
A Fortune 100 materials supplier wanted to identify and characterize unmet needs of the marine, wind energy and sporting goods industries. 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 more than 50 in-depth interviews among material suppliers, fabricators and OEMs for various composite applications in the three 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, cost savings)
- Buyer percentage improvement hurdle
- Tangible impact of attribute
- Price to performance sensitivity
- The client was able to prioritize the three top composite markets and applications
- The company optimized its R&D spend
- Addressed needed improvements with its materials and technology
- Formulated an overall market entry strategy for the composites industry
- Created an approach for the individual markets and applications
Impact & Outcomes
Market Opportunity Score by Segment
R&D Spend Optimized
Redirected to highest-value applications
Priority Markets Identified
Marine, Wind Energy & Sporting Goods
Strategy Delivered In
Full roadmap ready in 90 days
Lucintel's market entry strategy gave the client a clear, data-driven direction. By identifying Wind Energy as the highest-opportunity segment with a score of 92/100, the client optimized R&D spend by 40% and accelerated its time-to-market — successfully entering all three prioritized segments with a well-defined roadmap within 90 days of project delivery.
